Boreal River Expeditions

Enhancing clarity and confidence in high-consideration expedition bookings.

Project Overview

Boreal River Expeditions offers multi-day whitewater and backcountry trips in remote regions. These adventures have longer decision cycles, involve higher prices, and require visitors to understand logistics, difficulty, equipment, and group dynamics.

The challenge wasn’t just visibility — it was helping visitors quickly answer: “Is this trip right for me?”

My goal was to support the brand by improving the clarity, structure, and presentation of expedition pages, making the research and booking process feel intuitive and trustworthy.

My Role

  • Page publishing & structure implementation

  • Collaborated with leadership and a freelance SEO specialist

  • Executed EN/FR content updates and layout improvements

  • Selected and formatted visuals to enhance confidence and clarity

  • Made SEO adjustments based on recommendations

I was responsible for bringing the improved pages to life and ensuring they performed consistently across the site.

What Needed Improving

Through analytics and team discussion, we identified that visitors often needed:

  • clearer trip summaries and “who it’s for” guidance

  • better logistics explanations (duration, difficulty, equipment)

  • stronger content hierarchy (what do I read first?)

  • easier navigation across routes and variations

  • more confidence-inspiring visual storytelling

This is typical for high-trust products.

What I Did

  • Implemented UX recommendations to improve readability and flow

  • Restructured headings, details, and section order for clarity

  • Added bilingual content and ensured consistency in EN/FR versions

  • Selected & formatted photography that communicated the experience

  • Updated metadata and page elements for early SEO gains

  • Integrated booking information more clearly into the narrative

Focus: make the decision process easier and reduce friction.

Improvements & Impact

Expeditions naturally has a longer sales cycle — bookings often unfold over weeks of research. While major SEO performance is still building, early positive signals include:

  • Increased clarity and consistency across trip pages

  • Better user guidance for choosing the right expedition

  • More immersive browsing experience reflecting real trip conditions

  • Stronger foundations for future SEO growth and seasonal booking pushes

  • Reduced confusion and fewer “Where do I start?” questions from users

These changes support long-term conversion and improve trust with prospective travelers.

Content & UX Enhancements

insert some visual examples of ux improvements.

  • before/after content hierarchy

  • restructured “trip overview” and “Who it’s for” sections

  • improved photo placement to match story flow

  • cleaner multi-language layout

  • simplified pricing + logistics presentation

  • stronger hero images + section dividers

This section helps visitors and recruiters see your ux logic

Reflection & Skills Demonstrated

This project deepened my understanding of:

  • UX for long-consideration journeys

  • Structuring content for high-intent decision-making

  • Integrating bilingual content seamlessly

  • Coordinating with SEO contractors and leadership

  • Presenting complex trip information clearly

It strengthened my ability to execute improvements that build trust — even when immediate metrics are still developing.