REI Systems CX Playbook

Project Type: UX / CX Documentation

The REI CX Playbook was a collaborative effort with the UI/UX resources across REI Systems. The playbook was originally conceived as a way to formalize our design practice with a standard approach. This expanded to further cover Customer Experience with additional content. Best practices and definitions of core concepts were added to help our customers understand how REI defines CX.

Customer Experience

The objective of this project was to communicate our Customer experience (CX) strategy. Providing this kind of clarity was important for us to move forward confidently with a unified approach.

CX Lead

I was a lead writer and strategist for this project. I contributed many of my ideas and experiences to the overarching strategy. My writing came through in many of the sections and I was able to assist with editing other sections.

Award Winner

The CX Playbook won the ClearMark Award for the "Longer Brochures" category in 2024 from the Center for Plain Language. Their mission is to champion clear communication so people and organizations can thrive. Comments from the judges included: “it is clear the designers care about CX/UX and put that knowledge to work” “clear, cohesive, and consistent structure…easy to scan” “uses color, emphasis, and imagery to excellent effect”

Project Support

The CX Playbook has become a cornerstone element of our CX mindset. By using it as a supplemental component for proposals, potential customers get a solid understanding that our work goes beyond just checking the box on requirements.