REI 5-Year Vision:
Digital Service Design

We were asked by REI to imagine the future of their digital experience beyond retail and answer a few critical questions: How could they differentiate themselves and become more than a retailer? 

We dug in deep to help REI understand what it would take to digitally transform itself and build a new business in digital services. To do this, we took action on two levels: First, setting the vision with future user experience ideas to illustrate how REI might provide new value to customers through digital services. And second, by bringing disparate stakeholders together from across the organization and collating plans to unify their data architecture and connect their back-end systems to deliver customer value through new data services.

We worked with each group, performing a gap analysis based on the user stories and technologies required to bring our service concepts to life. For each we drafted an internal planning document and proposal for REI to incrementally invest in the technologies and headcount it would take to achieve the vision.

Finally, we facilitated sell-through with executive leadership and cross-functional stakeholders — to rally the company around this new vision for REI’s digital future.