Backroads.com: Customer Journey

Backroads.com: Customer Journey

The Challenge: Backroads.com needed to replatform their website. After interviewing stakeholders across the company it became clear that the front-end of the website was only one part of what needed updating. The core of the Backroads experience was content, created across the company, for every part of the guest facing business. The business was being negatively impacted by convoluted business processes, lack of accountability, and insufficient technology infrastructure to support the creation, storage and implementation of content across the enterprise. We needed to fundamentally challenge the way Backroads created, approved, and deployed their content via Print & Digital. Over the period of 19 months I lead the following initiatives:

  • Interviewed stakeholders across company in regards to the customer experience
  • Executed complete audit of company content
  • Created extensive map of current UX and systems that supported them
  • Gathered technical and business requirements across departments
  • Executed competitive analysis of web content architecture across the travel vertical
  • Evaluated wide range of CMS & E-Commerce platforms and made recommendation based on budget, requirements and total cost of ownership analysis
  • Selected implementation vendor and advised ongoing execution to implement company wide content management ecosystem with Drupal 8
  • Collaborated extensively with IT, Operations & Sales to align on strategy and execution
  • Built CMS roadmap
  • Managed first phase of CMS implementation

Customer Journey Map

Front-end web product design.

Anna Noelle Rockwell: Artist

Anna Noelle Rockwell: Artist

The ORT Project: Artist Collaboration

The ORT Project: Artist Collaboration