E-commerce
Reimagining discovery-to-conversion for a culturally transcendent brand.
YETI
2019
E-commerce, UX Design, Design Systems
Senior Manager, User Experience
E-commerce Strategy, UX Design, UI Design, Front-end Development, Design Systems
Webby Awards, Fast Company Innovation by Design Awards, Indigo Awards
The Challenge
As YETI expanded beyond the outdoor space into a culturally transcendent brand, a traditional box-on-box e-commerce website was insufficient. YETI purchases are significant financial decisions, requiring customers to feel confident throughout their buying journey.
The Approach
We redesigned the discovery-to-conversion flow with distinct experiences for YETI loyalists and new customers. Custom filtering based on use case, size, and attributes guides purchase decisions around three key considerations: size, capacity, and weight. We built scalable, highly configurable UI components across all product lines and enabled YETI's internal teams with documentation and training.
The Outcome
Delivered strategy, design, and engineering in less than six months. The reimagined e-commerce experience transformed how customers shop on YETI.com, creating confident buyers across coolers, bags, drinkware, and beyond.
“We've made a quantum leap in the success of how people are shopping on YETI.com.”