REI (Recreational Equipment, Inc.) is a Seattle-based outdoor goods store that was founded in 1938. Since then, it’s opened stores across the United States and has developed a strong community rooted in the core principle of being outside more.
This website redesign arose when it became clear the current website was not evolving with the brand and was no longer meeting customer needs. While it was functional and robust e-commerce website, it was incredibly transactional, dated, uninspiring, and lacking in the love of nature and outdoor culture that differentiates REI from its competitors.
I specifically was a designer throughout the redesign process, focusing on the visual approach and page structure. I worked closely with UX designers to build intuitive user experiences for navigation, shopping, checkout, and category pages.
Additionally, I led concepting and design for the recurring modules used as building blocks for all pages. Due to the large scale of the site and its responsive nature, this was a necessity to ensure scalability and create consistency throughout REI.com. I worked closely with UX designers, developers, and other designers to create and templatize these.
