Challenge
Yeti had a great-looking website that represented the brand well. However, new features implemented over time created a fragmented and tangled technical backend that posed significant challenges, requiring the support of a developer in order to make any updates to their site. Having recently completed a brand identity refresh, Yeti Cycles was looking for a partner to help them translate the subtle nuances of their new messaging framework into a more compelling and dynamic digital experience, while also gaining the ability to easily manage content and product updates on their own.
Influence of Approach
The broader intent of the new website was to continue growing and connecting with the loyal community that Yeti has cultivated over the years by presenting world-class content of their excursions and race results, sharing the experiences that come with ownership and selling products along the way.
Our Approach
In order to support a structure that best supported their needs, we determined that a headless framework would allow the Yeti team to leverage the full capabilities of a robust CMS. Given the challenges that the marketing team had experienced on their previous site, our goal was to create systems that would maximize marketing velocity and extend our design and development efforts beyond the site’s launch. The new website allows the brand team to leverage a design system supported by a library of reusable components, allowing them to create new pages with existing components while also having the ability to add new ones as future needs arise.
