YETI—Gear Locker
YETI Gear Locker is a personalized digital hub that curates products, content, and experiences to deepen engagement with loyal customers.
“Did your business transformation idea die in a deck? Chances are, yes. I'm proud to say this one didn't!”
—Ginny Golden | Executive Creative Director, YETI
“Did your business transformation idea die in a deck? Chances are, yes. I'm proud to say this one didn't!”
—Ginny Golden | Executive Creative Director, YETI
“Did your business transformation idea die in a deck? Chances are, yes. I'm proud to say this one didn't!”
—Ginny Golden | Executive Creative Director, YETI
“The Product Registration and Preference Center flows, alongside Gear Locker, showcase the innovation and dedication driving YETI forward.” "This milestone highlights our commitment to enhancing customer experiences and pioneering brand innovations."
—YETI Stakeholders
“The Product Registration and Preference Center flows, alongside Gear Locker, showcase the innovation and dedication driving YETI forward.” "This milestone highlights our commitment to enhancing customer experiences and pioneering brand innovations."
—YETI Stakeholders
“The Product Registration and Preference Center flows, alongside Gear Locker, showcase the innovation and dedication driving YETI forward.” "This milestone highlights our commitment to enhancing customer experiences and pioneering brand innovations."
—YETI Stakeholders
My Role
As Design Director, I led experience and visual design, partnering with product and client teams to balance user needs with technical constraints. Repurposing hundreds of assets, we built a scalable system that delivered a purposeful, premium experience within YETI’s ecosystem.
My Role
As Design Director, I led experience and visual design, partnering with product and client teams to balance user needs with technical constraints. Repurposing hundreds of assets, we built a scalable system that delivered a purposeful, premium experience within YETI’s ecosystem.
My Role
As Design Director, I led experience and visual design, partnering with product and client teams to balance user needs with technical constraints. Repurposing hundreds of assets, we built a scalable system that delivered a purposeful, premium experience within YETI’s ecosystem.
Challenge
Despite a loyal base, YETI lacked visibility into user behaviors across channels. Many retail purchases went unregistered, making it difficult to connect in-store and online data. The challenge was to reimagine product registration as both a data touchpoint and a brand-building experience, inspiring cross-category exploration and deeper engagement.
Challenge
Despite a loyal base, YETI lacked visibility into user behaviors across channels. Many retail purchases went unregistered, making it difficult to connect in-store and online data. The challenge was to reimagine product registration as both a data touchpoint and a brand-building experience, inspiring cross-category exploration and deeper engagement.
Challenge
Despite a loyal base, YETI lacked visibility into user behaviors across channels. Many retail purchases went unregistered, making it difficult to connect in-store and online data. The challenge was to reimagine product registration as both a data touchpoint and a brand-building experience, inspiring cross-category exploration and deeper engagement.
Solution
We designed Gear Locker to bridge commerce, content, and CRM within YETI’s ecosystem. A streamlined product registration flow made logging gear simple, while collections, badges, and tailored recommendations kept users engaged well beyond purchase. The platform unlocked deeper customer insights and loyalty opportunities, strengthening long-term relationships with YETI’s most invested customers.
Solution
We designed Gear Locker to bridge commerce, content, and CRM within YETI’s ecosystem. A streamlined product registration flow made logging gear simple, while collections, badges, and tailored recommendations kept users engaged well beyond purchase. The platform unlocked deeper customer insights and loyalty opportunities, strengthening long-term relationships with YETI’s most invested customers.
Solution
We designed Gear Locker to bridge commerce, content, and CRM within YETI’s ecosystem. A streamlined product registration flow made logging gear simple, while collections, badges, and tailored recommendations kept users engaged well beyond purchase. The platform unlocked deeper customer insights and loyalty opportunities, strengthening long-term relationships with YETI’s most invested customers.
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PROJECTS
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.