Amanda Jeanes I UX/UI Designer
REI Trails
UX/UI CASE STUDY
A sleek UX/UI redesign of a long standing retail brand, enhancing both aesthetics and functionality.
About the Project
This student project mimicked the launch of a large, outdoor retail brand wanting to expand it's website to include a Trail Finder Application.
role: UX/UI design student
skills used: figma
client: REI Coop
timeline: 1 month
audience: hikers, backpackers
The Problem
The general problem is that REI is losing customers to other websites for trail information, and this is resulting in missed opportunities to promote and sell REI products to hikers. This situation highlights the need to improve the user experience on REI's website, making it a one-stop destination for hiking information and gear purchases to retain and engage its customer base effectively.
The Solution
The solution is to research and design an online application for trail finding. The site will meet the needs of REI's customers already searching for trails but navigating away from the brand to find information on other sites and from competitors.
​
The app will include several features found across the web and everything needed for an informed outdoor experience. In addition to information, gear will be recommended based on trail information and community insites.
competitor research
Industry Trends
My research began by learning about the Outdoor Recreation Retail Industry as a whole and identifying recent industry trends. Some key finds from 2022 include:
​
-
Focus on sustainability
-
Technological integration in gear
-
Increased demand for outdoor experiences largely related to the Corona Virus Restrictions.
​
S.W.O.T. Analysis
Three major websites were analyzed when completing research for the brand; Alltrails.com, GaiaGPS.com and WashingtonTrailsAssociation.com. I began by completing a S.W.O.T. Analysis of the sites which breaks the findings into (S)trenths, (W)eaknesses, (O)pportunities and (T)hreats.
Competitive Analysis
Following the S.W.O.T. Analysis, I completed a Competive Analysis which allows me to identify available features as well as holes in the market. This can give me a good idea of key features that are widely used in the field as well as areas for improvement.
Insights
After looking at three general competitors for REI's trail finding website, I was able to identify several important, and helpful features that were found across sites. In addition, I was able to take a closer look at features that needed to be developed further to assist our outdoor enthusiasts.
​
Understanding this information was crucial to learn before embarking on the next step in the Discover Phase: User Interviews.
user interviews
Following the S.W.O.T. Analysis, I completed a Competive Analysis which allows me to identify available features as well as holes in the market. This can give me a good idea of key features that are widely used in the field as well as areas for improvement.
- USER RESEARCH -
affinity diagram
To gain valuable insights, five individuals were interviewed, and their responses were organized into an affinity diagram. This method allowed for the identification of recurring themes, pain points, and user preferences, shaping the design direction.
sketching
- Idiate -
low fidelity screens
- Design -
- FINAL SCREENS -
Reflect
Learning from outdoor enthusiasts was an important step in this project. Not only did interviewees give ideas for key features on the site, they also informed us of areas that fall short on competitor sites.
​
The key goal was to inform REI's trail seekers of the options for their next adventure while also keeping them on REI's website. With this, an opportunity has opened for additional sales and gear recommendations. Now hikers can stay on one site for all their research while REI gains brand trust and loyalty from their respected customers.