REI Camp X

PROJECT ID: GA_project_two


TEAM: Mohammed Elagouz

YEAR: 2015

TOOLS: Sketch, Pen and Paper, Marvel App

DELIVERABLES: Presentation slides, 15 Screens, Design documenation



Project brief

Intro: As a leader in the outdoor clothing and gear market, as well as a champion of environmental stewardship, REI wants to make it easier for people to enjoy the great outdoors.

Mission: Provide families and individuals with a tool to help them plan for outdoor activities like camping with limited time and budget.

Goals: Have a working prototype (min 15 screen) by Friday July 17, 2015.

Functions / Objectives: Managing camping trips - Potential and existing members will quickly and easily find, plan and execute camping trips alone or within a group.
Balanced ecosystem buy/plan - Easy to find and buy products through REI when you plan for your trip.


In the research phase, i was trying to discover user needs and goals. I also did some discovery on business goals and industry background. First step was comparative and comparative analysis. I analyzed websites that offer a similar services. From outdoor gear and finding a place for recreation to booking a room/travel and leisure. The sites analyzed included, but were not limited to, REI current website ,, expedia and dicks sporting goods. The data gathered in this analysis was how these sites arranged their content such main page and sitemap. But the most important data was the reservation process.

I constructedUser flow for multuple websites showing the reservation process

The next step was user research phase. I prepared a screener sent it out through social media to start recruiting users for one on one interviews. I also started writing down an interview script while scheduling and responding to the screener. My main users were individuals who wanted to camp more often. We discussed why / how they camp, what they get out of it and steps they currently would take to plan a camping trip within a group. After the interviews i started analyses the data collected using Affinity map:

Then i started to answer the following questions

WHO is the user? Campers and outdoors enthusiasts.

WHAT is the user problem / need / experience? User have problem to plan a trip, find activities they want at a camping ground, find new camping places, affordability and time management.

WHEN does it occur? around summer time or whenever users plan for camping.

WHERE does it occur? at home or camps

WHY does it occur :
1. lack of communication
2. lack of information
3. short on time
4. limited budget
5. Inefficient event management

HOW will a design help solve it? eliminate all obstacles to enable the users to go on a camping trip more often

The next step was developing a persona basted on the data collected:

Plan / Discovery

the plan part is an extension to the research phase where i start planning user journey , navigation system/site maps and content audit.

Using card sorting and concept maps i started design how user will navigate around the website to meet there goals.

I started to use the data i collected in the research and plan to have a better understanding for user goals as following:

WHO is the user? Campers and outdoors enthusiasts.

WHAT will the interaction between the user and the design be? Users will use the product to find camp sites through search and discovery system, Plan a trip alone or with a group through a checklist like system and buy/rent any equipment needed for that trip through REI.

WHEN will the user be interacting with the design? mostly during planing phase to any trip but user can use it on site if needed to find activities / products onsite.

WHERE does the interaction occur? any where even on camp site.

WHY does it occur:
1. Users need all information checked and in place to eliminate errors
2. Users want to manage the time and cost
3. Users sometimes don't know what gear they need
4. Users sometimes cant afford buying everything by themselves
5. Users don't where they want to go

HOW will the design help the user? Save time and money for the user and have a better cooperative experience.


Ideate: Using user goals ( collaboration, affordability) and business goals (promote outdoors and REI brand) i started sketching user experience booking a camping site with others.

Wireframing: I started making the wireframes needed for my prototype using sketch app.

Protoype: Using marvel app linked the wireframes screens to add interactivity to start testing.
(try clicking the prototype down below) :



A. Success Metrics


  1. 1. Time to complete tasks like finding, booking and planning a trip.
  2. 2. Profit / loss / sales.
  3. 3. Number of visitors to REI store.


  1. 1. Easy to collaborate with others to plan a trip.
  2. 2. Easy to find camp grounds, gears.
  3. 3. Efficiency in planning trips.
  4. 4. Overall satisfaction with product.

B. Retrospective

The problem you wanted to solve/ opportunity you wanted to explore/ goal you wanted to achieve:
I wanted to solve problem of walking or doing an outside activity in a disliked weather condition. - I wanted explore more user testing. - High user satisfaction.

The steps and activities you performed form the beginning:

  1. Interviewing user

  2. Writing down project summary

  3. Writing down a scenario and developing a use case and user flow

  4. Follow up interview with the user

  5. Re-work user flow and sketching starting to sketch up some UI`s

  6. Making a paper prototype

  7. Testing with user

  8. Re-work UI (4 times)

  9. making a live prototype using marvel app

  10. Working on my presentation

What did I do well that if I don’t record I might forget?
Recording every user interaction from user research interviews to testing (specially testing)