Fraserway RV DXP
Timeline
July 2021 - December 2023Role
Type
Fraserway RV DXP
What if an RV company could unify all departments and locations into one seamless digital experience?
Fraserway RV, one of Canada's leading RV rental and sales companies, needed to transition from Drupal to Salesforce Commerce Cloud to unify their CRM and enable personalization across rentals, sales, parts, and service departments.
Product listing page with geolocation activated showing location-based inventory
Product detail page showcasing pricing and RV specifications
Homepage hero with call-to-action leading to product listing page
Department cards guiding users to the right journey (Rentals, Sales, Parts, Service)
Find Your Perfect RV - Educational content helping users choose the right RV type
The Opportunity
Project Overview
As UX lead for the business, my role was to provide context, support and approval for functionalities designed by the design agency.
Our Goals
Platform Migration
Successfully migrate from Drupal to Salesforce Commerce Cloud
CRM Integration
Achieve 100% streamlined integration between Commerce Cloud and Salesforce CRM
Enable Location
Enable location-based content
Feature Rich Product Detail Pages
Create comprehensive product detail pages with rich features and information
Flexible filtering for RVs
Enable flexible filtering options for RV search and discovery
The Problem
Platform Migration Complexity
The introduction of Salesforce CRM required a complete platform migration from Drupal to Commerce Cloud, while balancing the competing needs of four departments (Sales, Parts, Service, Rental). Additionally, coordinating with two separate external teams—one for design and one for development—added significant complexity to the project. Joining the project partway through after discovery had already been completed created additional challenges.
Our Process
Our Approach
Transitioned from UX Lead to Product Owner role, working with cross-functional team including IT Project Manager, National Marketing Manager, and external agencies to deliver Salesforce Commerce Cloud implementation.
Platform Evaluation
Evaluated multiple e-commerce platforms including Salesforce Commerce Cloud, Adobe Commerce (Magento), and Shopify Plus. Analyzed technical capabilities, CRM integration potential, and multi-department support to identify the best fit for Fraserway's complex business needs.
Competitive Analysis
Researched leading RV rental and sales companies in the industry. Identified best practices for search, filtering, location-based experiences, and customer journey optimization.
User Research Across Departments
Conducted stakeholder interviews and user research across Sales, Parts, Service, and Rental departments to understand unique workflows, customer touchpoints, and pain points. Documented department-specific requirements and identified opportunities for unified experiences.
Cross-Department Workshops
Facilitated workshops with representatives from all four business units (Sales, Parts, Service, Rental) to surface competing priorities and identify shared goals. Built stakeholder alignment around platform migration objectives and CRM integration value.
Requirements Prioritization Framework
Developed prioritization matrix balancing department needs, business impact, technical feasibility, and customer value. Worked with IT Project Manager to sequence feature delivery and manage dependencies across departments.
Change Management Planning
Identified change management risks across departments and developed communication plans for platform transition. Collaborated with National Marketing Manager to prepare marketing and content teams for new CMS workflows.
Technical Evaluation Criteria
Defined evaluation criteria including CRM integration capabilities, multi-location support, personalization features, content management flexibility, and developer ecosystem. Salesforce Commerce Cloud scored highest for seamless CRM connectivity and enterprise scalability.
Business Case Development
Built business case demonstrating ROI from improved data visibility, reduced manual processes, and enhanced personalization capabilities. Presented recommendation to leadership highlighting long-term platform sustainability and competitive advantages.
Agency Selection & Onboarding
Led RFP process to select external development and design agencies with Salesforce Commerce Cloud expertise. Established communication protocols, defined deliverable expectations, and onboarded agency partners to Fraserway's business context.
UX Research & Wireframing
As UX Lead, conducted user journey mapping for rental and sales paths. Created low-fidelity wireframes in Figma exploring homepage navigation, department selection, product discovery flows, and multi-location experiences. Validated concepts with customer feedback and usability testing.
Visual Design & Design System
Coordinated with external design agency to develop high-fidelity mockups and establish design system in Figma. Created component library using Bootstrap framework for consistent UI patterns across rentals, sales, parts, and service sections. Ensured brand consistency while accommodating department-specific needs.
Stakeholder Review Cycles
Facilitated bi-weekly design reviews with department stakeholders, gathering feedback and iterating on designs. Balanced competing aesthetic preferences and functional requirements while maintaining focus on customer experience and business objectives. Documented design decisions and rationale.
