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