• Solution type: CMS
• Primary goal: Digital Engagement
• Tools used: Sitecore, Sketch, Coveo, UserTesting.com, Adobe CS, Zeplin, InVision, Axure
Fortune 500 corrugated packaging company serving customers in multiple industries and countries all over the world.
Boasting a global footprint and a client base in the hundreds, WestRock is America’s second-largest packaging company. With decades of experience in developing and supplying world-class paper and packaging products, the company now generates annual revenues exceeding $15 billion. Its 50,000 team members live and work in 30 countries developing intricately-designed packaging innovations. WestRock focuses on creating customizable, recyclable, and sustainable solutions that not only meet business needs but are also environment- and community-friendly. With its best-in-class consumer packaging, machinery, corrugated, and paper solutions, WestRock is “Connecting People to Products®”.
Outdated customer-facing website adversely affecting its online presence and digital engagement
WestRock’s customer-facing business website is one of its most valuable digital assets. Since it was first set up in 2016, it has undergone several additions and updates. Historically, many of these changes have been done very haphazardly, with little or no attention given to important aspects like intuitiveness, usability, and accessibility. By 2019, the site had grown to a 1000+ page behemoth that struggled to meet its goals with regards to digital thought leadership and customer communications. Moreover, due to its legacy Content Management System (CMS), security and data privacy had become serious issues, leaving WestRock vulnerable to cyber-attacks and legal risks. Site stability was down, while maintenance costs and downtime were on the rise.
WestRock urgently needed a revamped website that eliminated all these issues so they could share relevant information with key stakeholders, boost their credibility, accomplish their marketing goals, and reinforce their brand value. To meet these key objectives, they required a modern, comprehensive, and user-friendly CMS that would:
Sitecore Experience Manager™ (XM) is a multi-functional CMS that enables brands to fully control every aspect of their website content lifecycle – from editorial, workflow, and reporting, through to organization, security, and even user administration. They can quickly create multiple sites across different languages and display them across all devices and channels including mobile. Plus, this content can be personalized so they can engage with customers at the right time and on the right channel. All in all, Sitecore XM provides a strong foundation for seamless digital identity, strategy, and engagement, making it one of the most popular CMS platforms out there.
Unlike many other CMS, the back-end functions in Sitecore CMS such as content creation, management, and storage are separated from front-end content functions like presentation and delivery. This makes it easier to reuse content across multiple pages, applications, and devices. It also enables content creators to easily preview and publish content without developer or IT support.
Due to all these advantages of Sitecore XM, WayPath recommended this CMS to WestRock. Based on an analysis of their existing website, its current challenges, and their future needs, we drew up a multi-phased project plan. We also defined a new technical architecture and planned the end-to-end upgrade to Sitecore (migration and deployment). Along the way, our multi-functional team of developers, Sitecore experts, and project managers addressed all back-end and front-end website issues, and also implemented enhancements and numerous ancillary microsites. They formulated a robust content strategy and the redesigned roadmap for the current website. While developing the website, they used a storytelling canvas to ensure that the end-user remained the focal point of the project. Since usability and accessibility were key requirements for the new website, our team performed UX testing to identify the enhancement potential for new web features, content, and functionalities. They also thoroughly refreshed the information architecture and UI design to match the latest WCAG 2.1 accessibility standards.
In addition to Sitecore CMS, the WayPath team effectively leveraged some world-class tools that enabled us to deliver the project on time, on budget, and as per scope.
WayPath successfully upgraded WestRock to Sitecore XM and also delivered a more user-friendly and accessible website.
Updated Sitecore CMS: WestRock’s content creators can quickly create high-quality copy and tailor it with customizable rules to effectively manage their brand’s digital presence. They can also test and optimize it to deliver personalized digital experiences to their audience consistently without needing to rely on in-house developers.
Updated website: With the new website, WestRock’s customers can find the information they need thanks to its clean layout and well-organized sections. The content can be easily audited and updated to ensure that it is always relevant, engaging, and on-brand.
Ongoing maintenance and support: In addition to the initial Sitecore upgrade and website re-design, WayPath also supports WestRock with day-to-day maintenance tasks.
The site redesign and CMS upgrade project happened over the course of 2019 and 2020. Since then, WayPath continues to work on site enhancements, particularly in the areas of high-value content creation, performance and functionality improvements, and overall design consistency. We also track the performance of the CMS and ensure that all issues are quickly addressed before they cause issues like downtime or instability.