Reimagining UP.com: Building a Better Experience for Our Customers

That commitment drove one of the most important enhancements of our modernization journey: the redesign of UP.com for all stakeholders, as the showroom of the railroad, and of My Portal, our redesigned customer interface.

Our talented team of storytellers, designers and tech experts took a hard look at every part of UP.com - from the content to the look to the engine room. Our team went page by page, rewriting and refining content to make it not only easy to consume but also searchable and AI-crawlable - ensuring Union Pacific's story stays discoverable in the digital space.

We streamlined 11,000 pages into 1,700 strategic ones, reduced editing access to a focused team and cut main navigation links from 48 to 16. The result is a complete rebuild designed around usability, clarity and performance.

For My Portal, we brought critical tools and insights together in one place, organized into three clear categories - Plan, Ship and Pay. The intuitive layout helps customers navigate seamlessly, act quickly and do business more efficiently. Already available for Manifest and Bulk customers, it will roll out to Intermodal and Auto customers this month.

The new structure and search capabilities mean users can quickly locate shipping tools, safety information or sustainability data without getting lost in layers of links.

Since launch, more than 1 million unique visitors have explored the new UP.com. They're finding what they need faster and engaging more deeply with our content, tools and customer resources. Meanwhile, our sister site - the merger microsite - is educating stakeholders on how America will benefit from a coast-to-coast railroad, helping to garner more than 15 billion impressions from across the globe.

UP.com now reflects what Union Pacific stands for: innovation, reliability and service. It's our digital front door, connecting customers, communities and partners to a railroad that's building what's next.