Real-Time Tracker: Elevating the Passenger Journey Through Design and Real-Time Innovation

The Customer Technology Office within the Customer Experience Department has established itself as an industry leader in redefining how public transit agencies engage with their customers. Guided by David Emory, Senior Director of Customer Technology, and Tirumalarao Naidu, Manager of Customer Technology Data, the team has set a national benchmark for customer-focused digital innovation,proving that public-sector organizations can deliver the same agility, design excellence, and real-time responsiveness as the private sector.
At the heart of this achievement is the Real-Time Transit Tracker (tracker.itsmarta.com),a state-of-the-art, cloud-based platform that provides riders with accurate, real-time bus and rail information. Built on principles of human-centered design, data transparency, and operational reliability, the system enables millions of daily riders to plan their journeys with confidence, reducing uncertainty and strengthening public trust in transit services.
More than a digital tool, the initiative represents a transformative engagement model for the entire public transportation industry. It demonstrates how design thinking, cloud modernization, and DevOps practices can converge to create meaningful, real-time connections between agencies and their riders. The approach has already gained attention from peer transit systems and mobility organizations seeking to replicate its success,signaling a broader movement toward equitable, data-driven, and customer-centric mobility.
By bridging technology and empathy, the Customer Technology Office has not only transformed local transit engagement but also influenced the future of rider experience across the industry,setting a new national standard for how innovation, accessibility, and trust can move people forward.