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 experience and visual design for Gear Locker, collaborating with our product strategist and YETI’s internal team to bring the platform to life. Partnering with our Associate Creative Director, I helped shape an elegant solution that balanced user needs with technical constraints, repurposing hundreds of existing product images within a flexible, scalable system. From concept to delivery, I ensured the experience felt purposeful, premium, and aligned with YETI’s broader digital ecosystem.
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. The product registration flow was intentionally simple and intuitive, making it easy and pleasant for users to log their gear. From there, customers could track collections, unlock badges, and receive personalized recommendations, creating ongoing value well beyond the point of sale. The platform 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 customer progress across colorways, product types, and behavior-based milestones. By surfacing owned and unowned items and rewarding specific actions with virtual stickers, the experience encourages exploration and cross-category purchasing.
Behind the scenes, these interactions generate valuable first-party data, enabling deeper customer insights and supporting future personalization, CRM, and loyalty strategies.
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