Facilitating an Outdoor Experience Amongst Hikers
Project Scope
Client: REI
Timeframe: 2 Week Sprint
My Role: UX Researcher
Team: Olena Y. (Project Manager, Adam K. (UX Designer
Research Methods: User Interviews, Usability Testing, User Personas, Market Analysis, Journey Map
Tools: Figma, FigJam, Canva, Google Forms, Excel, Optimal Workshop, Slack
REI's Digital Leap: Expanding Business with a Hiking App
REI is a leading company in outdoor gear and apparel. They want to further grow their business by creating an app for hikers. With this new addition REI can tap into their existing customer base by providing an experience along with their products. In order to achieve this we have to consider factors such as safety risks, internet connection on trail, map access, gear and even companionship preferences.
Our Collaboration
As the UX researcher on a team of three, including a project manager and a UX designer, I led the user interviews and surveys with frequent hikers to gather insights. I conducted market analysis to identify key features used by competitors. Using affinity mapping, I identified patterns and commonalities in participant responses. Collaborating closely with the lead designer, we developed low and high-fidelity wireframes. This collaborative effort ensured our solutions effectively met the needs of our target audience.
Market Analysis and User Research
Our team conducted comprehensive market research to understand key features of successful hiking apps. With no existing REI hiking platform, we started from scratch. Collaborating with a lead designer and a project manager, we downloaded popular hiking apps like AllTrails to experience the user journey firsthand. Together, we analyzed features such as navigation, online access, community interaction, and trail reviews, prioritizing those that resonated most with our market analysis and user interviews. This collaborative effort laid a solid foundation for developing an innovative REI hiking platform.
KEY Insights:
Navigation: Essential for ensuring users can find their way even without an internet connection.
Community Interaction: Features like trail reviews and social sharing were highly valued by users.
Safety: Real-time location sharing and emergency contact features were critical for user safety.
Comparative Analysis
To broaden our perspective and draw inspiration from diverse platforms, we analyzed apps beyond the hiking category. By observing Instagram, Google Maps, and MapMyRun, we identified best practices for community engagement, offline usability, and progress tracking. These insights will help us enhance our hiking app’s features.
MapMyRun
User Progress - duration, distance, elevation
Community Activity Feed
Vitals - pace, average pace and calories burned
Google Maps
Offline Maps
Rating and Reviews
Community Feature with Messaging
Hashtags
Community Functionality
Photo Sharing
Mapping Hiker Needs: Interview Insights
To gain deep insights into the needs and behaviors of hikers, we interviewed three experienced hikers, focusing on their preferences and challenges. Key findings revealed a preference for group hiking, significant reliance on maps (both internet-based and physical), and difficulties in discovering new trails with reliable reviews and difficulty levels.
Interview Questions
1.How do you track your progress without the Internet?
2.How do you typically find a hike?
3.Where do you find trail reviews and pictures?
4.How do you prepare for a hike?
5.Do you prefer to hike solo or with a partner?
Insights
People prefer to hike with others.
Hikers rely on Internet, physical or downloaded maps
Hikers struggle with finding new trails with reviews and difficulty level
Understanding Hiker Needs Through "I" Statements
To capture the authentic voices of our users and provide stakeholders with valuable insights, we gathered qualitative data from participants on their thoughts, behaviors, and needs. These "I" statements reflect the core sentiments expressed by hikers during our interviews, offering a clear view of their challenges and preferences.
“I prefer to hike with others”
“I struggle with preparing for a hike”
“I need to be aware of weather conditions”
“I need a good safety feature”
“I lack a community of like minded hikers”
“I need accurate information before going on a trail”
Survey Question Results
85.7% of users prefer hiking with others
42.9% of users hike at least on a monthly basis
Hikers identified sunset and sunrise times, along with weather, as their top priorities when preparing for a hike.
User Persona: Justin "The Outdoor Enthusiast"
Justin, along with other passionate outdoor enthusiasts, guides our design decisions through detailed user personas. This ensures our hiking app effectively meets their unique needs, delivering an intuitive experience that enhances usability and appeals to outdoor enthusiasts.
Problem Statement
Justin needs a platform that provides consistent community updates on trail conditions, appropriate gear lists, and a way of connecting with like minded hikers…
…so he can improve his experience on the trail.
How might we help Justin connect with the right hikers?
How might we help Justin plan ahead for his hike?
How might we provide Justin with accurate information on trail conditions ?
Low Fidelity Wireframes
Low fidelity wireframes in our case studies are designed specifically for usability testing. They provide simplified representations of key interactions like account creation, personalized gear lists, and map downloads. This approach facilitates rapid testing and iteration, ensuring early alignment with user preferences and project objectives.
1.Create an account
2. Check for personalized gear list
3. Download a Map
Usability Testing Insights
We conducted usability testing on three participants to ensure the effectiveness of our hiking app. Below are the key instructions participants followed during the testing process:
Task 1: Creating an account
Task 2: Checking for a gear list
Task 3: Downloading a map
***Tested on 3 participants
Changes for High-Fidelity Wireframes
Adding context to the gear list - Now, gear lists are recommended based on specific trails, making it easier for users to find and use them.
Change icons since they were confusing to participants - Clearer Symbols and Descriptive Text
Interface Update: Trail Name, Save Trail Text, and Download Icon
Impact on Business
In a future version of the app, REI could offer paid functionality that allows the user to remain online in no-service areas with the use of global satellite coverage.
Data on the location, terrain, and weather conditions that REI customers hike in to better inform in-store product offerings and inventory.
A new outlet for collecting opted-in customer emails and phone numbers has been introduced.
Next Steps
The addition of paid functionality and the ability to redirect users to the REI store from our gear list so they can shop for suggested items for an upcoming hike.
Create an introductory walkthrough to guide new users through the app.
Conclusion
In conclusion, this case study highlights REI's strategic initiative to broaden its market influence through a specialized hiking app, aimed at enriching customer engagement. Insights gleaned from user research emphasize a strong preference among hikers for companionship and the critical importance of weather conditions and map accessibility. Survey findings substantiate this, revealing that 85.7% of users prioritize hiking with others.
Usability testing informed enhancements in the app's interface, resulting in clearer icons and personalized gear recommendations tailored to specific trails. Looking ahead, potential impacts include offering enhanced connectivity options in remote areas and utilizing hiking data to optimize product offerings in REI stores. Future steps involve refining user onboarding processes and integrating features to streamline gear purchases directly through the app, thereby deepening user engagement and fostering business growth for REI.