Agent Platform

Re-design Intinerary pages supporting 6 products across 8 brands for agents in 10 different countries.

Core Skills Utilized: Design, Design Leadership, Branding, UX research, Collaboration, Storytelling, Product Strategy, Design Thinking, Facilitation, Service Design, Advocacy, Coaching, Design Standards, Innovation & Creativity

Background

A heuristic evaluation of our Itinerary pages identified opportunities to declutter and bringin modularity – improving consistency and standards in areas of the agent experience while reducing engineering costs. Core information such as trip status, error prevention, pricing, did not match across the system & furthermore was unaligned to what the customers could view on their end. Inconsistencies across placements such as an itinerary number vs. a confirmation number created wasteful back-and-forths with customers resulting in costly time-on task, By applying an atomic design system to our itinerary page we could reduce the cost of design and engineering while improving call resolution time.

My Role

I led the UX/UI Design effort in transforming the new homepage into a responsive experience, defining how each zone should adapt across all breakpoints while preserving the integrity of the brand expression. To achieve this, I partnered closely with the Brand Creative and Engineering teams, delivering a comprehensive set of UX design specifications that anticipated all key use cases—balancing brand storytelling, technical feasibility, and user needs.

Key Actions I Led:

  • I partnered closely with the Product and Merchandising teams to introduce personalized shopping modules to the homepage This strategic move balanced editorial brand storytelling with relevant, data-driven experiences, driving stronger customer engagement and increased conversion

  • Additionally, I led the integration of social commerce content by collaborating across Product, Merchandising, and partner teams. Together, we ensured a seamless experience that brought interactive, community-driven content to the homepage—further amplifying engagement and revenue impact

Impact

The redesigned homepage brings together brand storytelling, personalized shopping, and social impact—amplifying REI’s brand presence while driving deeper engagement and stronger conversion. I played a key role in aligning cross-functional teams around a shared vision, ensuring the design system supported both brand expression and high-performing user experiences. The result: a responsive, cohesive homepage that balances diverse storytelling with usability at every breakpoint.

In Addition:

  • We lived up to our mission “…enabling the outdoors for all” by delivering a best-in-class accessible front door, establishing compliance standards

  • Personalized modules became the highest-performing content on the homepage

  • Engineering costs were cut in half and the modules and components were able to be reused throughout further reducing costs

  • Partnerships with brand and marketing improved as we were brought in to consult on campaign strategy

Our homepage was short with few slots unable to support our differentiators or breath of the co-op offerings.

The fold is still a real thing in retail with an average of 90% of consumers not scrolling below the initial page view. Personalized relevant content (i.e. camp gear in the fall for Texas vs. snow) increased engagement by 13%

It was critical to get more activity categories in front of consumers so those who shopped for one category (i.e. camp) started to consider us for cycle or run.

Research with our best members showed it was important to differentiate the difference in the co-op business model via our reward program.

By having a dedicated zone to feature how membership aligns with our customers values, we saw both an increase in new and returning member engagement.

In testing, Members also reported an increase in benefit comprehension.

This effort helped secure investment in connecting our customer attributes and signals to recommend relevant and personalized content .

Elevating our expertise online is key to establishing the co-op as an authority, offering only the most reliable and high-quality products – bringing that in-store experience online.

Tapping into our community of testers in the field proved of high-value to both our testers, who are influencers and customers, who rely on testimonials for choice.

Making it easy for bargain hunters who are looking for current offers or gently used gear (a.k.a. our REI garage) was important to our customer base.

Our business model doesn’t compete on price, and price is often cited as the cause of cart abandonment and decision making. Membership rewards, outlet, and used-gear is critical to being price-competitive but little awareness exists in shoppers.

Testing resulted in an increase in demand with younger audiences.

A collaborative content design approach was key to maintaining cohesion even with input from multiple authors.

Taking into consideration all the journeys seeing as an in-store visit often starts on-line was a breakthrough from outdated marketing practices relying exclusively on video, and marketing to the masses.

The result, a fluid design that enables scalability which encourages exploration of all the ways the co-op can support your outdoor life.