Digital PROJECT
Rei.com Reimagined
Roles
Strategy
Concept
User Experience
Design
Art Direction
About
With about 75% of in-store purchases being proceeded by a visit to rei.com, REI’s site needed a digital transformation to meet the growing needs of its customers, who increasingly search, browse, and research products online. We reimagined rei.com to help customers make informed purchased decisions, while providing a platform for inspirational and educational materials in a completely integrated online shopping experience. Core to REI’s brand proposition of being experts in outdoor gear and clothing, we also created an experience where customers could digitally connect with Green Vests, in-store experts that set REI apart from its competition.
Leading with inspiration
True to REI outdoor roots, we designed the site to lead with activities rather than products in order to encourage visitors to become inspired by the outdoors. The homepage serves as a portal to related outdoor gear, and an invitation to join REI’s adventure classes, events and tours. Geolocation serves up relevant nearby activities that visitors may be interested in.
Quick access
We used predictive search algorithms based on live queries to provide quicker access to relevant products, inspirational stories, and educational resources. We then surfaced a curated shopping experience complete with comparison tools integrated directly into the checkout flow.
Running Wild
We created online tools to help users find the perfect pair of running shoes, including an interactive fit guide, 3D product demos, and a real-time synchronized shopping environment with Green Vests. The result was a highly immersive shopping experience that not only inspired, but educated users about REI’s broad offering.
