E-470: Website Redesign for Colorado's Toll Road Authority

Overview

E-470, the 47-mile toll road serving the Denver metropolitan area, partnered with Fruition to redesign their website to better serve millions of annual commuters who need to manage their accounts, pay tolls, and access road information.

Challenge

As a public toll authority, E-470’s website serves a diverse audience — from daily commuters managing transponder accounts to occasional travelers needing to pay a toll. The existing site was difficult to navigate and didn’t prioritize the most common user tasks, leading to increased call center volume and user frustration.

Approach

Fruition redesigned the E-470 website with a task-oriented approach, prioritizing the most common user actions — account management, toll payment, and transponder ordering. The team implemented a clean, accessible design that met government web standards while dramatically simplifying the user experience.

Results

The redesigned website delivered a 38% increase in conversion rate, an 81.61% increase in session duration, and a 2.28% improvement in bounce rate — providing E-470 commuters with a streamlined experience for managing their toll accounts and reducing friction for common tasks.