REI

REI Membership Subscription

Membership Subscription

As Principal Product Designer at REI, I led the design of a bold test-and-learn pilot for an enterprise retailer, collaborating closely with engineers, copywriters, and brand teams to keep the customer's voice at the forefront.

The Membership Subscription concept, crafted by corporate marketing to attract a diverse customer base, previously had minimal UX influence. I was brought in to swiftly integrate the customer’s perspective and ready the product for an imminent market test.

As a Principal Product designer, leader, and mentor, I guided teams in crafting user-centered solutions while fostering a culture of collaboration and innovation across the project.
I conducted ongoing User Research, Interviews, Workshops and Testing, creating research plans and iterating designs with users to refine the product's visual language.
Leveraging my Figma expertise and Creative Direction background, I championed design best practices, crafting high-fidelity, accessible designs that ensured cohesive brand alignment across the product lifecycle.
  • Company:
    REI Corporation
  • Role:
    Principal Product Designer
  • Project:
    Membership Subscription

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.

  • Advocacy for the customer
  • Design evaluation and validation
  • Iterative UX Design and Testing
  • Ownership of strategic design
  • Craft end-to-end experiences

Case Study: Coming Soon

Innovation

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