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E-commerce & RetailCX Insights
Yankee Candle · Newell Brands

Never-before-seen insights across the entire ecommerce journey

How a three-month diary study showed Yankee Candle its whole customer experience, from browsing to unboxing, against two competitors.

Headline result
25+
high-impact insights from a three-month diary study
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
User Interviews, Dovetail, Zoom, Google Suite

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.

But the team at Yankee Candle knew the website is just one point in the customer journey. It sought insights from the customer’s point of view across the entire experience: from browsing and checking out on the website to post-purchase interactions with the brand, up to product delivery.

By the numbers
13
participants across desktop and smartphone
2
ecommerce competitors included in the study
25+
high-impact insights and CX recommendations

How CXperts helped

01

A three-month diary study

CXperts partnered with Yankee Candle to lead a three-month diary study covering website browsing, product checkout, customer service interactions, shipping notifications, delivery, receipt of the products and unboxing.

02

Benchmarked against competitors

Participants shopped on the Yankee Candle website and on a competitor’s website, for benchmarking and CX comparison.

03

Fresh opportunities across touchpoints

Through this research, the CXperts team learned how Yankee Candle’s entire customer experience compares with highly visible competitors in ecommerce, revealing fresh opportunities to improve CX across multiple touchpoints.

From the diary study

The study followed the experience past checkout, through delivery and unboxing.
“[CXperts identified] 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

CXperts uncovered areas of improvement across several touchpoints and channels.

The diary study gave Yankee Candle insights into parts of its customer experience that had never been researched before, like how customers felt about checkout, shipping and even email communications.

The resulting insights allowed Yankee Candle to implement and test changes to its processes, and informed future projects and other CX initiatives.

“Measurement of website performance and analytics are without a doubt useful and insightful, but it’s not the entire picture; only by marrying quantitative data points and qualitative research do we get the entire picture. Diary studies like this one also help us understand the role the website plays in the customer journey, be it purchase or post-purchase follow up. Furthermore, these studies build relevance and empathy into a brand’s overarching CX.”
Steven Shyne, Co-Founder & COO, CXperts

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