From Browsing to Buying: Elevating YETI’s E-commerce Experience
Services
UX/UI design
Responsive Web Design
Front End + Web Development
A/B testing and optimization
UI Toolkit
As YETI rapidly grew beyond the outdoor space and into a culturally transcendent brand, a traditional box-on-box e-commerce website wouldn’t cut it. Plus, YETI purchases can be significant, so giving customers confidence throughout their buying journey was essential. As part of our ongoing digital product partnership, YETI partnered with Code and Theory to design and engineer a customer-centric e-commerce experience that educates, inspires and converts — at scale.
Key Takeaways
- Improved the E-commerce experience by reimagining the discovery-to-conversion flow
- Engineering reusable, and highly configurable components to scale across the website
- Strategy, design and engineering completed in less than six months
Audience-informed, Experience-led
YETI insights helped us create an experience to meet the demands of two distinct audiences. First, YETI loyalists, who most often know what they're looking for and can be driven directly to purchase. Second, new customers to YETI, who are taken on a journey from the Product Category Page to the Product Landing Page to view lifestyle imagery and product information and compare products to increase their confidence before adding to the cart. Knowing audiences need to move fast, we created custom filtering for each product line based on use case, size or other product attributes to help users narrow their search.
Concentrated on Conversion
The revamped YETI.com E-commerce experience includes multiple newly created UI components and templates that are scalable across all product line-ups, including coolers, bags, drinkware, and more. We paid special attention to redefining the purchase flow around three main areas of customer consideration during the buying process: size, capacity and weight.
We’ve made a quantum leap in the success of how people are shopping on YETI.com.
Technology Built for Speed and Scale
YETI’s challenge started with enhancing a technical implementation to improve the end-user experience and allow the internal merchandising teams to easily manage the new advanced features. Code and Theory's engineering team developed an approach that started with rebuilding the main category landing pages, product listing pages, and product detail pages with beautiful, reusable, and highly configurable components. Next, we created detailed "how to" documentation, assisted during key releases, and led both weekly training sessions and tech syncs with internal teams.
Our ongoing digital partnership with YETI produced a comprehensive site- wide refresh, improved E-commerce, optimized user flows, and enhanced storytelling — all in service of YETI’s mission to make your time in the wild extraordinary.