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Is the site layout optimized for the iPhone?
Yeah, but it works on most other phones its been tried on (limited audience so far, but I know it works well on the G1, as well as on some basic browser phones with small screens)

By the way: any feedback as to how it looks on non-smart phones + screenshots would be really appreciated.

It's nice if you already know the routes, names, etc. But what if I want to go to Golden Gate Park and only have a vauge idea how to get there, transfers, etc?
Well, at least at this phase, I'm solving the very specific problem (dogfooding like crazy here, btw) of having a very set routine that can involve N number of busses where N > 1. Instead of having to look up departure times for each bus individually, you just set a bookmark. Now every morning, I just click "To Shuttle" and have everything I need to know.

Stuff like directions is already handled by Google Maps, though I realize that's not available on all phones.

Between the ‘pick a direction’, ‘pick a stop’ and displaying the actual time, if you could show some location graphic it would be nice. Also I will suggest you use Google Maps or any similar service to give it some colors. Great idea!!!
I like that... I'll have to see if there's a way to locate the stops short of just maintaining a database. I'll also need to be careful with browser detection - I don't want to be loading a Google map on an edge connection. I'm trying to walk a fine line with having a nice user experience and making it usable on ANY mobile device.