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Samantha Starmer

Over the last 12 years, Samantha Starmer has worked on a wide variety of experience and information architecture projects and strategy. She started her career in the early days of Amazon.com, enjoying a year long stint in Slough to launch Amazon.co.uk, and later developed experiences for Amazon’s checkout functionality and the third party selling platform. She also honed her start-up skills at SchemaLogic, and her business strategy skills while at Microsoft. She is currently a senior manager at REI, leading teams for experience and, interaction design, information architecture, and customer experience research and analytics. Samantha’s most recent focus has been evangelizing and creating holistic customer experiences across channels, time, and devices. She regularly teaches at the University of Washington’s Information School, where she received a Masters of Library and Information Science degree in 2005. Samantha is active in the UX community and enjoys mentoring new UX practitioners and learning from as many different disciplines as possible. She has served on the boards of the Information Architecture Institute and Content Management Professionals, and is currently on the Oversight Committee for the Dublin Core Metadata Initiative. Samantha is creating a new blog, but in the meantime, you can follow her on Twitter at .

Translating REI’s warm, hand-crafted in-store experiences into the digital space.

Article by Samantha Starmer
Share:Crafting the UX of REI’s Retail Experience
14 min read

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