Redesigned Customizer
YETI •
Redesigned Customizer YETI •
Overview
Customization is personal. Your experience should be too.
I led the comprehensive overhaul of the YETI Drinkware Customizer, transforming a complex configuration process into a seamless, premium digital journey. By eliminating friction and focusing on the user’s creative flow, we didn’t just update a feature—we built a scalable engine for self-expression.
As a UX/UI Designer at YETI, I lead design initiatives for a variety of high-visibility, site-wide consumer experiences. My role spans the entire product lifecycle—from initial ideation and wireframing to delivering precise design and development specifications. I collaborate closely with engineering teams throughout the build and QA phases to ensure design integrity, while partnering with the Senior UX/UI Design Manager to align our work with overarching brand and user experience strategies.
Role: Lead UX/UI Designer
Team: UX/UI Design Manager, Digital Product Manager, Development team, Customizer Team, Merchandising Team, Brand Team
Year: 2025
Project Type: Project lead, New Feature, UX/UI Design, Interaction Design, User Centric Design, Animation, Prototyping
The Design
Modernized the YETI Drinkware Customizer by prioritizing user-centric navigation and a "mobile-first" visual experience.
I led the end-to-end redesign to resolve critical friction points across platforms. On mobile, I introduced real-time visual feedback, allowing users to see live previews of their designs instantaneously rather than waiting for the final review screen. On desktop, I replaced a tedious "back-button" legacy flow with a navigation menu in Customizer, enabling seamless toggling between design modules. By integrating YETI’s unified design system, we created a cohesive brand experience. This long-term initiative involved deep cross-functional collaboration with Brand, E-commerce, and Engineering teams. Since launch, the new experience has significantly increased user engagement and conversion rate, and streamlined the path to purchase.
Enjoy this awesome experience at https://www.yeti.com/drinkware/tumblers/21071507593.html!
Mobile Design
Identified and resolved a significant friction point in the mobile customization journey by implementing a real-time preview interface. Previously, users were required to complete the entire configuration before viewing their design on the 'Review' screen. The redesigned experience provides instant visual feedback across all customization modules—including Gen AI, Gallery, Text, Uploads, and Monograms—enhancing user confidence and streamlining the path to purchase.
Desktop Design
Redesigned the desktop interface to support instantaneous module switching, resolving a legacy pain point of repetitive 'Back' button navigation. By utilizing a floating design aesthetic for the right-hand control panels, Icreated a more immersive and less cluttered environment, empowering users to experiment with various personalization options with greater speed and ease.
From Strategy to Scale,
Real Impact.
The Impact
Sustained Performance & High Conversion: Post-launch data shows consistently exceptional performance, with conversion rates climbing significantly past historical baselines, establishing the Customizer as a primary conversion booster for the site.
Cross-Functional Focus (KPI Success): Due to the feature hitting key business KPIs, multiple cross-functional teams are now actively working to expand visibility and create new entry points to the Customizer across the site.
Continuous Optimization: Building on this momentum, we are currently integrating next-generation features to further elevate the user experience and maximize the joy of product personalization.
Takeaways
As a lead designer on this initiative—YETI’s most significant digital feature—I managed the end-to-end design lifecycle, balancing brand integrity with high-performance UI and UX. This project was a great cross-functional collaboration, requiring seamless alignment between various teams. By facilitating stakeholder presentations and advocating for user-centric solutions through rigorous testing and research, I delivered a premium user experience that reinforces YETI’s market leadership. This project solidified my ability to navigate complex, high-stakes environments while maintaining a focus on engaging, innovative interaction design. I will keep moving forward and use the knowledge I learned from this project in future projects.