Design is so simple that's why it's so complicated
REI is a leading outdoor retailer that was founded in 1893 by a group of climbers in search of quality outdoor gear. Seventy-five years and 129 stores later, their passion still lies in inspiring, educating and outfitting people for a lifetime of outdoor adventures. As we learned about the brand, it became clear that this was a procedure millennials could find a lot of value in. We found that the core millennial consumer who might be considering this procedure had a bunch of different pain points we needed to identify, within our digital experience because this is a global offering.