As an official Optimizely partner, Candyspace is redefining personalisation at scale. In this behind-the-scenes look at our work with Cyncly, see how we’re transforming a complex product ecosystem into a streamlined, dynamic customer experience.
From fragmented products to unified experiences
Cyncly has grown through the acquisition of multiple companies, each with its own portfolio of design software for kitchens, bathrooms, flooring and more - used across the manufacturing lifecycle. With dozens of products, many of which are market-specific (some exclusive to the US, others to Europe), the challenge was clear: how do you make every visitor’s journey relevant, without overwhelming them?
Enter Candyspace.
We started by mapping their goals:
- Drive product relevance by region
- Increase engagement through personalised discovery journeys
- Move users from interest to action (e.g. discovery → consideration → evaluation)
- Support upsell to advanced tools and drive support content engagement
Phase 1: Regional personalisation built on visitor context
The first step was foundational. We replaced generic product experiences with region-based personalisation – making sure visitors only see what’s relevant to their market. No more offering European-only tools to a US audience, and vice versa. Through Optimizely’s visitor groups, we created tailored experiences based on country and language preferences.
Phase 2: Smarter product highlighting on homepage and PDPs
Then we moved beyond visibility – towards relevance. We started dynamically personalising homepage modules and product pages based on region, visitor behaviour and device type. Whether someone’s on mobile or desktop, first-time or returning, or visiting from North America or EMEA, they see the right content, at the right time.
Phase 3: Behavioural personalisation based on intent
This is where it gets exciting. If a user visits a kitchen product, we tag them as a potential kitchen buyer and start shaping their journey accordingly. We personalise the entire experience across discovery, consideration and evaluation stages. From targeted content modules to relevant CTAs, we're building a framework that turns behaviour into conversion.
“We’re working with advanced personalisation models to align content with user intent,” says Jonathan Kelly, Experience Director at Candyspace. “It’s not just about what you’ve clicked – it’s about where you are in your journey. That’s how we help users move through the funnel with confidence.”
How it’s done: The Candyspace way
Our process is structured, scalable, and proven. Every personalisation engagement starts with a goal-setting workshop. We define what success looks like (from conversion metrics to support content performance), then:
- Identify visitor segments – by geography, behaviour, device or industry
- Design use cases aligned to user needs and client goals
- Define content logic and prioritisation rules (to avoid conflicting experiences)
- Build personalised journeys that elevate UX without hiding essential content
As Jonathan Kelly, Experience Director at Candyspace puts it:
“Effective personalisation depends on having a clear logic framework. Rules must complement – not conflict with – each other, with defined priorities across visitor groups. And it’s never about removing content, but about intelligently prioritising it. If a user shows interest in kitchens, surface that first but keep broader options visible to support seamless cross-navigation.”
The result? A seamless experience that converts
Our work with Cyncly is still evolving, but the results are already transforming how their users interact with a complex suite of products. We’re surfacing the right tools for the right users, driving deeper engagement, and making the buying journey clearer and faster.
Want to do personalisation right? Start with the right partner.
If you're using Optimizely and looking to make personalisation work harder, Candyspace brings the strategic mindset, technical skill and creative execution to deliver. Our proven methodology, powered by real experience with brands like Cyncly, means your users get what they need – without friction, without noise.
Hear it directly from Cyncly: in this short video snippet, Alison Elliott, Digital Experiences Director, shares how their website - powered by Optimizely and enhanced by Candyspace is delivering real business impact.
To get in touch with one of our digital experts, you can book a complimentary consultation here.
