BNSF Railway
Transforming
Experience Design
At North America's largest railroad, the Experience Design team was unfunded, mission-confused, and without organizational impact. Through a relentless focus on people, process, and measurable outcomes, Amanda transformed it into a 17-person powerhouse driving UX transformation across 40+ portfolios — and delivering results that reached from the boardroom to the field.
The Situation
Two teams. No shared mission. No organizational credibility.
When Amanda took over BNSF's Experience Design function in 2019, she inherited two separate teams — a UI/UX group and a Design Thinking group — that had been combined in 2017 but never truly unified. The organization offered 2 services, lacked a clear value proposition, and had limited standing with the business.
The team existed, but it didn't matter yet.
The Transformation
From 2 services to 7. From overlooked to indispensable.
Amanda rebuilt the team's operating model from the ground up — introducing pipeline management, relationship managers, quality checkpoints, CSAT, and NPS as the infrastructure of a real internal consultancy. She expanded the service portfolio from 2 to 7 distinct offerings, each designed to meet the business where it was.
Design Thinking
Tackle big, hard, unknown problems
UX & UI Design
GEL, wireframes, screen design, personas
User Research & Systems Thinking
Prototype testing, field observations, behavioral research
Project Readiness
Business process discovery, proposal blueprinting
Ideation & Innovation
XD Bootcamp, Trackathon, HCD training
Tech Evangelism
New tech scouting, virtual facilitation, remote support
Internal Services
TS communications, executive presentations
She also introduced 2 Relationship Managers — a concept borrowed from customer success — to build sustained, accountable partnerships with business units rather than one-off engagements.
Before & After
Before
2 services, 2 siloed teams
No pipeline management
No accountability framework
Limited business credibility
No field presence
After
7 services, unified team of 17
Full pipeline + relationship management
CSAT, NPS, quality checkpoints
Strategic partner to 12 departments, 8 divisions
Field impact: HFREI reductions, safety programs
2020 Snapshot
320+ engagements. Every corner of the organization.
In a single year, the transformed team delivered across every major function — from UX design and icon libraries to executive communications, field safety programs, and innovation sprints.
43
Tech evangelism engagements
71
'21 project readiness requests
The team's NPS of 67 exceeded the consulting industry average of 51 — a direct reflection of the cultural and operational transformation Amanda led.
"The decision to hold…design sessions, building a common plan and purpose, has resulted in a strong functioning team. We are delivering quality solutions with great teamwork and participation across Joint Facilities and TS team."
Lisa Fisher · Fmr. Manager II, Application Development · BNSF Railway
"Team had a misguided, preconceived idea that less is faster. (XD) helped us see it's really about the experience, not about the race."
Doug Gruben · Manager II, Application Development · BNSF Railway
The Artifact
See the full transformation deck.
The Experience Design Team Transformation Deck documents the full arc — from origins through 2020 results and the 2021 strategic focus areas.
Source Document
Experience Design Team Transformation Deck
BNSF Railway · 2020 · PDF
↗