YETI—Buy Flow

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

+66% Conversion Rate Increase
+48% PDP Views Increase
+53% Add-to-Cart Rate

My Role

As Lead Creative and Design Director, I guided internal and client teams from concept to launch. I drove strategic alignment, facilitated design reviews, and ensured every output reinforced our strategic intent and business goals. I translated vision-level thinking into actionable solutions, overseeing multiple workstreams to deliver a cohesive experience with clarity, consistency, and craft.

Challenge

To strengthen YETI’s direct-to-consumer channel, we needed to reimagine the digital experience, starting with the buy flow. The existing path to purchase lacked clarity and confidence-building moments. The challenge was to create a seamless, engaging experience that guided customers through complex decisions while reinforcing the brand and building lasting relationships.

Approach

Working closely with the client, product, and engineering teams, we defined scalable design patterns that addressed complex product configurations while preserving YETI’s visual and tonal integrity.

We designed a tailored experience for two key audiences: loyal customers ready to buy and new customers seeking exploration. This dual-path approach informed clearer affordances, more flexible UI modules, and a streamlined path to purchase.

Experience Walkthrough

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 every step of the purchase journey.

YETI website homepage showcasing a range of coolers, including hard and soft models, with text 'The Cold Standard' and sections for hard coolers and soft coolers.
Screenshot of YETI website featuring different models of YETI hard coolers in various colors, including pink, blue, orange, and brown, with a banner promoting durable coolers for ice retention.
YETI 45 Hard Cooler in Sandstone Pink with black latches, product details and measurements, online store page.

Crafting the journey

Product storytelling surfaces key benefits and FAQs, helping customers quickly understand essentials like size, capacity, and weight. A built-in compare tool supports confident decision-making.

Comparison of two Yeti hard coolers, the Tundra 45 in pink and the Tundra 65 in black, shown side by side on a webpage, with color options and prices listed below each cooler.

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.

A nature background with three overlapping mobile screens showcasing YETI outdoor gear, including a mug, a cooler, and a backpack, with text reading "Take it Outside," "The Cold Standard," and "Adventure Packed."
Display of five YETI reusable drink containers against a light background with the text "Take it Outside" in large font.
Screenshot of an outdoor gear e-commerce webpage displaying YETI coolers, a climbing photo, a water bottle, a backpack, and a person with a backpack in an urban setting. The page includes product details, prices, and a shopping cart summary.
A person with a backpack carrying a surfboard walking through a forested trail, with a cooler and a luggage box shown in the image. Product details and key features of the YETI backpack are displayed.
Collage of various YETI brands insulated bottles, mugs, and bags in different colors on colorful backgrounds.

Figma + YETI

At YETI’s Austin headquarters, I sat down with their ECD to reflect on our e-commerce redesign and spotlight the role Figma played in our collaboration.

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