This document describes a project in Dubuque, Iowa to optimize public transit routes using smart travel data. Mobile device and travel survey data will be collected and analyzed to understand travel patterns. This includes origin-destination matrices, corridor speeds, trip purposes, and meaningful locations. The data will then be used to optimize bus stop placement, operations, and generate new route proposals. A mobile app and analytics process are proposed to segment trips, classify trip purposes, and validate smart travel data against traditional surveys. The goal is to improve public transit service through route optimization.