Reviving the REI Uncommon Path site with a new visual direction and interactions
Context
Internal Intern Project @ Code and Theory
ROLE
End-to-end Product Design, User Research, User Design
Tools
Figma
TEAM
Kenneth Hargrove, Caroline Kellett (Experience design Fellows)
TIMELINE
Jul - Sep 2024
This project is currently under construction as it is in the process of being added onto this site..
To view a walkthrough of final prototype, click HERE. Thank you!
PROJECT BRIEF
Give the REI blog, Uncommon Path, a makeover by elevating the site design and creating a stronger connection to e-commerce.
I delivered a high-fidelity prototype that presented an elevated brand and site exploration experience for desktop and mobile.
At first, I collaborated with 2 experience design interns during the research phase by conducting an extensive audit on the blog site and the competitive landscape. Here, I developed 3 visual directions with distinct color palettes, typography, and page templates.
When we entered the design phase, I took charge by crafting a scalable design system from scratch and setting up modules for wireframing. During this time, I proposed new innovative modules with thoughtful interaactions to refine the website's experience navigation and enhance the user's experience.
✦ INTRO
REI, also known as Recreational Equipment Inc., is an outdoor retail and recreation services company established in 1938. This company model runs as a member-owned co-operative (REI Co-op) with a community that boasts over 23 million members.
Uncommon Path is REI Co-op’s online publication platform for REI Co-op members, struggles to deliver their story to their audience efficiently, in comparison to other brands under the REI umbrella. We want to make Uncommon Path a place to foster a strong sense of community and engagement by reflecting on REI Co-op’s core values of exploration, inclusivity and environmental advocacy.
✦ Process
…
✦ RESEARCH — Website AUDIT & COmpetitive Landscape
…
Survey
…
✦ DESIGN — Look&feel, Design system, Wireframe, Prototype
…
…
✦ Reflection
…