REI Gear Wizard

REI is a well-loved brand with signficant advantages versus their competition. But the Co-Op (founded in 1938) failed to exploit their greatest asset – their knowledge base.

My research and analysis suggested a two-fold solution. First I revised the website's information architecture to contextualize REI's Expert Advice. Then I designed and built a tool (a prototype) make that advice actionable and so drive sales.

Explore Prototype | Read Case History

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