More Than a Route: Creating a Digital Climbing Community
REI wants to be the #1 brand in the eyes of climbers. They plan to create an experience specifically for climbers, providing useful information every single day, regardless of whether the climber is climbing or not. They want to create an accessible and friendly platform for climbers to stay informed.
Client
Deliverables
Buissness Model Mapping, Feature Inventory, Competatve Analysis, Affinity Map, User Personas, User Flow, Site Map, Problem Statement, How Migh We's, Usuability Test, Wireframes, High Fidelity Prototype
Tools Used
- Figma - Google Docs - Slcak - Zoom
Role
Project Manager/ Lead Prototyper
Project Overview:
Imagine you just moved to a new city, and you finally worked up the nerve to try out the new climbing gym everyone is talking about. Once you get there, you’re ready to start a brand new climb, when you realize you don’t have the right app open, after cycling through multiple different apps, you finally find it. This is where me and my team saw an opportunity for growth within REI’s platform, creating a daily experience just for climbers, offering helpful, inspiring content whether you're crushing a route or resting between sends.
Problem Statement:
Brandie needs a centralised and intuitive platform so that she can efficiently scale her brand while maintaining authenticity.
Goals:
To Create a platform that remains: Climber-First, Seamless Commerce, and remains On & Offline-Friendly. We wanted to make sure the platform prioritise safety, progression, and community of all climbers.
Design Process:
Rooted in REI’s mission to inspire a lifetime of adventure, our design process was fueled by a simple but powerful insight: climbers crave connection, guidance, and community. We began by diving deep into user research and competitive analysis, uncovering unmet needs and opportunities. Guided by real climber stories, we crafted personalized, intuitive sketches that evolved into a seamless, community-first prototype. Usability testing sharpened our focus, while thoughtful branding and accessibility ensured everyone could find a place to climb higher. Every step brought us closer to a platform that empowers climbers—on and off the wall.
Target Audience:
My team had a primary focus on Indoor climbers between 25-35 years old.
User Research:
Through extensive interviews we found three major key insights, we found users saying things like "I want resources personalized to my leve", "Friends keep me accountable", and "Seeing progress motivates me." We took these key insights and found the opportunities.
Competitive Analysis:
we found that while many platforms boast strong, reliable databases for outdoor activities, few focus solely on the climbing community. Competitors like Mountain Project, Vertical Life, and others provide vast resources, but their broader outdoor focus leaves climbers underserved. This gap illuminated a powerful opportunity: to create a platform tailored specifically for climbers—combining expert information, community connection, and personalized resources into one seamless experience.
Mid-fi Pain Points:
"The Event was difficult to find"
Our Solution moving forward was to Make header clickable and add horizontal scroll
"The Buttons and Icons were confusing"
Our Solution moving forward was to turn floating words into buttons, and make touch points larger.
"You Need to get the Wording Right"
Our Solution moving forward was to Adjust copy to match climbing terminology.
More Than a Route: Creating a Digital Climbing Community
REI wants to be the #1 brand in the eyes of climbers. They plan to create an experience specifically for climbers, providing useful information every single day, regardless of whether the climber is climbing or not. They want to create an accessible and friendly platform for climbers to stay informed.
Client
Deliverables
Buissness Model Mapping, Feature Inventory, Competatve Analysis, Affinity Map, User Personas, User Flow, Site Map, Problem Statement, How Migh We's, Usuability Test, Wireframes, High Fidelity Prototype
Tools Used
- Figma - Google Docs - Slcak - Zoom
Role
Project Manager/ Lead Prototyper
Project Overview:
Imagine you just moved to a new city, and you finally worked up the nerve to try out the new climbing gym everyone is talking about. Once you get there, you’re ready to start a brand new climb, when you realize you don’t have the right app open, after cycling through multiple different apps, you finally find it. This is where me and my team saw an opportunity for growth within REI’s platform, creating a daily experience just for climbers, offering helpful, inspiring content whether you're crushing a route or resting between sends.
Problem Statement:
Brandie needs a centralised and intuitive platform so that she can efficiently scale her brand while maintaining authenticity.
Goals:
To Create a platform that remains: Climber-First, Seamless Commerce, and remains On & Offline-Friendly. We wanted to make sure the platform prioritise safety, progression, and community of all climbers.
Design Process:
Rooted in REI’s mission to inspire a lifetime of adventure, our design process was fueled by a simple but powerful insight: climbers crave connection, guidance, and community. We began by diving deep into user research and competitive analysis, uncovering unmet needs and opportunities. Guided by real climber stories, we crafted personalized, intuitive sketches that evolved into a seamless, community-first prototype. Usability testing sharpened our focus, while thoughtful branding and accessibility ensured everyone could find a place to climb higher. Every step brought us closer to a platform that empowers climbers—on and off the wall.
Target Audience:
My team had a primary focus on Indoor climbers between 25-35 years old.
User Research:
Through extensive interviews we found three major key insights, we found users saying things like "I want resources personalized to my leve", "Friends keep me accountable", and "Seeing progress motivates me." We took these key insights and found the opportunities.
Competitive Analysis:
we found that while many platforms boast strong, reliable databases for outdoor activities, few focus solely on the climbing community. Competitors like Mountain Project, Vertical Life, and others provide vast resources, but their broader outdoor focus leaves climbers underserved. This gap illuminated a powerful opportunity: to create a platform tailored specifically for climbers—combining expert information, community connection, and personalized resources into one seamless experience.
Mid-fi Pain Points:
"The Event was difficult to find"
Our Solution moving forward was to Make header clickable and add horizontal scroll
"The Buttons and Icons were confusing"
Our Solution moving forward was to turn floating words into buttons, and make touch points larger.
"You Need to get the Wording Right"
Our Solution moving forward was to Adjust copy to match climbing terminology.