BNSF's New Look

Yesterday, BNSF Railway Company unveiled their new look - a redesigned and extensively upgraded corporate web site at bnsf.com. BNSF describes their recent effort as the culmination of months of work to review all content, photos, and graphics and “lays the foundation for continued improvement.”

Despite not being a “rail shipper” myself nor a BNSF customer directly, I have been to their web site countless times for information that I need in my work as a rail journalist/photographer. In my opinion, the new site has a much “lighter” look and feel, yet the content seems more accessible. 

Here is a view of the new site:

BNSF Railway Company’s new web site.

Several key elements of the new design are readily apparent. The main graphic of the web site has been replaced with a Flash-based (bummer for us iPad/iPhone users!) application that appropriately highlights the key elements and efficiencies of rail transportation and how BNSF is a leading provider of a solid and effective transportation system.

Another new element is the “Virtual Train Tour.” This is another Flash-based application that provides a general overview of the elements that constitute a train and the supporting infrastructure. Since I found the content visually appealing yet light in content, and assuming that BNSF’s target audience are folks less versed in the industry than I, I asked my kids to walk through the tour. (In all fairness they did state that it was a “general overview…”)

The kids (19 and 18 years old) both liked the motion and the interactivity that the application affords and even learned some things about railroads they did not know before. (NOTE TO SELF: Remember to disown the kids!)

However, we both agreed that something was missing that could tie it all together - sound and voice-overs. Perhaps a background sound for the animations would help complete the experience. Also, the videos and photographs did not have any descriptions that associated them to the content. The videos, in particular, while interesting to watch in some respect, warrants some narration or voice-over to tell their story.

Overall, the BNSF has done a good job of addressing and segmenting the various groups of their target audience - current and prospective customers, employees, retirees, and communities. I applaud BNSF’s effort to remain fresh and current and to use technology, not for technology’s sake, but to attain, maintain, and foster a quality experience and relationship in today’s media-rich and accessible environment.

As with any major release of technology like this, the are some bugs and quirks that will need to be addressed. For example, I did have an issue with some of the map features that did not work with the Chrome browser but did work with Firefox and Internet Explorer. Over time it should all come together nicely.

I suggest that you browse the site and see what you can glean from the content and new format. I discovered some nuggets of information that I will be sharing in a later post or two. I am sure that BNSF would love to get your feedback. You can comment here or send them an email. Afterall, it was meant to interact with you as well.

SECOND CHANCE - See the Santa Fe 3751 Run This Weekend in Southern California

Per the Santa Fe 3751 Facebook page,

Santa Fe 3751 will haul 4 private cars and a Metrolink diesel from San Bernardino to Los Angeles as part of the Railroad Days event in celebration of the 200th anniversary of the founding of the city of San Bernardino. For tickets and information call: 909-792-3827.

Here is a map of the route that I put together to assist you in planning your chase:

View Route of the 3751 for May 8-9, 2010 in a larger map

Trails & Rails ... & Podcasts?

According to the National Park Service’s web site, the Trails & Rails program

“is an innovative partnership program between the National Park Service and Amtrak. This program provides rail passengers with educational opportunities that foster an appreciation of a selected region’s natural and cultural heritage; it promotes National Park Service areas and provides a value-added service to encourage train ridership. It also renews the long tradition of associating railroads with National Parks.”

The “educational opportunties” are typically a very knowledge volunteer or two that are on-board the train and they give a verbal presentation and are available to respond to traveler’s questions.

I feel that the Trails & Rails program is very cool and can add tremendous value to one’s trip.  Deb and I would often wonder what the local history of the area was that we were traversing through during our many road trips.  In fact, her and I even thought of creating a product that travelers like us could play a CD that would describe the local history through a narrative and play music that fit the scenery and story, but like our other ideas, we had no funding for such an endeavour. So I think it is great that this program is available for others to enjoy.

From what I gleaned from the Trails & Rails web site, the program is only offered on some of the trains that Amtrak offers and only on a portion of the route as well.  That’s OK. Something is a whole better than nothing. However, there is now another option for train travelers - podcasts.

Here is an explanation from a page about the podcasts at the NPS’ Trails & Rails web site:

The National Park Service’s Trails & Rails program is expanding the Amtrak ® traveler’s experiences with another opportunity to learn about the nation’s national parks.

NPS has staff and volunteers on key Amtrak® trains promoting the national park sites, answering park questions, etc. and some Amtrak passengers can now be able to download audio podcasts highlighting the history and sites of interest along their route. The podcasts are accessible via smartphones, computers and strategically played at “on board” display screens on key Amtrak® trains, providing an audio guide, NPS anecdotes and fun facts.

Passengers can also download a printed version of the podcast, a perfect format for both teachers and the hearing-impaired. The podcast is a feature of the NPS Trails & Rails program, and was developed as a partnership between Amtrak®, the Department of Recreation, Park and Tourism Sciences at Texas A&M University and the National Park Service.

Volunteer at http://www.nps.gov/getinvolved/volunteer.htm 

Route of Amtrak’s Sunset LimtiedCurrently there is only one offering and that is for Amtrak’s Sunset Limited which provides service between Los Angeles and New Orleans but I am certain more are planned.  The podcast appears to cover all of the key points along the route and some less known locations as well.  You can print out the narrative as a .PDF file if you prefer to read the information or for the hearing impaired traveler.

If you think about, now you have one more reason to travel by train besides you can keep your shoes on and use the bathroom whenever you desire.  Because railroads operate at “ground level” instead of 35,000 feet there is a lot to see.  Not only can you see beautiful scenery, you also get to see many areas that you cannot see any other way because, often, rail corridors are in remote regions and predate the interstate system.

Good job Amtrak and the National Park Service for combining two wonderful aspects of America and keeping it current and accessible. If only the system had GPS capabilities…Shhh…nevermind!