French Broad Adventures

FBA is Asheville’s premier outdoor adventure company, offering whitewater rafting, ziplining, and canyoneering experiences. As long-time clients of Status Forward, they approached us while preparing to launch a new course offering and sought guidance on how best to incorporate it into their website. Through collaborative discussions and an analysis of site metrics, as well as competitor and industry benchmarks, we uncovered broader opportunities to improve accessibility, mobile performance, and the overall user experience. These insights ultimately led stakeholders to pursue a complete website redesign.

My involvement

Design & Strategy Lead

Object-Oriented User Experience

Information Architecture

UI Design

Webflow Site & CMS Development

Collaborators

Leah Quintal

Laurel Scherer

Homepage

‍

Outcome

Improved navigation clarity and scalable content structure helped reduce confusion, prepare visitors, and streamline bookings.

Key areas:

Through OOUX, core objects and their relationships were mapped across the system. This object model informed both the CMS architecture and interface design, aligning the content structure with users’ mental models.
The updated navigation menu lets users see the activity options quickly and allows for growth. They can quickly find a package to save money, purchase gift cards, find seasonal offerings, and learn about group reservations.
Details about trips are stored as filterable metadata so users can easily find a trip that interests them.
A new locations section ensures a trip is mapped correctly to a meeting location, helping visitors find where they need to show up.
Relevant FAQs now appear on appropriate activities for search engine optimization and the global FAQs page, so that customer service can quickly reference all FAQs from one place.
Their new service offering, instruction, is now available in the main navigation.
With proper labeling, alt tagging, and minor color adjustments, the website passes accessibility tests with zero errors or contrast issues.
With 65% of visitors viewing the website on mobile, the mobile view was designed with intention, making it much easier and clear to use.
I added schema markup to critical areas of the site for more optimal search results and display.