YETI Gear Locker – From registration to engagement
Building a digital ecosystem that transforms products into experiences.
From products to experiences. We created a digital product that how people discover, organize, and engage with YETI gear through a scalable product system.
Role: Led end-to-end experience (UX, visual, art direction). Collaborated with product, strategy, dev teams and client stakeholders.
Tactile to Digital
Translating a rugged, physical brand into a digital ecosystem.
Frictionless Entry
Reimagining registration to spark deeper user engagement.
Post-Purchase Value
Creating meaningful touchpoints beyond the initial transaction.
The team re-engineered the onboarding flow using existing purchase data to make entry effortless, then mapped out a journey fueled by curated product content and personalized collections. By adding lightweight incentives like digital stickers, the experience sustains user engagement and seamlessly loops them back into the commerce funnel.
Following visual explorations focused on brand fit, usability, and scalability, I established the foundation for the final design system.
The final creative direction embraces a “garage-inspired” aesthetic—minimal and highly structured, utilizing natural materials and textured lighting to seamlessly mirror YETI’s rugged yet premium brand identity.
Rather than starting from scratch, I aligned Gear Locker’s new system with the existing e-commerce framework. I utilized the core design foundations—including grids, type scales, and color tokens—to seamlessly integrate the two systems for a cohesive brand experience.
I designed tactile motion and interactions that make digital exploration feel physical and effortless. On the homepage, horizontal swiping creates a sense of spatial movement, which intentionally shifts to a vertical flow once a user zooms into individual gear. This interaction design seamlessly guides customers through the entire ownership journey—from registration to personalized recommendations and rewards.
Beyond the interface, this project aligned teams around a shared product vision. The visual system became a foundation for future commerce initiatives. The biggest outcome wasn't the interface. It was creating a system that allows YETI to scale future experiences without redesigning from scratch.
Improved engagement and product discovery
Reduced friction in onboarding and navigation
Created a scalable foundation for future
The Product Registration and Preference Center flows, alongside Gear Locker, showcase the innovation and dedication driving YETI forward.
YETI Stakeholders
This milestone highlights our commitment to enhancing customer experiences and pioneering brand innovations.
YETI Stakeholders