YETI—Bags PDP

YETI—Bags PDP

We launched the Bags PDP to support YETI’s entry into an entirely new product category. The experience highlighted each bag’s performance, features, and versatility through immersive storytelling, helping customers evaluate and trust a brand-new offering from day one.

“Sleek, readable design made YETI feel premium.”

“I didn’t have to guess where things were, it all made sense.”

“Refreshing compared to other sites.”

—User Testing

w3 Awards—Gold
8 Weeks from Concept to Launch
The first drop sold out in days

My Role

As our first collaboration with YETI, this project set the tone for a multi-year partnership spanning more than a dozen launches. I led creative direction for the Bags PDP, working with teams across five time zones to build a responsive system that introduced a new product category with clarity and impact. Partnering with our creative technologist, I helped elevate motion and interaction to express the brand’s premium positioning across every detail.

Challenge

Unlike YETI’s established drinkware and cooler lines, the Bags category represented a bold step into new territory. With no existing user expectations around these products, we had to introduce the category, clearly communicate its value, and build immediate credibility, all while maintaining the uncompromising spirit of the YETI brand.

Approach

We designed the Bags PDP to be clear, confident, and immersive. The layout prioritized essential product information while inviting users into the story behind each bag through rich photography and purposeful content. Motion and interactivity were used with intent, reinforcing YETI’s premium positioning and helping users explore every detail without friction. The system was built to scale, allowing new bag styles and categories to slot seamlessly into the framework as the product line expanded.

Experience Walkthrough

Story and Commerce

Evolving an iconic brand requires a careful balance of narrative and functionality. We designed dynamic content modules that embed storytelling into every interaction, enriching the experience while leading customers toward purchase.

Making Ideas Tangible

Prototyping was essential to bringing the vision to life. We used a range of tools to refine interactions and validate key concepts.

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