CLIENT: REI
PROJECT: Designing the Digital experience of the 2022 Anniversary Sale for REI which is the largest sale of the year. The Anniversary Sale is meant to celebrate REI’s birthday as well as to celebrate it’s members. (Referring to here as “A-sale” at times).
MY ROLE: Product Designer on the Product Gear & Apparel Team at REI
PARTNERS: UX/UI Manager, Product Managers, UX Copy Writers, UX Researchers & Engineers
UX/UI Manager: Peter Newton
Product Managers: Lisa Teigen, Colin Wichman
UX Writers: Natalie Lindula, Shelby Gonzalez, Keith Atzman
DATE: Pre-execution phase: November 2021 to Feb. 2022 & Execution phase: Feb. 2022 to May launch. Live May 20-30,2022.
TOOLS USED: Figma, Photoshop & Illustrator
CHALLENGE: There’s so many things to consider while creating sales at REI in general - ranging from business needs to end user needs so that’s a huge undertaking to consider while designing. At REI we break up large projects like A-sale into two phases: Pre-execution & Execution. The Pre-execution phase is one in which we as the Digital team come together with the brand team, email team, and many other marketing partners and leaders to concept and iterate on ideas. We ultimately end Pre-execution with a main conceptual idea which is then carried out to the end product in the Execution phase. I worked both phases for A-sale. This was the first sale I was finally able to run user testing on before the sale launched so there was a learning curve in not only running the tests and asking the right questions, but also figuring out how to capture the data and what to do with it.
I focused a lot on diversity & inclusion, and accessibility as I think it’s incredibly important.
SOLUTION: I worked cross-functionally with many other teams and business partners on all of the different assets. My main solution was to work well with other teams and to run and use insight gained during user research studies to create a meaningful impact with the sale. I also used all of my research on the business needs as well as user needs to design the best sale experience I know how to.
METRICS & LEARNINGS: I ran some user studies during the sale while it was live and from that, I learned… it’s still live and I’m still learning.
REI HOMEPAGE DESKTOP & MOBILE - Anniversary sale (MAY ‘22)
REI HOMEPAGE DESKTOP - Anniversary sale (MAY ‘22)
