Market research
Compared real-time tracking, predictive analytics, transparency, and notifications.
Back to all work
Rail operations · Product design
Rail operations · Product designTurning rail operations data into faster decisions.
I led UX/product design for Transit Performance within Norfolk Southern’s NS Suite, helping customers compare routes and plan more reliable shipments. I worked across research, journey mapping, data visualization, and responsive design to turn dense rail data into clearer operational decisions.
Problem
Important details were hard to spot in dense reports.
The platform had to integrate real-time data from multiple sources while remaining understandable to experienced and novice users.
- Fragmented data: teams assembled one operational picture across multiple sources.
- Dense reporting: service risks and exceptions were difficult to identify quickly.
- Limited comparison: users struggled to compare routes, regions, and time periods.
- Delayed action: limited real-time visibility made proactive decisions harder.
Approach
Start with the decisions people need to make.
We interviewed logistics managers and site operations teams, reviewed existing workflows, mapped the shipment journey, and compared leading transportation platforms.
User interviews
Explored daily monitoring, reporting, exception handling, and mobile needs.
Journey mapping
Connected research, booking, transit, rail movement, last-mile delivery, and feedback.
Approach · Market research
Customers were used to getting updates before they had to ask.
FedEx Insight
Proactive shipment monitoring and exception alerts demonstrated the value of early communication.
UPS My Choice
Clear tracking and delivery controls showed how users can act on information, not simply view it.
DHL Express
Transparent milestones reinforced the importance of consistent status language.
01
Real-time updates enable proactive decisions.
02
Data transparency strengthens customer trust.
03
Predictive signals help teams prevent delays.
Approach · User interviews
Teams needed to spot delays and know where to look next.
Across roles, participants prioritized real-time tracking, accessible on-time performance metrics, simpler reporting, and the ability to work across desktop and mobile.
Logistics manager
“Real-time shipment visibility is essential for preventing delays.”
Site operations lead
“I need performance signals that are easy to compare across routes.”
Transportation analyst
“Dense reports slow down decisions when an exception needs attention.”
Customer operations manager
“Proactive updates help us communicate before a service issue escalates.”
Rail service planner
“The same information needs to work in the office and while I am mobile.”
01
Surface exceptions before they grow.
02
Make performance comparable across lanes.
03
Make the same information available on desktop and mobile.
Approach · User persona
Meet Sarah O’Kon.
Sarah is an operations manager responsible for reliable shipments, cost control, and on-time performance. She needs real-time tracking, compliance visibility, analytics, and trustworthy reporting to make quick decisions.
Approach · User journey
Every handoff creates a new information need.
The journey revealed opportunities to improve comparison during research, streamline booking, clarify terminal dwell, deliver real-time rail updates, and communicate potential last-mile delays.
Solution
A lane-performance dashboard built for monitoring, comparison, and action.
The new experience combines on-time performance, dwell time, empty fill rate, historical trends, forecasts, role-based views, filters, and automatic notifications in one responsive platform.
Lane performance
On-time performance, dwell time, and filters help teams compare routes and spot problems.
Advanced analytics
Comparative measures help users benchmark lanes and identify opportunities.
Responsive components
Consistent charts and labels help people use the same information in the office and on the go.
Results
Better visibility improved performance and customer confidence.
On-time performance
Improvement across key lanes through better visibility and proactive planning.
Customer satisfaction
Clearer tracking, reporting, and transparency increased trust.
Shared view
Teams could compare performance using the same metrics and labels.
Connected contexts
Monitoring, investigation, and action came together in one experience.
Key Learnings
A dashboard should help someone decide what to do.
The data was only useful if people could quickly see what had changed, compare it with other lanes, and work out where to investigate.
Integrate the data
Multiple sources must form one trustworthy performance view.
Design for simplicity
Strong hierarchy makes complex operational information accessible.
Communicate in real time
Updates and notifications improve trust and operational transparency.
Next steps
Move from reporting toward earlier intervention.
I would continue refining predictive signals, exception alerts, and role-based views so teams can respond before a service issue affects the customer.