September - December 2023
YETI Adventure Club
This product was imagined as a way for YETI to expand its portfolio into personal and global wellbeing. It was developed in a design strategy class and considers the solution's desirability, feasibility, and viability for YETI.
PROMPT AND APPROACH
Aligning with the YETI brand
We were tasked with imagining a future through the YETI brand where global wellbeing communities can feel more connected to each other, with AI as a consideration. To start, we researched the current mission and vision of YETI to align our approach with the values of the company.
Research, Analysis, and Insights
Research objectives and methods
To understand how YETI could grow from primarily a cooler and drinkware brand to a platform that enhances global wellbeing, we employed multiple research methods. Secondary research and social listening through online forums such as Reddit gave us initial insight into YETI's corporate goals and what users appreciate from the YETI brand when compared to other outdoor and drinkware brands. We visited YETI stores and explored their website to live the current user experience and look for opportunities to expand their offerings. Finally, we used dScout to recruit and conduct contextual interviews with seven YETI enthusiasts to learn about their lifestyles, how they think YETI can embody wellbeing, and their viewpoint on AI.
User Interviews
YETI users find fulfillment in curating a diverse assortment of drinkware products that seamlessly integrate into their daily routines. This reflects a deeper desire for tailored experiences that allow them to enjoy integrating their habits and outdoor activities with YETI’s high quality and optimal performance.
Insights
In addition to our findings about crafting tailored experiences, we learned that YETI products foster a powerful sense of belonging within a community of enthusiasts through shared experiences and social connection. Leveraging the appreciation their users have for the brand, YETI users can come together to uplift their local communities and enhance collective wellbeing.
Lastly, we heard that people deeply value connections with family and friends for their well-being. YETI products, present during these moments, become symbols of cherished memories and communal experiences. Their absence is a missed opportunity to establish that symbol; while their presence stimulates anticipation for future shared experiences.
Frameworks
User Archetypes
During our research, we found that some YETI users value specialized products, while others desire more versatility, and some YETI users seek highly durable products, while others are looking for more cost-effective options. The 4x4 of these values elucidated the archetypes of users we would need to consider when developing our final solution.
YETI's strengths
YETI's foundation is built on unwavering functionality and unparalleled quality. Their range of products are meant to be reliable companions, designed to endure the toughest conditions.
Opportunity Space
Beyond the practical, YETI can cultivate a lifestyle synonymous with adventure, passion for the outdoors, and quality living. The pinnacle of the pyramid is about elevating the YETI experience from products to creating lasting memories, by facilitating opportunities for customers to forge deep connections with family and friends through shared moments.
Developing The Final Solution
Value Proposition
Based on the how might we's of "HMW strengthen and expand the YETI enthusiast community to foster even deeper connections among users?" and "HMW amplify the presence of YETI products in communal experiences to consistently evoke anticipation and deepen shared memories?" we developed YETI Adventure Club.
Offerings
- Our flagship offering, YETI Wild Experiences, is a curated series of guided hikes in diverse terrains, providing a comprehensive outdoor experience.
- YETI Local Experiences is a community-focused initiative, designed to bring YETI enthusiasts together through a variety of local events.
- YETI National Parks is a unique service offering within the Adventure Club, providing members with exclusive benefits at US national parks.
- YETI Exclusive Products is a premium service offered, providing members with access to limited edition coolers, drinkware, camping gear, and other specialized outdoor equipment.
Step, Stretch, Leap
Each offering will specify three separate deployment stages depending on time and financial commitment from YETI. For examples, Wild Experiences will launch a pilot providing comprehensive excursions in highland terrains in a major US location, such as Yosemite. It can then expand geographic reach by introducing additional adventure series like Coastal Kayaking Adventures and Desert Exploration Expeditions. Finally, the Adventure Club can be positioned as a leader in the outdoor adventure and eco-tourism sectors through expansion nationally and internationally in all major US and Canadian national parks.
The 5 E's
Desirability, Viability, and Feasibility
Desirability
YETI’s customers desire an elevated brand experience that moves beyond basic, functional needs and enriches their lives by cultivating a sense of community, shared experiences, and creating cherished memories.
Viability
The Adventure Club model generates revenue from multiple streams, exclusive merchandise, sponsored events, and premium membership fees, which all contribute to the overall financial viability. New revenue streams can be created as the Adventure Club continues to expand, thereby increasing brand loyalty and YETI’s overall market share.
Feasibility
The Adventure Club platform is designed to be highly scalable, capable of accommodating a growing membership base by leveraging existing relationships with outdoor professionals, athletes, and influencers for program endorsements and collaborations. Regular assessments and upgrades will be implemented to ensure a smooth and scalable user experience.