Liza Feurtado
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Yeti Product Registration Redesign
2024 | UX Design
Revamping YETI's product registration to create a seamless, engaging, and incentivized user experience

INTRODUCTION

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.

MY ROLE

Lead UX designer responsible for defining user journeys and user flows, designing wireframes and prototype, writing design documentation for dev handoff, and working closely with stakeholders to ensure the final design aligned with YETI's vision.

THE TEAM

1 UX designer, 1 design director, 1 product manager, 1 product strategist, 1 visual designer, 1 UX researcher

TIMELINE

Feb 2024 - Mar 2024

THE CHALLENGE

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.

THE SOLUTION

Incentive-Centric Approach

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.

Simplified Registration Flow

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.

User Info Collection

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.

Designing for Seamless Registration
In later iterations of the product registration design, we focused solely on logged-in states, as registering a product through YETI required users to be signed in. I designed detailed wireframes for two main flows: finding a product manually and entering a serial number. We opted not to pursue a QR code scanning feature after determining it wasn’t technically feasible at the time, ensuring that the design was practical and could be implemented effectively. By focusing on simplicity and ease of use, the final design aligned with YETI’s business goals of enhancing user engagement while ensuring operational efficiency.
Swift & Simple
For the entering a serial number flow, we aimed to streamline the registration process for users who already have their product at hand. By allowing users to simply enter the serial number, the system can quickly pull up the matching product, making the registration process faster and more efficient. This approach ensures that users can register their products with minimal effort, enhancing their overall experience and satisfaction with YETI's services.
Mobile breakpoint
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.

COLLABORATIVE PROTOTYPING

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.

KEY HIGHLIGHTS

User-Centric Design
Shifted to a stepped process with visual cues and fewer form fields to enhance engagement and completion rates.
Collaboration & Iteration
• Worked with cross-functional teams, including the product strategist, to align on user flows and journeys.

• Conducted multiple design iterations to ensure the experience met both user and stakeholder needs.
Testing & Feedback
• Built a clickable prototype and conducted user testing.

• Made minor adjustments based on feedback, improving usability and access points within the account portal.
Accessibility & Scalability
• Ensured the design adhered to accessibility best practices for a seamless experience across devices.

• Created a scalable design system for future enhancements.

IMPACT + TAKEAWAYS

+45%
increase in registration completion rates
+20%
increase in customer data collection
-30%
reduction in user drop-off rates

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.

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