YETI—Gear Locker
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.
“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
“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
My Role
I led product strategy, UX, and visual design for Gear Locker, working across internal teams and in close partnership with YETI’s product group. Collaborating with our Associate Creative Director, I helped shape an elegant solution that balanced user needs with technical constraints, including how to repurpose hundreds of existing product images within a flexible, scalable system. From concept to delivery, I guided the experience to ensure it felt purposeful, premium, and aligned with YETI’s broader digital vision.
Challenge
While YETI had a loyal customer base, it lacked a complete understanding of user preferences and behaviors across channels. The challenge was to reimagine the product registration experience, enabling seamless data collection while inspiring cross-category exploration and engagement.
Approach
Gear Locker was designed to integrate seamlessly into YETI’s broader digital ecosystem, bridging commerce, content, and CRM. By allowing users to register products, track collections, and receive personalized recommendations, the platform provided ongoing value beyond the point of sale. It laid the groundwork for deeper customer insight, loyalty initiatives, and cross-channel engagement, strengthening the brand’s relationship with its most invested customers.
Experience Sizzle
Intuitive Registration
Users fill their Gear Locker by registering their YETI products through an intuitive new registration flow, seamlessly navigating the extensive YETI catalog.
Gear locker, personalized
Gear Locker centralizes all your YETI gear in one place within your account on YETI.com. Explore your personalized collection, access gear guides, track collection progress, browse relevant content, and showcase your digital sticker achievements.
Channeling collectability
Gear Locker's Collections feature tracks users' progress toward completing color or activity-themed sets, displaying both owned items and those needed to earn rewards. This drives product awareness and cross-category purchases.
Next Project