Norfolk Southern Case Study
RAIL OPERATIONS · PRODUCT DESIGN
Turning rail operations data into faster decisions.
I redesigned Transit Performance to help customers compare routes, spot delays, and plan more reliable shipments without working through dense reports.
PROBLEM
Important details were hard to spot in dense reports.
Teams had to combine data from multiple places, compare routes manually, and wait too long to recognize service risks.
- Fragmented operational data
- Dense reporting
- Limited route comparison
- Delayed action
APPROACH
Start with the decisions people need to make.
I combined interviews, competitive research, workflow review, and journey mapping to define a clearer monitoring experience.
01
Market research
Compare tracking, analytics, transparency, and notifications.
02
User interviews
Understand monitoring, reporting, and exception handling.
03
Journey mapping
Connect research, booking, transit, rail movement, and delivery.
APPROACH · MARKET RESEARCH
Customers expected updates before they had to ask.
FedEx, UPS, and DHL showed how proactive notifications, clear milestones, and consistent status language can support faster action.
APPROACH · USER INTERVIEWS
Teams needed to spot delays and know where to look next.
Logistics managers, operations teams, and analysts prioritized real-time tracking, comparable performance, simpler reporting, and mobile access.
01
Surface exceptions
Show risks before they grow.
02
Compare lanes
Use consistent measures across routes.
03
Work anywhere
Make the same information available across devices.
APPROACH · USER PERSONA
Meet Sarah O’Kon.
Sarah is an operations manager responsible for reliable shipments, cost control, and on-time performance.
APPROACH · USER JOURNEY
Every handoff creates a new information need.
Mapping the shipment journey revealed opportunities across research, booking, terminal dwell, rail movement, last-mile delivery, and feedback.
SOLUTION
A lane-performance dashboard built for monitoring, comparison, and action.
The platform brings on-time performance, dwell, empty fill rate, historical trends, forecasts, filters, and notifications into one responsive view.
01
Lane performance
Compare routes and spot exceptions quickly.
02
Advanced analytics
Benchmark performance and identify opportunities.
03
Responsive components
Use consistent information in the office and on the go.
RESULTS
Better visibility improved performance and confidence.
01
10%
On-time performance improvement
02
10%
Increase in customer satisfaction
03
1 view
Shared performance language
KEY LEARNINGS
A dashboard should help someone decide what to do.
01
Integrate the data
Multiple sources must form one trustworthy view.
02
Design for simplicity
Hierarchy makes complex information usable.
03
Communicate in real time
Updates support trust and proactive decisions.
NEXT STEPS
Move from reporting toward earlier intervention.
Continue refining predictive signals, exception alerts, and role-based views so teams can act before service issues affect customers.