News | August 7th 2023

The Cold Standard — YETI Launches New Coolers Experience, Built by Code and Theory


YETI recently launched its reimagined Coolers experience in partnership with Code and Theory, its digital product partner since 2020. The experience was completely rebuilt and redesigned, and features a seamless buy flow for users that is more intuitive and premium. The four and a half month multidisciplinary project involved teams across Product, Design, Engineering and Strategy, as well as Content, Brand and Merchandising.

Over the last 17 years YETI has built a brand synonymous with durability, quality and ruggedness. As new products were launched, YETI developed a cult following and its drinkware category exploded. YETI partnered with Code and Theory with a focus on showcasing coolers through a premium, extensible experience that educates and inspires customers. To do so, YETI transitioned away from the more traditional eCommerce website and built the experience to go up-market and better align with their premium coolers.

YETI Coolers Experience

Code and Theory’s Design Team led the UI and UX work fueling the refreshed customer experience, which feels big, bold, and edgy. Design worked in collaboration with Engineering to create the new Category Landing Page and multiple Product Landing Pages using SalesForce SFRA (Store Front Reference Architecture) eComm technology. The Coolers experience was developed with detailed documentation enabling the YETI Merchandise and Content team to easily maintain the experience going forward.

“YETI is a world class brand, and we’re grateful to partner with the YETI team to ensure every digital touchpoint lives up to that same quality,” shared Stephen Clements, Chief Creative Officer at Code and Theory.

YETI and Code and Theory have collaborated on an array of digital experience projects together, most recently earning a Webby award and four Indigo Awards for YETI’s Year in Preview experience, the first of its kind interactive digital experience that allowed users to generate their very own custom calendar, complete with a customized hype video to prepare them for the year ahead.

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