Redesign: Norfolk Southern Website

Screenshot of homepage in mobile and desktop

Desktop View

Here are key highlights from the desktop view, showcasing the thoughtful design, streamlined user flows, and content strategy that created a unified digital experience.

A grid of images showing different pages on the Norfolk Southern website.

Mobile View

Here's a glimpse of the project in action on mobile, featuring a clean, intuitive design and user-friendly navigation that ensures a cohesive experience on any device.

Mobile grid of different Norfolk Southern Pages

Original Site

This comparison shows the transformation from the original page to the redesigned experience. The outdated layout, which lacked user engagement and clarity, has been replaced with a modern, intuitive design featuring streamlined navigation, improved content flow, and a more visually engaging interface—all executed through strategic digital production.

A screenshot of the old Norfolk Southern Design

Description

Over the course of 10 years, Norfolk Southern's NSCorp.com grew to approximately 2,800 pages, leading to navigation challenges, duplicated content that affected SEO, and difficulties in maintaining accurate information.

As Senior Digital Producer, I led the strategy and execution of a complete website overhaul, creating a streamlined, customer-focused experience highlighting the brand's commitment to safety, productivity, and sustainability.

Within two months of launch, key performance metrics improved significantly:

  • Engagement rates and time per session doubled.
  • New users increased by 21%.
  • PDF downloads rose by 11%.
  • Time-on-site grew by 25%, with users completing more on-site actions like form submissions, downloads, and email subscriptions.

Technology