YETI - Preference Center
Overview
I designed and implemented the YETI Preference Center, a strategic touchpoint within the Account Page designed to deepen user engagement through a gamified discovery experience. By architecting an interactive interest-based assessment, I created a framework that allows customers to define their unique pursuits and preferences. This data-driven experience enables the platform to deliver highly personalized product recommendations and curated content, transforming a standard profile page into a tailored brand journey. Since launch, this feature has served as a key driver for personalized marketing.
As a UX/UI Designer at YETI, I have been working on variety of site wide projects that consumers experience for the brand. I was in charge of the ideation, design/development specification. Worked closely with developers throughout the build and QA sessions. Worked closely with the Senior Manager UIUX Designer for the advise.
Role: Lead UX/UI Designer
Team: UX/UI Design Manager, Digital Product Manager, Development Team, Brand Marketing Team
Year: 2023-2024
Project Type: New Feature, UX/UI Design, Interaction Design, User Centric Design, Animation, Prototyping
The Design
The design objective for the YETI Preference Center was to transform a standard data-entry task into a high-engagement, interactive experience. By implementing a gamified interface, I replaced static forms with dynamic 'bubble' components that utilize sophisticated micro-interactions and state changes (default, hover, and active) to provide tactile visual feedback. This approach leverages motion design and fluid animations to evoke positive emotional responses while users define their preferred activities, color palettes, and social contexts. This long-term initiative involved meticulous and extensive prototyping and cross-functional alignment with Brand and E-commerce stakeholders to ensure the visual language remained premium. Since its launch over a year ago, the interface has successfully bridged the gap between user-centric discovery and zero-party data collection, maintaining consistently high engagement metrics. With the Preference Center, customers can truly personalize their YETI experience in a fun and engaging way.
Sign up to enjoy this awesome experience at https://www.yeti.com/ !
Impact
The implementation of the Preference Center has significantly matured YETI’s personalization strategy by enabling the delivery of data-driven product recommendations and curated content. By empowering users to self-identify their interests, we have fostered a deeper sense of discovery and relevance within the shopping experience.
Furthermore, the innovative 'bubble' interaction model I developed has been integrated into our broader design system as a high-level parent component. This modular architecture now powers several critical site features, including our global filtering systems and interactive gift guides, ensuring visual and functional consistency across the entire digital ecosystem.
The Experience
Preference Center Entry
Users can navigate to Preference Center from Account Overview page after signing into their account. It will be shown on the left nav and on the “Featured For You” carousel.
Preference Center Quiz
Once users click into the experience, it will launch the Preference Center Quiz. Here, users can select their preferences, such as what are their main interests on activities, who they travel with, what are their favorite colors are, and etc.
Summary Screen
Once users complete their quiz, it will show all the preferences at one place in this summary screen. Users can go back at edit by clicking “Start Over” button or go back to Account Overview by clicking “Looks Good” button. After completing the quiz, when users will see products recommendations according to their preferences while shopping.
The Interaction
Customers can select multiple bubbles, as many as they want to select. In Desktop, it has Default, Hover, and Selected states, and in Mobile, it has Default and Selected states. In Hover state, the bubble expands, and in Selected state, it gets highlighted.
Takeaways
This project was a pivotal milestone at YETI, providing a deep dive into the intricacies of user journey mapping and digital personalization. By owning the end-to-end design lifecycle—from ground-up ideation to iterative user testing—I successfully synthesized complex stakeholder requirements from Brand, E-commerce, and Engineering into a seamless, high-engagement experience. I am particularly motivated by the feature's scalable architecture, which is designed to evolve with an expanded roadmap of user-interest modules. Moving forward, I am eager to leverage this expertise in cross-functional leadership and immersive interaction design to drive future high-impact strategic initiatives.