Florida SunPass Discovery and Design

The Challenge

Florida Turnpike Enterprise initiated a large-scale modernization effort in early 2020 to update and improve all customer engagement platforms for Florida SunPass — one of the largest electronic toll collection systems in the country. The goal was to optimize every interaction touchpoint and deliver a best-in-class customer journey across the public-facing website, account management tools, and in-app experiences. GovWebworks was selected based on its transportation domain expertise and UX design capabilities.

Our Approach

The engagement began with executive and stakeholder interviews to align on program priorities, followed by a thorough assessment of legacy systems and their limitations. End-user research included in-depth interviews, field observations, and surveys that surfaced how real users were navigating SunPass services and where friction was highest. The team developed detailed user profiles and created a new information architecture grounded in that research. Findings were validated through card sorting exercises and tree testing in A/B comparative scenarios using Treejack — a rigorous approach that provided evidence-based confidence in the proposed structure before a single pixel was designed.

The Result

GovWebworks delivered a comprehensive design package: low-fidelity wireframes, interactive prototypes, high-fidelity mockups, and a full pattern library establishing a consistent visual and interaction language across SunPass platforms. The phased implementation plan prioritized the public-facing website as the first release, with in-app feedback mechanisms built in to collect ongoing user input and inform future phases. The discovery and design work gave FTE a clear, validated roadmap for modernizing one of Florida’s most widely used public-facing digital services.