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When REI set out to explore a subscription model for high-end rental equipment, the goal was to understand how customers might engage with monthly access to tents, skis, bikes, and more. As Principal Product Designer, I guided the project from strategy workshops and research through to detailed design, working closely with engineers, UX writers, researchers, and brand partners to ensure the customer perspective remained central.
I led the full-stack product design, conducting ongoing research and moving quickly from wireframes and early concepts to rapid design iterations. This project required a high degree of autonomy and the ability to navigate ambiguity while also keeping the team aligned and moving forward. I presented research insights and key metrics to stakeholders weekly, directly shaping design decisions and driving project outcomes.
The pilot surfaced critical insights about customer appetite, pricing sensitivity, and operational complexity. The research and design work I delivered gave the team the clarity and evidence they needed to make informed decisions, and shaped how REI approached customer-centered innovation going forward.
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In this high-profile innovation project, adaptability within a collaborative team was crucial, alongside the ability to champion product design and advocate strongly for customer needs.