Agile Sprint Planning
Transitioned to Product Owner role in January 2022. Established two-week sprint cadence with external development agency. Broke down features into user stories, defined acceptance criteria, and prioritized backlog based on business value and technical dependencies.
Technical Specification & Translation
Translated design requirements into technical specifications for development team. Documented API integrations between Commerce Cloud and Salesforce CRM, location detection logic, inventory synchronization requirements, and personalization rules. Resolved technical questions and clarified ambiguities.
Cross-Functional Coordination
Coordinated across IT Project Manager (infrastructure and integrations), National Marketing Manager (content and SEO), external development agency (implementation), and external design agency (UI refinements). Managed dependencies and kept all teams aligned on timeline and deliverables.
Functional Testing Across Departments
Developed comprehensive test plans covering rental booking flows, sales inquiries, parts catalog search, and service scheduling. Coordinated UAT (User Acceptance Testing) with representatives from each department to validate workflows matched real-world business processes.
CRM Integration Validation
Tested end-to-end data flow from Commerce Cloud to Salesforce CRM. Verified customer records, lead attribution, inventory updates, and cross-department visibility synchronized correctly. Worked with IT to resolve integration bugs and data mapping issues.
Multi-Location Testing
Validated location detection accuracy and location-based content personalization across Canadian markets. Tested inventory availability, pricing variations, and regional content display. Ensured consistent brand experience while respecting location-specific differences.
Phased Rollout Plan
Developed phased migration strategy to minimize business risk. Planned soft launch with limited traffic, monitored performance and customer feedback, then gradually increased traffic allocation. Maintained Drupal fallback during initial launch period for quick rollback if needed.
Content Migration & SEO Preservation
Coordinated with National Marketing Manager to migrate blog content, product descriptions, and marketing pages from Drupal to Commerce Cloud CMS. Implemented 301 redirects to preserve SEO rankings and prevent broken links. Validated search visibility and organic traffic maintained post-migration.
Training & Documentation
Created training materials and documentation for marketing team to manage content in new Salesforce Commerce Cloud CMS. Conducted training sessions teaching content publishing, blog management, and promotional campaign setup. Empowered team independence and reduced developer dependency.
Performance Monitoring & Analytics
Established analytics dashboards tracking Sales Qualified Leads (SQLs), conversion rates, bounce rates, and customer journey metrics. Monitored 10% increase in SQLs post-launch, validating improved customer experience and platform effectiveness.
User Feedback & Iteration
Gathered qualitative feedback from customers and internal stakeholders. Identified friction points in booking flows and product discovery. Prioritized quick wins for immediate optimization while building roadmap for longer-term enhancements.
Personalization Roadmap Development
Built Phase 2 personalization roadmap leveraging location-based content foundation. Planned features including personalized RV recommendations based on search history, account-based experiences for returning customers, and adaptive content based on customer preferences. Positioned platform for ongoing innovation.
Project Impact
Successfully delivered Fraserway's first large infrastructure product, achieving 10% MQL increase, 100% Commerce Cloud to CRM integration, and complete data visibility across all business units.
MQL Increase
Increase in Marketing Qualified Leads through improved customer journey
CRM Streamline
Full integration from Commerce Cloud to Salesforce CRM
Data Visibility
Complete visibility across Sales, Parts, Service, and Rental
"Jackie's unique blend of UX design and software development skills are an extremely valuable asset to any team working on digital projects. His ability to think outside the box and come up with quality solutions quickly to meet seemingly impossible deadlines is extraordinary. What I appreciate about Jackie the most is that nothing stops in the way of him getting something done, even if it means learning something completely new at light speed, he always comes through for you."
IT Project Manager
Fraserway RV
KEY LEARNINGS
Key Learnings
Design Insights
Visual and interaction design learnings
•Multi-dept alignment required stakeholder management skills
•External agency coordination requires clear communication protocols
•Location-based personalization provides immediate value
Product Insights
Why this approach is valuable
•Rentals required a different user experience and approach
•Customer discovery should have been included at the start
•Joining after discovery was completed created challenges
•User research was done after website was built, not before
•Design and development teams should not have been separate
•Supervised user testing is better than heatmap analysis
•Platform migration requires careful change management
•Salesforce Commerce Cloud provides powerful CRM integration
•Infrastructure product taught valuable enterprise lessons
Specific details may be limited due to NDAs. Projects may be updated due to growth.
Interested in Working Together?
Let's discuss how I can help drive your product strategy and cross-functional initiatives.