YETI—Buy Flow
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
“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
My Role
As Design Director, I led the six-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, 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.
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
“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
My Role
As Design Director, I guided teams from concept to launch, driving alignment, leading design reviews, and translating vision into cohesive, business-driven solutions.
Shipped: Responsive e-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
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.
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
“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
My Contribution
As Lead Creative and Design Director, I guided teams from concept to launch—driving alignment, leading design reviews, and translating vision into clear, cohesive solutions that reinforced business goals.
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
Role
Design Director
Shipped
E-commerce website
Duration
6 months
Team
Internal design, product, and client partners (10+)
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.
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
My Contribution
As Lead Creative and Design Director, I guided teams from concept to launch—driving alignment, leading design reviews, and translating vision into clear, cohesive solutions that reinforced business goals.
“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, 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.
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
Role
Design Director
Shipped
E-commerce website
Duration
6 months
Team
Internal design, product, and client partners (10+)
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
My Contribution
As Lead Creative and Design Director, I guided teams from concept to launch—driving alignment, leading design reviews, and translating vision into clear, cohesive solutions that reinforced business goals.
“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, 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.
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
Role
Design Director
Shipped
E-commerce website
Duration
6 months
Team
Internal design, product, and client partners (10+)
YETI—Buy Flow
Transforming the path to purchase for over 5 million monthly customers
66% Conversion Rate Increase
48% PDP Views Increase
53% Add-to-Cart Rate
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
“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
My Contribution
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.
Snapshot
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
Snapshot
Role
Design Director
Shipped
E-commerce website
Duration
6 months
Team
Internal design, product, and client partners (10+)
YETI—Buy Flow
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
Snapshot
Role
Design Director
Shipped
E-commerce website
Duration
6 months
“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
Team
Internal design, product, and client partners (10+)
My Contribution
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.
Snapshot
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
YETI’s path to purchase was falling short. We reimagined the digital experience into a customer-first journey that educates, builds confidence, and drives conversion.
Snapshot
Role
Design Director
Shipped
E-commerce website
Role
Design Director
Duration
6 months
Team
Internal design, product, and client partners (10+)
“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
Shipped
E-commerce website
Duration
6 months
My Contribution
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.
Snapshot
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
Role: Design Director
Shipped: E-commerce website
Duration: 6 months
Team: Internal design, product, and client partners (10+)
Team
Internal design, product, and client partners (10+)
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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