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.
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 designed a comprehensive prototype of the product registration, focusing primarily on the "Find your product manually" flow. I used Figma to demonstrate micro-interactions within the flow. This prototype was presented to the YETI stakeholders as well as used in user interviews to gather feedback to further refine the experience.
YETI was very happy with the results and I had a lot of fun working with their team on this. Together, we redesigned the registration process to improve conversion rates, enabling YETI to collect more accurate customer data and enhance user engagement by emphasizing user incentives.