Hosted Family Camp
Client
REI
Role
Design Lead
Year
2024
Challenge
How might REI help families and ‘the camp-curious’ enjoy an outdoor vacation without the stress of traditional camping logistics?
Solution
We designed an all-inclusive hosted camping experience that made outdoor getaways accessible for families lacking gear, confidence, or time to plan. The offering featured pre-set lodging (tents, glamping, RVs), included meals, and guided + drop-in activities. Designed for ease, the pilot reduced planning burden while offering flexibility, safety, and comfort
Approach
Grounded the concept in extensive qualitative and quantitative research, prioritizing families’ pain points and preferences.
- Built a modular experience anchored by three lodging tiers, central shared amenities, and flexible activity formats.
- Developed design principles focused on ease of planning, low risk, beginner-friendliness, and customizable adventure.
- Designed a 4-week Arizona-based pilot with 12–18 sites, testing against KPIs for desirability, operational feasibility, and profitability.
- Integrated service design mapping, customer journey storytelling, and flexible on-site infrastructure to simulate future-state experiences with minimal investment.
Outcomes
Validated early demand: exceeded sign-up goals via waitlist and geo-targeted ads.
Gained insight into operational needs, activity preferences, and site selection challenges.
Identified design features essential to scale: simple booking, guided activities for kids, accessible gear, and multiple comfort levels.
Informed roadmap for future pilots and national rollout by mapping customer behavior to profitability and operational complexity.