REI Smart Table
The project objective is to utilize existing technology and assets to reinvent the retail experience for outdoor enthusiasts.
Project timeline: 4 weeks
Design method: market research & current assets, interview, scenario map, prioritization grid
Research Key Insight
What makes REI unique
CO-OP model
Employee’s expertise in outdoor
A huge high-quality product selection
Product warranty & Return policies
In-store experience
Selling the sense of adventure
A place to learn about gear
Personalize product recommendations by talking with REI ‘green vest’
Interview Questions
Background
How long have you been an REI customer?
When was the last time you visit REI stores?
Reason for the visit?
What did you buy? How much is the item?
How often do you visit this store?
Customer Service
Did you get help from an REI staff?
Were the staffs friendly? (greeted and/or thanked by one or more associates)?
Were the staff knowledgeable?
How many employees did you talk to and get your questions answered?
Store Display
Was REI store visually appealing?
Do you get lost in the store?
Was the wait time at checkout reasonable?
Did the cashier process the transaction quickly and effectively?
Product
Does the store have a wide selection?
Was it easy to find in-store items that meet your needs?
What information do you look for when purchasing outdoor gear? (Reviews, blogs, youtube videos, etc.)
What information do you look for easy to find? hard to find?
Do you understand the spec info?
Were the items at REI appropriately priced?
If the item you were looking for wasn’t available, do you look for other items in-store or check online inventory?
Overall Experience
How do you feel about your overall experience at REI store?
What did you like most & least when shopping at REI stores?
How could REI retail experience be better for you?
User Persona
ANDREW
REI member
Goal
Find good outdoor gears that serve his needs without breaking the bank
Motivation
Enthusiastic about the outdoor experience and want to be well-prepared for the next trip
Frustration
Spend a lot of time doing research though was uncertain if he has chosen the right gear when browsing at REI store or if the product is worth spending
User Key Insights
1. Don’t know what is needed for the trip
Customers tend to do a lot of research before going to REI store to know what is need for the trip or don’t know what specific activities they will be doing during the trip in order to choose the right gear. ie: type of backpack, size of the backpack, base weight, the ten essential items, what degree of sleeping bag do I need, do I need packing cubes, etc.
2. Don’t know what product is best for their needs
Customers don’t know what to look for in terms of the specification to choose the best gear for its performance. ie: the organization system in a backpack, backpack material (water-resistant v.s. waterproof), material (synthetic v.s. down, aluminum or plastic), stuff sack or compression sack, comfortable backpack weight, and size for day trip weekend trip, etc.
3. Don’t like being asked by REI employee too many times OR rei employee not around when the store is busy
Scenario Map
DOING
ONBOARDING
Browse gear online & at the store
Research, product review
What do I need to buy?
SELECTING GEARS
Browse gear at REI store
Open the product, read the description
Compare with other products on the selves
Ask REI employee
Get on REI website to read the customer review
MAKING DECISION
Ask REI employee for advice & more product information
THINKING
Use: what can I use this gear for
Feature: what are some unique feature of the products
How much money do I need for gear purchase? How much I should spend
I don’t know what feature IS better
Should I spend more money on this gear or the other gear
What does this technology? What does it do? Which one has more value/benefit?
Not sure if they market for a specific product.
Still want to compare with online review
FEELING
Overwhelmed
Too many options
Lots of research
Decision fatigue before making a purchase
Done quite a lot of research but still don’t know what to buy
I may find a cheaper option or more option online
Love REI employee expertise
Large collection
Treat member & non-member differently
Feel annoyed or intimidated if being an outdoor beginner
Reframe
How Can We
simplify the process of selecting gears by personalizing their trip & needs?
How Can We
instruct customers to choose the best gears for their use at REI store?
How Can We
share gear experience & review among REI customers before making purchases?
Assets & Resources
REI API
Rei National Park Guide
* API is the acronym for Application Programming Interface, which is a software intermediary that allows two applications to talk to each other. (Source)
WEIGHT MY GEAR
NATIONAL PARK ASSET
IKEA KITCHEN TABLE
Design Concept
REI SMART GEAR TABLE
REI currently expands its goal of making the flagship store a place to shop and for the customers to plan their trips. Taking on the initiative of curating outdoor experience in-store & trying to simplify the customer’s preliminary research on what gear they need for each trip, the design concept uses geographical, weather, and terrain information from REI current asset — REI Nationals Park app filtered with product information on REI website to curate the best gears for the customers’ needs.
Delivering the best customers’ favorite—REI employee expertise, the prototype provides specs at store, honest comparison between gears so that they can make the right decision based on their needs.
By giving the customers the tool at stores, REI smart gear table engages customers in the physical store experience by eliminating the research on their mobile device while shopping in-store.
Design Elements
1. STORE SIGNAGE
Tagline
Take your next outdoor trip to the next level.
Description
Now at REI, you can customize the next trip at our gear table located by the backpack station.
Call for action
scan the QR code and start collecting your gears.
2. REI MOBILE APP PLUG-IN
The mobile version allows customers to scan products in-store and send them directly to the gear table.
3. SMART GEAR TABLE
Located by the backpack fitting area, where most of outdoor gear questions got asked. The gear table have a wood-like finished like their current table with a smart digital surface where consumers can plan their trip, learn about gears, and call REI green vest when needed.
Digital Prototype 1.0
1. ON-BOARDING
Includes three key features:
Weight gear: one of the most important specs customers look for when choosing an outdoor gear besides its quality.
Browse gear: to pick the right gear for their trip.
Insert code: pair with REI mobile app to review saved items.
Bonus “call REI green vest” when shoppers have questions.
Onboarding questions help customers narrow their gear selection that serve the purpose of the trip and its use, including:
Location: to provide brief info about the weather and terrain of the location help both the customers and REI staff to choose/give advice on the best gear
Trip length & Bodyweight: will determine the gear base weight. Users can customize for Ultralight (UL) or regular base weight if they have a limited budget.
Gear usability: to avoid overspending if the user only goes hiking once a year.
Display campsite set up recommends appropriate gears depending on their time visiting the location.
2. GEAR SELECTION
Gear Specification
To personalize their gear needs, some information is required depending on the gear selected. When shopping for a backpack, knowing the torso length is the most important info to help the customer and REI staff to choose and try on the correct size.
Provide visualization/photos on how the gear is being used to better inform the customers and avoid choosing gears with too many features that they don’t need.
2. GEAR SELECTION
Gear Specification
To personalize their gear needs, some information is required depending on the gear selected. When shopping for a backpack, knowing the torso length is the most important info to help the customer and REI staff to choose and try on the correct size.
Provide visualization/photos on how the gear is being used to better inform the customers and avoid choosing gears with too many features that they don’t need.