YETI—Buy Flow
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.
“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 Design Director, I led the 6-month redesign of YETI’s e-commerce website, partnering with internal design, product, and client teams (10+) to reimagine the buy flow. I drove alignment, led design reviews, and translated vision into actionable solutions, ensuring every output reinforced business goals and delivered a cohesive, customer-first experience.
Challenge
To strengthen YETI’s direct-to-consumer channel, the path to purchase needed to be rethought. The existing journey lacked clarity and confidence-building moments. The challenge was to create a seamless, engaging system that guided customers through complex decisions while reinforcing the brand and building lasting relationships.
Solution
Working closely with client, product, and engineering teams, the redesign began with YETI’s most complex lineup — coolers. Patterns were tested, refined, and iterated until ready to scale across drinkware, bags, apparel, and more. The result was a modular system that balanced YETI’s premium brand integrity with a streamlined, confidence-building path to purchase.
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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