A government-commissioned project to redesign the strategic bus network for the Tel Aviv Metropolitan area, led by NSA Hub. The user-centric approach — never previously applied in the country's public transport planning — integrates observed travel behavior, service-level expectations, and accessibility equity into every stage of network design. For a metropolitan of 4.5 million residents and one million daily commuters entering from outside, alternative network designs were developed and evaluated using MATSim agent-based simulation, cellular origin–destination data, accessibility analysis, and an economic model of costs and subsidies. The evaluation balanced conflicting criteria through both standard multi-criteria analysis and Pareto-based comparison. Beyond the network itself, the project includes a phased rollout strategy, a detailed bottleneck analysis using space–time diagrams and operator GPS data, a tender review that recommended restructuring operator contracts — shifting incentives from kilometers traveled to headway adherence and service reliability — and the planning of a centralized control center for real-time management of all bus operations across the metropolitan network.