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Railroad metrics for executives on the go.


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Railroads offer the most dependable and lowest carbon footprint for bulk shipping on land. With freight volumes on the rise, railroad companies need a way to monitor the health of their fleets. Delayed responses to operational issues could lead to late shipments or spoiled goods. In today's fast-paced world, railroad owners need to make informed decisions from real-time data, especially while they are on-the-go. 


User Research,

Workshop Facilitation,

User Interviews, 




June - August






Adobe Creative Suite





Railroad owners need to know the operational and financial health of their fleets. Fleet metrics play a pivotal role in providing valuable information that helps identify potential issues and drive strategic improvements. However, given the demanding nature of their roles, railroad executives are frequently on the move and may not have the time or convenience to sit down with a laptop and dive deep into the intricacies of railroad data analytics. 



Introducing DASH, a mobile app that simplifies the complexities of railroad metrics by transforming them into meaningful and actionable widgets.  DASH allows users to build a dashboard from scratch or utilize an onboarding tool to generate a meaningful layout.


The app empowers users with drill-down capabilities allowing them to delve into specific metrics and gain deeper insights into their fleet's performance. Furthermore, DASH's seamless sharing functionalities enable users to communicate problem areas via email or text. Pairing these railroad metrics with an alerting system provide railroad owners a powerful tool for managing their fleets wherever they go. 

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The project started with our UX team (myself & 1 UX researcher) receiving second-hand information about a yardmaster's (person in charge of a railroad yard) of  workflow. We quickly realized that the information provided to us was insufficient for building a product. Many phone calls and a site visit later, we were able to collect data around various personas that provided the backbone for my designs later in the process. 

Once I had a basic understanding of the company's product line and logistics space, I interviewed with Subject Matter Experts (SMEs) in my organization. These interviews provided a deeper understanding of the users who would benefit from a mobile dashboard tool. These initial findings provided a foundation for understanding the end-user and developing personas. 

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The primary persona described an executive c-suite individual who holds responsibility for making strategic decisions for their company. This person moves from meeting to meeting and needs to stay aware of their company's problem areas and opportunities for growth. 

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The secondary persona portrays a mid-level manager who stays vigilant on operational metrics for a specific portion of the company's fleet. This individual tends to be on the road to travel to their various railroad yards to ensure optimal operations. 




I kicked off the ideation phase, I conducted a workshop. I recruited internal experts from multiple products and guided activities to define how a mobile dashboard could provide value. We reviewed the personas I created and generated additional goals, responsibilities, and pain points based on real-world examples. Afterward, I guided an affinity activity to prioritize the relevant metrics to display upon login. 

I concluded the workshop with a round-robin activity. The participants would draw a solution, then trade with a neighbor and take turns improving each other's ideas. After a few rounds, we produced a high volume of pressure-tested concepts, which I would use as a basis for the design phase. Armed with a prioritized list of metrics and ideas for how to display mobile data, I was ready to begin the design process. 


Utilizing the Design Sprint Methodology, I began working on a prototype. I set a different design goal per week: build a robust login process, develop a streamlined onboarding methodology, design Key Performance Indicator (KPI) widgets, and so on. In efforts to align with product strategy, I used typography and color patterns from the existing portfolio and settled on the name "DASH." "DASH" because the product is a mobile dashboard and can be accessed while users dash from meeting to meeting. 

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Through the design process, I solicited internal feedback and conducted customer interviews. I found that users wanted to see more data than could be readily displayed on a mobile device. Users also wanted to share relevant data with others in their team or customize the layout of the dashboard. 

I accounted for these requests by implementing drill-down functionality into specific KPIs. I also created a process that allowed users to share widgets via email or text. Users that wanted a custom layout could create a unique view by rearranging the dashboard via drag-and-drop behavior. 



1. First-time users go through an initial onboarding.

The user prompted to select which types of metrics are most important for their decision making. These selections help filter which metrics they wish to add to their dashboard.

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2. The app generates a dashboard with drillable widgets. 

Users can quickly search for other widgets to add or swap to their page.  The user can open individual widgets to see specific information and specify a particular region, commodity, or fleet.

3. The app provides alerts the user of any abnormalities in operations. 

Based on settings dictated by the user's organization, the user can opt to receive warnings if particular metrics fall out of a specified threshold. 

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4. Users can act on any widgets by sharing via text or email.

Based on settings dictated by the user's organization, the user can opt to receive warnings if particular metrics fall out of a specified threshold. 

Final Look


The final design of the mobile dashboard received a positive reception from both users and internal stakeholders. However, due to conflicting timelines with other ongoing projects and limited development resources, the decision-makers opted to postpone the development of DASH for the time being. While the project itself has not yet been launched, it has nevertheless generated valuable insights that have informed and influenced other dashboard-related initiatives within the company.

This project offered me an invaluable opportunity to embark on the complete UX process, from conception to design. As a budding designer, I found this experience truly exciting and enlightening. I owe a special thanks to the talented UX researchers at my company, namely Eva Abella, Sam Rendon, and Kunwar Walia. Their deep industry knowledge and guidance played a pivotal role in conducting meaningful interviews and gathering crucial insights.



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