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Yankee Candle · Newell Brands

Yankee Candle taps CXperts & WEVO for measurable wins in a critical redesign

How four WEVO studies guided and then validated a product listing page redesign, lifting it above industry standards in 9 of 10 categories.

Headline result
9 of 10
diagnostic categories above industry standard
Up from 5 of 10 before the redesign
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
WEVO

The challenge

Yankee Candle, a venerable candle and home fragrance company, is committed to understanding the user experience of its direct-to-consumer commerce website, and how customers interact with it.

A first desktop and mobile WEVO study of the Yankee Candle product listing page (PLP) found, among other key findings, that the page scored below industry standards.

By the numbers
4
WEVO studies conducted on product listing pages
500
combined participants across both studies
20+
UX recommendations
26
new A/B test ideas

How CXperts helped

01

Benchmark the existing page

CXperts partners with WEVO, a leading UX research platform, to run large-scale UX research studies. Four WEVO studies were conducted on the Yankee Candle product listing page to test and retest the experience, starting with a desktop and mobile study of the existing page.

02

Turn findings into a redesign

Newell Brands used CXperts’ key findings and recommendations from the first study to inform a redesign of the page.

03

Validate before launch

After a redevelopment phase, CXperts and Newell Brands ran a follow-up study on the new PLP design to confirm the changes addressed the key areas for improvement found in the first study. It validated that the new design was moving in the right direction.

WEVO diagnostic scores, desktop and mobile

Round 1
The original page. 5 of 10 categories above the industry benchmark; first impression on desktop scored below it.
Round 2
The redesigned page. 9 of 10 categories above the industry benchmark.
“[The CXperts approach to redesign is] about as robust of an approach to research, testing, prototypes etc – with the customer at the center of it – that you can get.”
Ben Good, Senior UX Manager, Newell Brands

The results

The new PLP design saw its diagnostic scores jump above industry standards in 9 of 10 categories. With this iterative research approach, CXperts also found more areas to refine and optimize before the redesigned page launched.

With exactly 500 participants across the two WEVO studies, Newell Brands gained tangible benefit from iterative UX research. CXperts synthesized, prioritized and distilled all the feedback from the original study into more than 20 specific UX recommendations and 26 A/B test ideas to inform the redesign. Newell Brands now intends to use this redesign approach across key pages of several more brand websites.

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