Yankee Candle Subscription Program
Vision, Pitch, Execution
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Sr. Art Director: Katie Shimmin
Styling: Eddie Gallegos
Photographer: Mike Troast
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Vision, Pitch, Execution
_
Sr. Art Director: Katie Shimmin
Styling: Eddie Gallegos
Photographer: Mike Troast
Partners
Digital Technology VP, CMO, Innovation Managers, CMI, Product Team, Merchandisers, Brand Marketing
Digital Technology VP, CMO, Innovation Managers, CMI, Product Team, Merchandisers, Brand Marketing
Responsibilities
Experience Design, Research, Ideation, UX/UI, Art Direction, Pitch Deck
Experience Design, Research, Ideation, UX/UI, Art Direction, Pitch Deck
Impact
In the first 2 months of being launched, 75% of orders were subscribers versus 1 time only orders. Yankee Candle sold out of 1/3 assortments and the business tripled their demand projections for Q4.
In the first 2 months of being launched, 75% of orders were subscribers versus 1 time only orders. Yankee Candle sold out of 1/3 assortments and the business tripled their demand projections for Q4.
The Ask
How might we create a differentiated experience that improves loyalty and conversion?
Problem StatementConsumers want fragrance discovery to be easier and more compelling to feel comfortable purchasing from YankeeCandle.com
The SolutionA preference quiz to inform a personalized subscription box for consumers each season.
How might we create a differentiated experience that improves loyalty and conversion?
Problem StatementConsumers want fragrance discovery to be easier and more compelling to feel comfortable purchasing from YankeeCandle.com
The SolutionA preference quiz to inform a personalized subscription box for consumers each season.
PROCESS
EmpathizeThrough interviews and secondary CMI research, we gathered insights on online shopping barriers and behaviors.
DefineConsumers need fragrance discovery to be easier and more compelling to feel comfortable purchasing from YankeeCandle.com
Ideate
Collected inspiration through divergent competitive research and convergent idea filtering.
Prototype
Pitched a surprise and delight subscription experience through digital InVision prototypes and physical box prototypes.
Test
Consumers validated an appetite for a surprise and delight discovery box during a November 2019 CMI Super Clinic research.
Workshops/ Planning
From competitor research to unboxing our own Yankee Candle shipments the team uncovered areas of opportunity, barriers, and constraints.
DESIGN
Style Guide
PDP Box Assortment Assets
Preference Quiz
Consumer Reviews
"Great way to try new scents and always have candles on hand. My favorite so far is the Lemon Lavender."
"A great variety of scents, including one I didn’t think to buy for myself."
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