Lead UX/UI Designer
Yeti Coolers
Various
In the world of UX/UI Design for e-commerce, there are always tests and improvements that can be made. Here you can find anything from small site enhancements to A/B tests that led to massive increases in revenue. This page will also feature new components I've made for the site as well as new iconography I've made throughout my time at YETI.
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Our Customer Engagement Group reported that some of our most common returns from online orders were drinkware lids. My solution for this was the create a compatibility feature on our lid PDPs where users could select the drinkware they were shopping for and get an answer in real time as to whether or not that lid would fit the drinkware item they own.
This decreased lid returns significantly and created higher levels of satisfaction among online customers.
The PM team came to us with the following hypothesis:
We believe that if we provide a message in the minicart, cart, or PDP that lets customers know to get their products quickly because they may sell out, this will encourage customers to follow through with the purchase once they have added to cart.
I knew that YETI is positioned in its industry as a premium brand. With this knowledge, I knew that creating a timer in checkout or remaining SKU count on PLPs and PDPs on our site would cheapen the feel of our brand.
I decided to add a message box in the cart that would inform users to act quickly. With the collaboration of the copy team, we created a successful test that resulted in a decrease in cart abandonment (-2.2%) with an estimated annual revenue impact of +$15M.
The goal from the brief for this project was to update the design to match the current style of the site and increase data capture. We knew from data that a large majority of site visitors closed the current email signup modal which led to low capture rates.
My strategy for this was to make the email popup minimize into an icon bubble in the bottom corner so users could re-open the modal when they felt ready to sign up and share their data with us.
I also wanted to simplify the first screen so it felt less invasive for the user and evoked excitement with visual elements. I broke out the steps into multiple screens to reduce the cognitive load and decrease abandonment.
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