YETI—Gear Locker
Gear Locker deepens YETI’s connection with customers by combining product registration, personalized recommendations, and collection-based rewards that celebrate ownership and drive ongoing engagement.
“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
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.
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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