sr-030811-3bCity Council Meeting: March 8, 2011
Agenda Item: ~-~
To: Mayor-and City Council
From: Stephanie Negriff, Director of Transit Services
Subject: Website Design Contract Modification
1eecommended Action
Staff recommends that City Council authorize the City Manager to negotiate and
execute a second modification to professional services agreement number 9094 with
Mortar Advertising, LLC in the amount of $14,300 for enhancements to the Big Blue
Bus' new online store and website design, for a total contract amount of $95,435.
Executive Summary
Programming of a new Big Blue Bus website is almost complete. During programming,
PMC engineers recommended adjustments to the user-interface design which are
necessary to ensure ease-of-use and improved tracking of online sales for the Big Blue
Bus. This amendment would provide for adjustments to be made prior to launch of the
site, currently scheduled for April 2011. An increase of $14,300 would bring the total
.agreement to $95,435.
Background
On July 28, 2009, City Council awarded Professional Services Agreement No. 9094 in
the amount of $81,135 to Mortar Advertising for redesigning the interface and
architecture of the Big Blue Bus website. Mortar's design is currently in the final phases
of programming by PMC, the firm that is programming the City's redesigned website
and implementing .its content management system per City Council approval on
November 27, 2007
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Discussion
During the website building process, programmers commonly discover constraints and
opportunities while implementing a particular design that can impact the website user's
experience. In the case of the website currently being programmed for the Big Blue Bus,
PMC engineers are proposing Mortar design enhancements that will make the website
even easier for users. This additional design work will result in enhancements such as
decreasing the number of steps it takes for a user to purchase fare media online,
thereby increasing the likelihood people will complete their transactions (which should
result in more revenues). The changes will also help Big Blue Bus customer service
representatives (CSR) to better monitor who is buying discounted passes online and
where those passes are being. mailed, so that if a CSR suspects abuse of fare policies
they can contact the buyer for verification of discount eligibility or even suspend mailing
to an address until the buyer comes to the Big Blue Bus transit store in person to verify
their eligibility for a discounted fare.
Financial Impacts & Budget Actions
The amendment to be awarded to Mortar Advertising, LLC is $14,300 and will be
charged to account 41643.522315. There is sufficient funding in the department's FY
2010-11 supplies and expense budget to implement these recommendations.
Prepared by: Linda Gamberg, Marketing & Public Information Coordinator
Approved:
Forwarded to Council:
.._.. ..._.. ,d_.
S~p~anie Negriff `' li Rod Gould
it ctor of Transit Services City Manager
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Reference Amended
Contract No. 9094 (CCS).