YETI
Connecting an Underrepresented Subculture to Outdoor Luxury
Created "YETI Land" to connect YETI with Reddit overlanders while respecting their sensitivity to direct brand marketing.
Project Summary
YETI Land UI designs centering overlanders’ needs and interests.
Deliverables
See the full project breakdown below. ⬇️
My Role
Researcher & UX Designer
Madeline Edwards, Art Director
Christine Choe, Art Director
My Team
My Research Tools
Online Publications & User Interviewing
My Design Tools
Figma
Timeframe
4 Weeks
Per peer review, the project received an average score of 3.98 out of 5, with strong appreciation for the Figma prototypes.
Peer feedback highlighted key strengths:
“The YETI space reservation is a great idea for a getaway while also encouraging people to explore.”
“Enjoyed the duo as the user and their conflicting interests! Made for a nice tension and full-bodied solve. Also, so much worked up as far as live prototypes! Amazing.”
“The idea of making this a good app for both people who want to be alone and people who want to meet others was really cool.”
Impact
Navigation Hub
YETI's Evolution: Initially rooted in southern hunting/fishing, YETI pivoted in 2014 to become a "premium luxe" lifestyle brand. While dominant in drinkware, they sought deeper authenticity within rugged subcultures, especially among male consumers.
The Overlanding Shift: Unlike the aesthetic-focused "glamping" or vehicle-focused “vanlife,” the Overlander subculture prioritizes self-sufficiency and "triumph" over remote terrain. Interest in this space surged in the late 2010s, with Overland Expo attendance growing by 7,900% over the last decade.
The Context
The Ask
How can YETI tap into the overlanding subculture and authentically align itself with the community’s passions?
Research Methodology: To understand the Overlanding subculture, I looked beyond enthusiast forums to analyze the intersection of automotive trends, men’s lifestyle media, and behavioral science.
By synthesizing data from specialized publications, social trends, and scientific studies, I captured the cultural "code" that governs this community—moving beyond what they buy to why they explore.
Refer to the research cloud below for a comprehensive view of my resource pool. ⬇️
Research Cloud
Overlanding: Trails & Trends
The Shift: Originally a survival-based livestock practice, Overlanding evolved into a premium recreational pursuit with the 20th-century rise of motorized travel. It is now defined by self-reliant, remote exploration.
Market Explosion: Data from the Overland Expo highlights a decade of massive growth between 2009 and 2019, signaling a mainstream shift toward the "rugged independence" lifestyle:
Exhibitors: +4,200%
Attendees: +7,900%
Overland Expo in 2009:
15 Exhibitors &
500 Attendees
Overland Expo in 2019:
650 Exhibitors &
40K Attendees
Main Insight
Overlanders Are A Made Community with a Code
Overlanders aren’t born - they’re made. People within this subculture typically come to this hobby from other outdoor activities, such as birdwatching, mountain biking and climbing.
As a group, overlanders adhere to specific social rules like the "leave no trace" principle, which emphasizes preservation and respect for the natural environment around them.
Emerson Tedder (they/them), Overlander:
“Leave no trace goes into everything you do as an overlander. If you use the bathroom, take your waste with you. Be mindful of the ecological processes around you. Do not build rock cairns or carve your initials on trees.”
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Chang, Andrea. "Meet overlanding, the love child of off-roading and #vanlife." Los Angeles Times.
Fenn, D. (2022, September 26). “How YETI coolers became a status symbol.” The Atlantic.
Elizabeth Bennett. "Overlanding as a way of life." Overland Bound.
In-person Stakeholder Interview with Emerson Tedder Conducted on February 20th, 2024
Mike Imlay. "The Rise of Overlanders: Who are they and what are they searching for?" Sema, May 2021, Web, February 9th, 2024. Article Link.
Overland Expo Staff. "What is overlanding?" The Compass.
"Van Life vs. Overlanding, What's The Difference?" Dalton Johnson.
Important User Experience & Product Considerations
The research identified key user experience issues that YETI can address to enhance its offerings for overlanders.
YETI can create initiatives highlighting its commitment to overlanders' craft over product sales.
YETI can develop a platform to engage overlanders while maintaining brand control.
YETI can ensure inclusivity by using welcoming language which aligns with shared values.
YETI Land is a digital community—available as both a mobile app and a web portal—to help overlanders connect with each other and with the YETI brand. Designed to enhance accessibility and engagement, this dual-platform approach meets users where they are: on the go and online.
It serves two key goals:
Familiar Experience for Reddit Users: The app mirrors Reddit’s structure, offering familiar features like upvoting, group discussions, trip calendars, and map views—creating a seamless transition for overlanders accustomed to forum-based interaction.
Community Engagement Beyond Forums: YETI Land offers a space for brand connection without forum restrictions. Traditional platforms like r/overlanding limit commercial content, but YETI Land opens space for genuine interaction without those barriers.
On desktop, YETI Land is integrated into YETI’s website with a banner that invites overlanders to explore and onboard quickly. Once in, users can easily return to their personalized feed.
Explore the YETI Land designs in the slideshow below. ⬇️
Solution
Beginning with Yeti Land
Yeti Land Homepage
Yeti Land Calendar Page
Yeti Land Map & Reserve Space Page
Yeti Land Banner on Web
Yeti Land Sign Up & User Testimonies
Yeti Land - Joining Membership
Membership Pledge
Yeti Land Confirmation Banner
Yeti Land Homepage
I am proud of the thorough secondary and primary research conducted for this project. Immersing myself in a socially private community and gaining a deep understanding of their dynamics was the most rewarding aspect of this experience.