Grooming New TrailsDigital Transformation at REI

Scot BriscoeDirector, Digital Experiences Team

(not “Ray”)

The Mission

We want to awaken a lifelong love for the outdoors and be the

catalyst for change

- Jerry Stitzke, CEO

“

80 years of believing...

Billion$2.6

17 million

8m#OptOutside

REI Adventures150k +

400 +

Employees12,000

Why?

We are sitting ourselves to death

- Dr James Levine, Mayo Clinic

Source: The Path Ahead (https://www.rei.com/blog/the-path-ahead)

“

REI’s Digital Experiences Team

How We Connect People to the Outdoors

Biz

Customer

Tech

Content

RESEARCH

STRATEGY

INSIGHTS COPY

CONCEPT

DESIGNEXPERIENCE

VISION

The Things We Build

Our focus is on creating new experiences that put the outdoor life at the center of communities nationwide

- Jerry Stritzke

“

ShitWell...

What would it take to do that?

Pivoting on the MapReading The Landscape and Plotting Coordinates

audit1. Gap analysis in Strategy

deployment

2. How do our teams work together?

3. Architecture and Application Systems Health

Challenge to define real value and context for digital strategies, frustrated leaders and teams + a broken intake process

24 system

Big IdeasBut Limited Resources/Challenges

Pressure to AccelerateDisruption

Minimal re-usability7 domains

Customer facing sites133

ios/Android Apps8

Intake tools/processes19/33

AgileFlawed adoption

Monolithic v. Services

WE HAVE LOTS OF

What we heard

Do truly know our

“Customer”

Why does it take So Long

to produce?

Too many things. Who Makes theDecision?

Which segment should we

Focus on?

Are we working on the

Right Thing?

Why are we working

In Silos?

What about myPriority?

We Went to Work

Who?

What?

How?

Inside the REI

Experience Factory

The TeamUX

FED

BEDBusiness

ProductCX

Architect

Value Driven

28 WorkshopsLeaders + Framework Team + Product Team

Dedicated TimeFocused

Dedicated Sprints3 Weeks

Teams were in controlEmpowering

AgileRefocused on principles

Introduced Decision Framework

Fun

EmpathizeUtilizing CX Research to Identify and Empathize

with Customer Problems

DefineDefining the customer problem & updating the brief

PrioritizeTeam votes on most value to the customer

Competitive AnalysisIs someone else doing this? What is working?

Crazy 8’sPropose 8 possible solutions in 8 minutes

HypothesisThe team created hypotheses that they wanted to run experiments on, in order to test solutions

for the prioritized problems.

TestRan the team through the various methodologies

for measuring tests that are currently available to the team.

Customer NeedsInsights

Right choices based on business valueInput

Update the brief

{Biz Brief + KPI’s}

Build. Test. Learn.

Validated Hypothesis

Some Truths The Team

Discovered

1.We need to help our stakeholders utilize the

voice of the customer to give us problems to solve that will allow us to build solutions

to drive customer value

2.We measure everything we do

and provide visibility of our progress, success and/or failure

3.We empower the people closest to the problem to

answer or solve it themselves

Just the first mile... We are far from done

See You on the Traillinkedin.com/in/scotbriscoe