YETI—Buy Flow

As YETI evolves into a culturally iconic brand, it needed more than a standard e-commerce site. The goal was to create an audience-centered, experience-driven platform that inspires, educates, and converts.

We've made a quantum leap in the success of how people are shopping on YETI.com, and the numbers are the proof.

—Ginny Golden | Executive Creative Director, YETI

Challenge

To strengthen YETI’s direct-to-consumer channel, the challenge was to reimagine their digital presence. The platform needed to build customer confidence at every step of the journey while providing a seamless, engaging experience that establishes lasting relationships.

Solution

We designed a tailored experience for two key audiences: loyal customers ready to buy and new customers seeking exploration. From category pages to product detail pages, the platform showcases use cases and product comparisons to build trust and inspire purchases. Custom sorting by size, capacity, and other attributes streamlines discovery, ensuring users quickly find exactly what they need.

Intuitive Product Pathing

YETI products are a significant investment, and customers need to feel confident in their decision. Our design creates a premium, customer-centric experience that educates, inspires, and converts at scale.

Crafting the journey

Product storytelling highlights key RTBs and FAQs, making it easy for customers to understand essential details like size, capacity, and weight for confident decision-making. A simple compare feature helps in the decision-making process.

Concentrated on Conversion

The revamped yeti.com e-commerce experience features newly designed UI components and templates that scale across all product lines, including coolers, bags, drinkware, and more.

Code and Theory + Figma + YETI

At YETI’s Austin headquarters, I sat down with their ECD and CD to share insights on our e-commerce redesign collaboration and highlight our partnership with Figma.

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