Yeti Product Registration Redesign
2024 | UX Design
Revamping YETI's product registration to create a seamless, engaging, and incentivized user experience
YETI is an outdoor lifestyle brand known for its high-quality, durable products designed for outdoor enthusiasts. As part of their ongoing efforts to deepen user engagement, YETI wanted to enhance their product registration experience by incentivizing users with exclusive collectibles through the YETI Artist Series.
I led the UX efforts by conducting a competitive analysis, mapping user journeys based on client requirements, iterating on design solutions, and ensuring a seamless handoff to developers. Throughout the process, we focused on streamlining the registration experience, reducing friction, and aligning our efforts with YETI's broader business goals.
YETI’s product registration rates were low, with only 4% of drinkware products registered, despite a large and loyal customer base. The existing registration process was cumbersome and lacked clear incentives, leading to high drop-off rates. This resulted in missed opportunities for collecting valuable customer data and engaging users post-purchase.
Taking insights from user research and existing data points, I collaborated with the the product manager and product strategist on the team to design comprehensive user flows illustrating the various ways users would interact with the new product registration experience. We mapped each step, from the initial registration prompt to the final confirmation, ensuring that every interaction was intuitive and seamless. With the new design, we sought to simplify the registration process while also providing users with an incentive, such as gifting digital YETI stickers designed from the YETI Artist Series.
I designed mid-fidelity wireframes for both desktop and mobile, based on the user flows to illustrate the registration experience. Focusing solely on logged-in states, as registering a product through YETI required users to be signed in, I created detailed wireframes for two main flows: finding a product manually and by entering a serial number. This approach ensured a seamless, intuitive experience for users navigating the registration process on any device.
During the design process for mobile breakpoints, I explored the possibility of allowing users to scan their QR code directly from their mobile device. This feature aimed to enhance the ease and speed of product registration, enabling users to be directed through the same steps as those entering a serial number manually. Mobile users also had the options to enter the serial number or find the product manually, ensuring a versatile and user-friendly registration experience tailored to the mobile platform.
We prominently showcased the YETI Artist Series collectibles (digital stickers, patches, etc.) throughout the registration process, providing users with a compelling reason to complete registration.
We streamlined the form, reducing unnecessary fields and introducing auto-population where possible to reduce user effort. The goal was to minimize friction and make the process as seamless as possible.
To help YETI better understand their customers, we added a question in the registration flow asking users what they do with their YETI products. This provided valuable data that could be used to personalize marketing and product recommendations in the future.
I built a clickable prototype of the product registration experience, primarily focusing on the "Find your product type" flow. I used Figma to demonstrate micro-interactions within the flow. This prototype was presented to the YETI stakeholders and then utilized for user testing to gather feedback to further refine the experience.
In collaboration with the UX researcher, we conducted usability testing sessions with a diverse group of users, leveraging a combination of direct feedback, task completion metrics, and heatmap analytics to uncover pain points in the registration process.
These insights highlighted areas where users experienced friction, such as navigating to the registration flow within the account portal, allowing us to refine the design and ensure a more seamless experience. The feedback was overwhelmingly positive, with only minor adjustments needed to how users accessed the flow from their account portal.
The new registration experience empowered YETI’s users to quickly register their products while unlocking exclusive benefits, such as participation in the Artist Series and access to personalized marketing offers.
For YETI, the redesign provided:
• Improvement in user satisfaction, reflected in post-registration feedback surveys
• Actionable customer data, enabling targeted campaigns that increased user retention and loyalty
• A scalable solution adaptable for future product offerings.