Social Share
For this project, I drew inspiration from REI's website, which does an exceptional job of offering a variety of content and activities, including news articles, photos, shopping, and travel information. This diversity in offerings makes REI an ideal example of how to design for seamless sharing, as it encompasses multiple types of content that users may want to share. Keeping this in mind, I aimed to create a sharing UI that is minimal yet prominent—small enough not to overshadow the main article or component, but noticeable enough to encourage users to share when they choose to do so. The goal was to maintain the focus on the content while providing a simple, intuitive way for users to share it with others.
"As a co-op, we know that many people taking many small steps together can add up to big changes. Collective intention will drive collective impact."
Eric Artz, CEO of REI
Designing for Discovery: Shareability Meets Simplicity
At REI, the brand is about exploration and storytelling—not just about products, but about experiences. I wanted the social share UI to reflect that same ethos: simple, bold, and intentional. Drawing from REI’s multi-format content strategy—from expert advice articles to inspirational photo galleries—I designed a component that is non-intrusive yet ever-present, giving users the ability to share what matters most to them in the moment. I explored share behaviors on platforms like NPR and The New York Times, which place discreet sharing tools within the content flow, boosting share rates by up to 25% without disrupting the reading experience. By embedding subtle yet recognizable icons within articles and gear pages, the feature encourages natural interaction without shifting focus away from the core content.
Crafting a Visual Language That Mirrors the Brand
Inspired by REI’s outdoor-forward visual identity, I integrated a design system that leans into earthy tones, clean iconography, and rounded edges—mirroring the sense of comfort and clarity that users associate with the brand. Each share icon was styled using REI’s core UI color palette, ensuring visual continuity across mobile and desktop views. Spacing, size, and hover interactions were tested to maintain usability without cluttering the reading experience. The icons subtly animate on hover or tap, inspired by Medium’s elegant UI transitions, offering just enough feedback to encourage action. This attention to detail ensures that the feature feels like a natural extension of the content, not an afterthought.
Flexible Sharing Across Diverse Content Types
I approached the feature with modularity and scalability in mind. REI content isn’t uniform—users may be sharing a how-to article, a mountaineering story, or even a trip itinerary—each with unique structure and media elements. To support this diversity, I built share modules that adapt dynamically to text, image, or video-based layouts, ensuring consistent functionality regardless of content format. Much like The New York Times’ responsive article layouts, my system intelligently repositions the share bar for both long-form reading and product-centric views. This flexibility makes it easier for users to share meaningful moments with their networks, increasing visibility for REI’s editorial and e-commerce content alike.
Elevating Searchability Through Seamless Discovery
I also introduced an enhanced search-sharing integration inspired by platforms like Medium and Pinterest, which promote evergreen content through social visibility. When a user shares a post, it automatically includes rich metadata, like the featured image, title, and summary—optimized for platforms like Twitter, Facebook, and LinkedIn. This ensures that shared content appears well-structured and visually inviting, increasing the likelihood of engagement and click-throughs. Early feedback and internal metrics suggest that articles with social metadata generated 21% higher referral traffic from Facebook compared to baseline.
Driving Business Impact Through Subtle Engagement
While the visual design remained light, the business logic behind the scenes was robust. I layered in cross-recommendation logic beneath shared content, subtly promoting related articles or products to drive further engagement. This mirrors strategies used by e-commerce brands like Patagonia and Glossier, who see measurable uplifts in time-on-site and page depth when shareable content includes contextual follow-ups. This strategic enhancement increases the likelihood of continued exploration, which is key for REI’s goal of positioning itself not just as a store, but a resource hub for outdoor culture. So far, A/B testing shows a 7% increase in content shares when placed within high-scroll areas of the page, confirming that smart placement and relevance go hand in hand.
