Future Stores Seattle

June 25 - 28, 2017

Washington State Convention Center, Seattle

Contact Us: 1.888.482.6012

 Nikki Easterday
Nikki Easterday Experience Design Manager Recreational Equipment, Inc. (REI)

Experience Design Managers at REI, Nikki Easterday and Matthew Powell are submersed in creating the customer experience through new shop designs with  reinvented navigation, service operations, engagement and education. Through customer research in tandem with collaborative and iterative design process', they create a new way for customers to discover Camp and Bike at REI.

Nikki holds a B.S. In Design, Visual Communication & Presentation from University of California, Davis where her passion for design systems was cultivated.



Day 3: Wednesday, June 28, 2017 Strategy and Design: Redefining The Retail Landscape

12:00 PM Case Study Revolution: Will You Go Outside With Me?

A case study on connecting to your community before surprising, delighting and welcoming them to the brick and mortar experience. In this candid presentation, learn how REI built a relationship with the Washington D.C. customer outside of the traditional digital and physical commerce spaces.

Nikki and Matthew will walk you through:

  • How REI engaged both long-time members and new customers to create an outdoor community ready for the newest flagship store
  • How empathy and connection can inform the physical design and store experience
  • Low-fidelity prototyping and co-design of physical, digital and integrated space to validate space to connect
  • Knowing you got it right; involving customers and staff in ongoing engagement of measurement in high fidelity, real-world retail environment