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Responses by Matt Wiggins, director of interactive, Legwork

Background: The site serves as a platform for everything about Yeti Cycles for fans and members of ‘The Tribe,’ or those who have purchased a bike. It is the place where Yeti tells all of the stories about its bikes and brand, and a place to chronicle all of the adventures that go along with it.

Highlights: The new ‘bikes’ section. We worked with every department in Yeti to craft a rich, deep narrative about the features, technology, materials, history and build process of its new bikes. Where we ended up is one of the most detailed stories we’ve ever told. And it’s all tied to a content management system that Yeti can use to build out new bikes.

Challenges: The header. It was built as a plugin with no external dependencies so it can be updated from one place and embedded throughout the site’s ecosystem on several different platforms. It facilitates shopping, user accounts, users’ carts, has several modes and themes for different use cases and is almost completely different on mobile versus desktop.

Technical features: We worked with our animation team to create all of the product shots, image sequences and graphs that users see in the technology section on the bikes page. Part of Yeti’s build process is modeling the bikes in 3-D for production. We collaborated with Yeti’s engineers to light, texture and animate those models to create what users see on the site.

Alternative approach: We let ourselves fall into the “we’re too busy working on the thing to enjoy it” mindset. If we did this again, we would have gone on more rides and participated in some of Yeti’s cool events! Working on a client like Yeti is awesome for us because several of us love to ride. Guess we don’t have to start over to fix that, though!

yeticycles.com/bikes

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