The Challenge
Despite Yakima’s premium gear and loyal customer base, their digital experience created friction. Their “Fit My Vehicle” tool—essential for matching gear to vehicles—was clunky and confusing, leading to dropped purchases and a high support burden.
My Role
As an Independent Design Consultant, I led design for two high-impact initiatives:
Project 1: Yakima's "Fit My Vehicle" Tool
Partnering closely with product, marketing, and engineering, I led design for the Fit tool overhaul. With a mobile-first approach, I redesigned the flow into a clear, guided experience that supported both novice and expert users.
I mapped complex edge cases, clarified decision logic, and validated the design with prototypes and usability testing to ensure confidence and clarity.
Results & Impact
- Streamlined the fit process for faster, more confident purchases.
- Increased customer confidence in a high-consideration category.
- Delivered robust UX documentation that supported a smooth build.
Project 2: Marketing Microsites for Two New Product Lines
After the Fit Tool launch, Yakima asked me to lead creative direction for two microsites promoting their new hitch-mount and boat rack product lines. I developed an immersive visual system that captured the brand’s adventurous spirit—using custom illustration, rich photography, and parallax scroll.
To ensure execution quality, I sourced, hired, and managed a front-end developer—owning specs, QA, and handoff.
Results & Impact
- Established a premium, design-forward brand presence for two new product lines.
- Increased customer engagement and interest through immersive, scroll-based storytelling.
- Led a seamless design-to-dev handoff, delivering high-quality on time and on budget.