The redesigned Yankee Candle website showcases a clean, modern aesthetic that highlights the brand's premium scented candles through high-quality imagery and detailed scent descriptions. With an intuitive interface and seamless navigation, users can effortlessly explore the collections and discover new favorites. This elegant design enhances the presentation of Yankee Candle’s products, offering a warm and inviting browsing experience that draws customers into the world of fragrance.
Challenge
Design an immersive online experience that captures the sensory nature of the brand while conveying the warmth and richness of each scent.
Objective
Seamlessly translate the in-store sensory experience into a digital one, driving both emotional connection and online sales.
Project Includes
Design Strategy
Design Direction
Motion Design
Style Guide
Design Operations
Year
2018
Motion Design
Style Guide
Design Operations
Personalized Candle Configurator
I proactively led an initiative to enhance Yankee Candle's configurator, a key feature for the brand. Recognizing its potential, I aimed to transform it into a more immersive experience that truly highlights the fragrances, bringing them to life for users and elevating the UI to be more intuitive across every single touchpoint.
Scentplug Configurator
Archetypes / Segments
We engaged a third party agency to create segments for Yankee Candle. They identified key groups by analyzing data and purchase spend. These segments allowed us to personalize the shopping experience, offering tailored recommendations and marketing to boost engagement and drive conversions.
UX Agile Process
I identified the lack of a clear process flow, which was impacting operational efficiency. I collaborated with the team to develop an optimized workflow, addressing gaps and improving overall performance.
Styleguide
To ensure design consistency for Yankee Candle, I established and provided UX artifacts that defined the visual language. Through my guidance and process enhancements, the development team effectively utilized the style guide as the definitive source of truth.
Results
I led the transformation of Yankee Candle's online purchase journey, optimizing key breakpoints throughout the experience. This resulted in a +49% lift in net revenue compared to last year, a +57.7% increase in add-to-cart rate, and a +33.9% boost in PDP view rate. A major highlight was redesigning the multi-page checkout into a streamlined single-page experience, which led to a +22.5% increase in checkout completion and a +9% rise in conversion rates. These improvements significantly enhanced user engagement and drove significant business growth
