▌THE CHALLENGE
In an increasingly digital and noisy world, companies face the challenge of adapting and evolving at a faster pace than ever before. Technological advancements such as web 3.0 and the metaverse have further accelerated this process. As brands reconsider their presence, they must find ways to keep up with the rapid pace while remaining authentic and captivating. In this dynamic environment, my team of four was given the task of reimagining how YETI, a premier outdoor products company, could engage consumers in more immersive and compelling ways. We embarked on a journey that involved extensive research, synthesis, ideation, concept drill downs, business modeling, and ultimately, presenting a final concept. By merging the evolving technological landscape with YETI's expertise, we aimed to create a transformative experience for consumers.
Once we had acquainted ourselves with the societal context and gained a comprehensive understanding of YETI as a company, we focused on a primary business objective: improving its product discovery and retail space. This overarching goal was formulated as a question:
▌THE PROCESS
DEFINE
RESEARCH
CONCEPT
DESIGN
In order to gain a deeper understanding of the context and familiarize ourselves with the YETI brand, we delved into a comprehensive secondary research canvas. This involved closely examining social trends and drivers, the economic landscape, as well as current and emerging technological advancements that enable new possibilities.
snapshots of part of our secondary research on Mural board
Building upon the overarching outdoor trends we had identified, we delved further into exploring the essence of YETI as a brand. We sought to uncover YETI's mission, vision, and brand identity. To gain a more profound understanding, we immersed ourselves in the consumer experience by stepping into their shoes during an in-store exploration. We left the in-store immersion with a better understanding of YETI’s mission, vision, and value proposition.
MISSION
“Ensure each YETI product delivers exceptional performance and durability in any environment, whether in the remote wilderness, at the beach, or anywhere else life takes our customers.”
VISION
“To represent the yardstick by which all other outdoor products are measured.” This means that YETI is desiring to produce the best products on the market in the outdoor space.
GOAL
YETI seeks to enhance its retail space and channels through immersive experiences.
In order to understand how YETI's current strategy resonated with people's real-life connection to the outdoors, we delved into the actual experience of discovering and purchasing a YETI product. To gather insights, we conducted primary research interviews with five individuals representing diverse outdoor interests, brand preferences, and geographical locations. Through these interviews, we aimed to uncover valuable perspectives on the alignment between YETI's strategy and customers' lived experiences.
help YETI enhance its product discovery and retail space through immersive experiences?
HOW MIGHT WE
During our research interviews, we gathered a wealth of information about people's diverse relationships with the outdoors and their perceptions of YETI. We analyzed and distilled our findings, uncovering various themes, insights, and frameworks that emerged from the data. This process allowed us to gain a deeper understanding of the nuances surrounding people's outdoor experiences and their impressions of the YETI brand. By summarizing and organizing our findings, we were able to generate valuable insights that would inform our subsequent steps in the project.
LEARNINGS
Reconnect with Soul through Nature
Social Memory Making
Expand Outdoor Activities into Everyday Life
YETI is in the loop but not a go-to
"Investment" is a Mindset
A snapshot of the humans that inspired our design. In their own ways, each of them saw the outdoors as an escape.
As our synthesis progressed, our insights underwent an evolution that led us to distill them into four pivotal observations, all interconnected by a central element: time. Reflecting on the lasting impact of the pandemic, we discovered that individuals placed a high value on and prioritized the time they spent outdoors. Memories of being confined indoors during the pandemic motivated people to cherish moments spent in nature. Our interviewees revealed that they intentionally set aside time to reconnect with themselves through outdoor experiences, incorporated outdoor activities into their daily routines, and created precious memories with their loved ones. It became evident that our participants actively sought regular and localized outdoor engagements, emphasizing the significance of time spent in nature.
Informed by these crucial insights, as the lead designer, I guided our brainstorming and ideation sessions. Leveraging the power of "how might we" questions inspired by our key findings, we embarked on a creative journey to generate ideas that effectively intertwined all the insights we had gathered. With a multitude of design ideas and concepts at hand, we paused momentarily to gain clarity and refine our approach before finalizing our ultimate direction. This deliberate step allowed us to distill the abundance of ideas into a focused and polished outcome.
Taking a broader perspective encompassing emerging technology and societal trends, as well as considering YETI's brand mission, vision, and our most impactful insights, we came to a realization. We discovered that YETI's current positioning did not align with people's present perceptions or evolving behaviors. It became apparent that an opportunity area had emerged: transitioning YETI's focus from catering primarily to professional outdoorsmen in extreme environments to targeting the outdoors-curious demographic in everyday, local settings. This strategic shift would enable YETI to tap into a wider market and connect with individuals who have a burgeoning interest in outdoor activities within their immediate surroundings.
Shifting to a new audience would allow YETI to connect to current behaviors and expand its customer base.
After meaningful discussion, we fine-tuned our focus and narrowed down our final concept direction. We honed in on principles that would strongly resonate with people's present behaviors and preferences. Our objective was to meet individuals within their hectic daily routines, establishing a connection between the experience we were creating and their cherished memories. Furthermore, we aimed to foster a strong association between the experience and both YETI's products and the outdoors, enhancing the overall appeal and relevance for the target audience.
Everyday Wild is an immersive QR-enabled discovery journey: it comes to you and unveils products and experiences by surprising you in your existing routine, showcasing local escapes, and capturing your memories with versatile products.
