YETI boasts a devoted customer base that values both the functionality of their products and the story they tell. However, are YETI’s current channels truly fostering product exploration? The brand’s challenge is to create meaningful opportunities for new product discovery, attracting customers beyond the typical outdoor enthusiast while encouraging existing users to further engage with their product lines, ultimately driving revenue growth. Through my ethnographic design research, I examined the discovery habits of outdoor gear enthusiasts by conducting a comprehensive investigation into how users find, engage with, and make purchasing decisions for outdoor products. The research, framed through both primary and secondary methodologies, highlighted key insights such as a reliance on marketplace reviews and social media over the brand’s website. Our study involved user interviews and immersive scenarios, focusing on optimizing the Yeti website experience to become a critical stop in the product discovery journey by leveraging user behavior and social exposure to drive purchasing decisions​. This research not only pinpointed areas where YETI’s online experience and offerings could be enhanced but also outlined a transformative initiative to boost product engagement and discovery.