REI - Send
Case Study: Creating the Ultimate Climbing Experience with REI Send
Team DAZe
3 Person Design Team
Duration
3 week design sprint: Fall '23
My Contribution
UX Research Lead, UI Design
Introduction
In 2023, REI embarked on a mission to become the number one brand in the eyes of climbers by offering a friendly and accessible platform that provides valuable information to climbers every day, whether they are actively climbing or not. This case study details the design and delivery of this project, achieved through a focused three-week design sprint led by Team DAZe, with a specific focus on the discovery, definition, design, and next steps taken.
The Challenge
To create a platform tailored for climbers, we initiated a comprehensive research effort during the three-week sprint. We interviewed climbers of various skill levels, ranging from novice indoor gym climbers to highly experienced outdoor adventurers with over a decade of wilderness guiding experience. Our aim was to uncover the pain points that climbers experience regularly.
Research
Discovery
Our research encompassed diverse research methods:
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Questionnaires: We engaged with the climbing community on platforms like Reddit and GA Slack to gather insights (See [picture]).
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User Interviews: We conducted in-depth interviews using a structured script, exploring how climbers obtain climbing information, stay connected with the community, plan their trips, and areas where they desired improvement (See [User Interview Script hyperlinked]).
With the climbers as our central focus, we embarked on defining the foundation for the next great climbing platform.
Define
We distilled our research findings into a comprehensive user persona: Climbers who initially started climbing for fitness but have since embraced climbing in natural settings. They value safety, seek knowledge, and enjoy bouldering for relaxation while cherishing outdoor climbing trips with friends a few times a year.
Our synthesis revealed that both indoor and outdoor climbers needed a mobile app that consistently delivered accurate, up-to-date information and fostered community connections.
The Approach
To meet these needs, we seamlessly integrated new features into REI's design structure. Recognizing the different requirements of indoor and outdoor climbers, we designed features that catered to each segment.
For indoor climbers, our features included proximity to climbing gyms, popular climbing times, grade-based climb options, and day pass cost information. For outdoor climbers, we offered tools to find nearby climbing locations, weather forecasts, grade-based climbs, and the distance to the climbing site (approach).
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Additional features included personal accounts, enabling community engagement, progress tracking, saving articles, posting gear reviews, and documenting completed routes.
Define
Our initial design phase led us to create low-fidelity wireframes, but usability tests via MAZE and Reddit forums revealed the need for more ideation and improved flow connectivity. User feedback drove us to refine accessibility and user experience.
After incorporating higher fidelity design elements, we conducted further usability testing. While we received valuable feedback, the success rate still fell short of expectations. Analysis revealed that minor phrasing changes, such as "Search" to "Select," significantly impacted user interaction.
Deliver
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Next Steps
The outcomes of our second usability tests guided our future actions. We recognized the need to return to the ideation and low-fidelity prototyping stages to enhance the REI Cend app's climbing user experience. Failure in this context was not a setback but a stepping stone toward creating a superior design based on user feedback.
Our journey continues as we strive to refine and perfect the climbing experience within the REI Cend app. Embracing feedback, no matter how challenging, is the path to creating exceptional designs. We eagerly anticipate this ongoing challenge and the opportunity to make REI Cend the go-to app for climbers, shaped by extensive research and iterative design.
Conclusion
The REI Cend project showcases the power of user-centered design, iterative refinement, and the resilience to embrace failure as a stepping stone to success. Climbers now have a promising platform to enhance their climbing experience, and we look forward to unveiling the full potential of REI Cend to the climbing community. Our journey to create an exceptional climbing app continues, driven by the passion for delivering value to climbers every day, whether they're scaling mountains or planning their next indoor climb.