REI TRips
Website | ecommerce | July 2015
Problem + Solution
A recent market research study on camping noted that the majority of people claim lack of time as the number one reason preventing them from planning camping trips with their family and friends. REI wanted a web tool to help remove these barriers so that the users can enjoy the great outdoors while also shopping REI products. Through a user-centered approach, I designed a web application that helps users plan and manage their camping trips along with their friends and family while also having access to shop REI products.
ROLE + Responsibilities
End to End UX Designer
Domain Research, User Research, Information Architecture, Lo-Fi and Mid-Fi Wireframing, Prototyping, Presentation and Documentation
Tools
Pen + Paper
Whiteboard
Paper53
Omnigraffle
Adobe Photoshop
Adobe Illustrator
Balsalmiq
research
Organizational research
To create a web application that is compelling for REI's customers and their friends alike, I first needed to learn about the organizational identity of REI. I conducted research on their strategy and current customer demographics.
Premium and Specialized Goods and Services
User Research
I created an interview script addressing themes such as how people decide, initiate, plan and implement camping trips currently. I interviewed 4 people who I screened to make sure they have been on camping trips before.
Persona (S)
Two distinct personas emerged from the user interviews, an average camper(1-2 trips a year) and an expert camper(10+ trips in a year). I organized their likes, dislikes, behaviors, and goals to better understand their overall needs which would help me incorporate them into the design.
COMPETITIVE TASK ANALYSIS
Based on the results from my interviews, I found out that people typically use pen and paper to plan their packing lists and Facebook to coordinate with friends. I conducted a task analysis by observing how one of my interviewees uses Pen + Paper and FaceBook to plan his planning trips. This process helped me identify any helpful or regressive steps in the process that I can add to or eliminate from my design.
Strategy
User Story
I created a story where the two personas interact with a couple of other friends to initiate, plan and execute a camping trip. This story helped me identify key tasks/steps as well as gap in the process that my design could solve.
Who, When, Where, How?
Sitemap
The User Story helped me identify the major steps in the process along with components resting under each which I used to organize the flow of the design. I then constructed that into a sitemap, which I used in the design process.
DESIGN
LO-Fi Wireframes
I made multiple iterations for 8 key screens/states. I sketched out the screens for creating trip, inviting friends, finding a destination , and then finally the trip page with an interactive packing list and checkout screens which are nested under it.
Prototype
Using the sketches as a guide, I created 36 detailed screens/states on MyBalsamiq, as well as the interactions that would lead the user from one step to the next.
test + Iterations
TEst Results
Using the REI Trips Balsamiq Prototype, I conducted one usability test. The main takeaway was that the tester said he wanted more flexibility. For example, he was not sure he would pick a destination without first discussing with the people he invited.
"I want flexibility in the planning process"
I would need to test more people before I start the iteration process in order to determine if this a repeat concern amongst other testers.
Click below to see my documentation. If you want to learn more, lets chat!