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E-commerce & RetailCX Insights
Yankee Candle · Newell Brands

Combining qual & quant for high-impact, actionable insights

How large-scale WEVO studies gave Yankee Candle 800+ points of customer feedback and actionable recommendations in 3 weeks.

Headline result
800+
unique points of feedback from 280+ participants per study
From 280+ participants per study
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
WEVO

The challenge

Yankee Candle, a beloved home fragrance company, has an ongoing focus on evaluating the user experience of its direct-to-consumer commerce website and understanding how customers interact with it.

To serve this mission, Yankee Candle and its parent company, Newell Brands, have invested in ongoing usability studies on their digital properties. This regular qualitative research delivers insights into overall website UX, customer sentiment and previously unknown areas for improvement.

By the numbers
280+
participants across desktop and smartphone per study
800+
unique participant points of feedback
12+
user-sourced actionable recommendations
2–3
weeks from brief approval to insights

How CXperts helped

01

Large-scale studies with WEVO

To quickly generate large amounts of qualitative feedback, CXperts partners with WEVO, a leading UX research platform, to help Newell Brands run large-scale UX research studies.

02

From brief to readout

CXperts defined the research goals, created a research brief, deployed the WEVO study, and consolidated and reported the insights. It focused on key parts of the customer journey: product discovery, checkout flow, product listing pages, product detail pages and site-wide navigation.

03

Benchmarks and sentiment, distilled

Gauging users’ key expectations, comparing the experience to industry standards and collecting detailed sentiment analysis on specific pages through WEVO provides high-volume, high-impact feedback. CXperts distilled these insights into actionable recommendations for the Yankee Candle team.

“Using WEVO has been highly impactful for us to help validate our UX and design solutions. We were able to capture customers feedback at scale and … easily identify opportunity areas in our customers’ journeys and digital experiences to further optimize. CXperts was instrumental in ensuring our UX research insights were actioned upon.”
Duc Trinh, UX Architect, Newell Brands

The results

280 participants on desktop and mobile gave focused feedback, netting more than 800 unique points of user sentiment on the target pages. CXperts synthesized and prioritized this feedback into more than a dozen user-focused recommendations, both for direct changes to the UX and for winning A/B test ideas.

Turnaround from the study brief to readouts of priority insights was 3 weeks, and studies now run regularly for fresh insights.

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