Railinc is the largest, single source of real-time, accurate interline rail data for the North American railroad system and is a wholly-owned subsidiary of the Association of American Railroads (AAR), providing the railroad industry with resources for IT and information services. With over forty services offered to railroads and affiliated companies, the Railinc website struggled to provide an optimal user experience to a wide array of audiences. Through a website assessment and consulting engagement, DesignHammer identified the high-level user experience, content, and functionality recommendations for the new Railinc web presence, including clear calls to action and user journeys for each target audience, white papers to promote thought leadership and facilitate lead capture efforts, quantitative evidence for products through relevant industry statistics and specific custom case studies, and a consistent taxonomy for products, resources, and blog content to easily expose related content to users. DesignHammer then developed a new Drupal website, targeted at satisfying all of the identified improvements.
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