Project :
Metro Rewind 2025
Client :Washington Metropolitan Area Transit Authority [WMATA]
Ridership data isn’t just about where people go. It’s about who they are.
[01]Intel gathered
Last year, we took personalized ridership data and turned it into something brag-worthy: Metro Rewind. Across the DMV, people compared stats, shared archetypes, and posted their results like a badge. After all, we aren’t just where we live or what we do. We are how we move. And that movement is itself a self-portrait
Which meant this year had one job: don’t just repeat the bit, build a better one.
[02]The angle
Metro Rewind is the DMV, collaged.
If last year was about the individual, this year showed we’re a part of something bigger. Stats, stops, patterns — all folded into the landmarks, neighborhoods, and inside references that only a local would clock on sight.
The DMV is a tapestry of cultures, neighborhoods, and stories. Metro is the thread that ties them all together. And our data is woven into every inch.
[03]TL;DR
We aren’t where we live or what we do. We are how we move.
Fig 01.1.2
Fig 01.1.3
Fig 01.1.4
Fig 01.2.1
[Stat][01]
0% increase
in organic SEARCH traffic Year over Year
[Stat][02]
0 archetypes
were rewarded through this experience.
[Stat][03]
0% user increase
Year over year.
[01]The fine print
Year two added what riders had been asking for since year one — multi-card input, so a family or a group of roommates could stack up to five Smart Trip numbers into one shared story — plus data-point badges, a wider archetype roster, and streak tracking. The dashboard got rebuilt from the studs out for sharing, with broader device support and real accessibility work, not the kind you bolt on at the end.
And every collage, every archetype, every detail you recognize from your corner of the DMV? Made by hand. No artificial intelligence. Just a team that knows the DMV as well as Metro does.
We won't tell anyone.
We'll tell everyone.
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