▌THE CONCEPT - “EVERYDAY (is) WILD”
Drawing upon the principles of desirability, feasibility, and viability, we utilized the whiteboard to outline the customer journey. With my expertise in visualization, I took the lead in bringing the journey to life. To effectively communicate our concept, we created a persona named Matt and placed him in real-life scenarios that showcased the idea's value proposition.
Meet Matt
❏ Interaction Designer working from home
❏ Lives in Chicago area
❏ Loves jogging and any water activities
❏ Loves shopping online and does not have a go-to brand
❏ Heard about YETI and owns a mug as gift
Matt, an everyday coffee enthusiast, begins his day by visiting the coffee shop near his apartment for his usual cup of coffee. During his visit, he discovers a captivating display of vibrant YETI cups at the register. Upon receiving his coffee, the staff informs him about an exciting opportunity: by collecting 5 QR codes from various coffee shops printed on takeaway cups, he can earn a free customization for the tumbler he purchases.
ENTICE
Photo realistic rendering done by me
Intrigued by this treasure hunting activity, Matt is immediately drawn to the idea of obtaining a complimentary customization. After scanning the QR code, YETI's website instantly appears, featuring a video showcasing a family of four enjoying a picnic at a lakeshore park near Matt's apartment. The video highlights various YETI products such as blankets, armchairs, mugs, and a dog bowl. Surprised by the wide range of YETI's offerings, Matt excitedly messages his friend to arrange a barbecue party at the same park for the upcoming Saturday.
ENTER
Photo realistic rendering done by me
► By expanding what consumers regard as WILD, YETI will be able to expand its customer base.
► By providing people with easy access to YETI videos, YETI will be able to better advertise and grow its product line.
Having successfully collected 5 QR codes from various coffee shops, Matt heads to the YETI flagship store. As he approaches the entrance, he is captivated by a massive YETI cup showcased in the display window. Intrigued, he scans the QR code on the cup, which leads him to an augmented reality (AR) display. As Matt moves his camera around, an animated character springs to life, sitting on a YETI armchair positioned on the other side of the window, savoring a sip of red wine from her YETI mug at a picturesque camping site near Michigan lake.
ENGAGE
Photo realistic rendering done by me
While Matt explores the assortment of products, the staff completes the engraving of his personalized tumbler. Intent on gifting the tumbler to his mother, Matt envisions a heartfelt surprise. By scanning the QR code engraved on the tumbler, his mother will be able to view cherished photos of them playing together on the lake during Matt's childhood — a precious piece of their shared memories.
EXIT
Photo realistic rendering done by me
Matt discovers another exciting feature of the YETI app: the ability to create a Cloud, a virtual world map where users can share their outdoor stories with loved ones, complete with geo stamps. This allows them to easily view each other's stories by simply tapping on the screen. Matt eagerly anticipates trying out this feature and sharing it with friends he hasn't had the opportunity to see in a while.
EXTEND
Photo realistic rendering done by me
► YETI QR code customization, will give YETI a competitive edge that will gain YETI future customers.
► YETI will better establish its brand lifestyle and gain customers loyalty.
Value Proposition:
For the busy nature seeker who wants to reconnect regularly but is pulled into a consuming, tech-filled routine Everyday Wild is an immersive discovery journey that leads to fulfilling outdoors experiences and memories that last a lifetime.
▌THE RESULT
Armed with our well-prepared concept, visualizations, slide deck, and multiple practice sessions, we confidently presented to our advisors and classmates. We shared the compelling narrative of how we revolutionized YETI's product discovery and retail space through immersive experiences, emphasizing the integration of everyday routines, local getaways, and cherished memories to captivate users and create unforgettable store visits.
Taking charge of ideation, design, and prototyping, I guided the discussion, showcasing the final user journey with our meticulously crafted design ideas and enhanced by my expertise in photorealistic rendering.
Our efforts were met with positive feedback, acknowledging our commitment to the learning process, impactful storytelling, and bias towards action.
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BRAND STRATEGY & SERVICE
YETI: Everyday Wild
As the world enters the era of web 3.0, brands with physical retail spaces are recognizing the need to adapt to the dynamic environment by offering more interactive and engaging experiences. In a team of four, we assisted YETI, a leading outdoor brand, in reimagining their retail experience. The result was a captivating and immersive journey, enhanced by QR codes, that not only introduced new outdoor products and experiences but also highlighted local escapes and provided a way to capture cherished memories.
Project Type: Brand Strategy, Service Design
Space Design
Project Duration: 10 wks (2022.9 - 12)
My Role: Design Lead, Ideation Lead, Design Strategist
Skills: Design Research, Prototyping, Branding,
3D Modeling & Rendering, Storytelling
Rita Wang
Experience Architect
Social Impact
Youhua Lu
Product Design
Research
Chloe Saunders
Design Research
Consulting
Joaquin Moeller-Luzio
Design Engineering
Entrepreneurship
“I feel like we are meant to interact with the Earth. I get such a sense of peace from being outdoors.”
- Shannadora
“I don’t even think about YETI, but we love YETI. We have tumblers we use & the high quality always blows me away.”
- Kayli
“Hiking is my time to catch up with my friends. We talk about everything & live in some memories.”
- Alex
