REI: search and navigation systems for merchandising

The challenge

The homepage needed to support shopping while giving REI’s expertise and values a more purposeful role. Competing content needs made the experience noisy and difficult to balance.

What I did

• Assessed the balance of shopping, expertise, and stewardship content against the intended specialty-retailer experience.
• Developed an approach centered on a clear story, with purposeful routes into related content and product hubs.
• Defined announcement, storyline, evergreen, and event template types to support changing campaign and content needs.