Yakima is the #1 American brand that designs & manufactures products that allow you to get your gear to the outdoors. The biggest focus is bicycle racks for vehicles. I have been fortunate to be involved in design for end users on many Yakima projects. The product is inherently very functional and heavily engineering influenced. This is great, although it’s also easily reproducible by their closest competitors. My role on projects is to utilize research, design and consumer behaviors to elevate product beyond that of the competition and make it more valued and appealing to users. I worked on a lot of design projects at Yakima some made it to production some not.