Michael Grace / Designer


Responsive Redesign


Senior Interaction Designer

& Design Lead






eCommerce / Web

I participated in the launch of a new eCommerce site for REI. As a design lead within REI’s internal team, I worked closely with internal stakeholders, our own design team, and an outside agency to develop a new visual approach for our digital experience.

In addition to creative oversight, I performed a large amount of hands-on design work, especially in regards to the development of new visual design patterns and the pages constructed from those pieces.

Ultimately, we wanted a design that simplified navigation and highlighted our unique position and expertise in the outdoor space. We also needed a responsive solution that would work across a majority of platforms.


I worked closely with our agency to develop a simplified, activity-based navigation and a more photographic, editorial design presentation that works responsively.

Sample category-level hub page from the agency, informed by my creative oversight. Note the visual connection between navigation and editorial content.

Interpretation & Execution

One of my key responsibilities was leading the creation of a brand new elemental design system. That guide extended and revised most aspects of the initial agency-provided concepts (which hadn’t completely met stakeholder expectations).

It documenting new visual UI elements, ranging from typography standards to button and link styles (among many other things). Our development team used the visual guide to create a global code pattern library used across the entire site—and I personally completed much of the design work.

A real-life brand page I designed post-launch using the new design system elements.