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Project Overview

Thrilled to work with Canadian Tire on transforming their e-commerce platform. This project addresses key usability issues and enhances the customer experience, aiming to create an intuitive, engaging digital shopping environment for tech-savvy consumers.

Tools Used

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My Role

As UX Designer, I led the design process by:

  • Conducted in-depth user research and interviews.

  • Crafted detailed wireframes and prototypes.

  • Infused creativity into visual design.

  • Collaborated with a talented team.

  • Leveraged diverse expertise to enhance UX skills.

Timeline

11 Week 
5+ Screens

Problem Statement

High bounce rates, cart abandonment hinder account section usability goals for "Canadian Tire"

Solution

High bounce rates, cart abandonment hinder account section usability goals for "Canadian Tire"

A journey towards effortless shopping
and service management.

"Elevating the Canadian Tire app"

Executive Summary

METHODOLOGY

Combines competitor analysis and user interviews to understand user perspectives.

KEY FINDINGS

Users struggle with profile management, address handling, payment security.​

SOLUTION

Streamline account management, enhance usability, add key features.​

Design Process

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Timeline

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Quantitative Analysis (Survey)

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I conducted a quantitative research survey with 12 people and based on what    I discovered through the screen survey​:

​

  • Why they are using the app? What motivate them to create an account.

  • How they manage their account / user profile in others apps.

  • What is the ideal account section according to them.

  • What are the key features they like while purchasing any product.

  • What are their major pain points in this whole purchase path.

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30% of users use the app only for checking price and they preferred to buy in stores

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50% users found the product page instructions unclear

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15% of users had trouble logging in, either due to password recovery issues 

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75% faced difficulties updating their profile information

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45% of users found the interface too cluttered with unnecessary elements

"The survey helped us to identify broad response and common issues that the user experienced in the process of login, purchasing, account management "

Competitive Analysis

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Qualitative Analysis (User Interviews)

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I interviewed 4 people and based on what I discovered through the screen survey​:

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  • Why they are using the app? What motivate them to create an account.

  • How they manage their account / user profile in others apps.

  • What is the ideal account section according to them.

  • What are the key features they like while purchasing any product.

  • What are their major pain points in this whole purchase path.

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Session start - 2:10 pm and End - 3:00 pm on 24 March 2024

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Session start - 4:00 pm and End - 4:50 pm on 24 March 2024

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Notes - 1

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Notes - 3

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Notes - 2

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Notes - 4

"I want to see which account. I'm currently signed in with" and “If there is option where I can save my cards in my account it would be great”

​

John

“It would be better if I can manage my membership plan from my account section” & “I need flexibility to update my profile”

Nicole

“It would be better if my address stored by default in account section and also It would be great if I can manage multiple address”

Ali

“My major concern is I need the flexibility to switch their account in the easiest way possible”

​

Jasmine

Affinity Mapping

One of the main challenges I faced in this research was analyzing a large volume of data from user interviews and surveys. Then, I used affinity mapping method to categorize data. My ability to navigate this complexity to deriving actionable findings for this project.

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SWOT Analysis

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Persona

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Journey Map

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Key Findings

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Information Architecture

After having a clear understanding of what features I wanted to redesign, I visualizes the user's path, starting from the home page to accomplish account creation and account management

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User Flow

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Style guide

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Sketches

Account Page

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My Profile Page

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Search Page

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Product

Description Page

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Product Page

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Med - Fi

Account Page

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My Profile Page

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Search Page

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Product Description Page

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Product  Page

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Hi - Fi

Account Page

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My Profile Page

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Search Page

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Product

Description Page

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Product Page

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Testing (Usability Testing)

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I conduct two type of usability testing at this stage including both moderated and unmoderated sessions. For unmoderated testing, we use zoom and moderated ,  I interviewed 4 people consisting of both existing users of the app and new users.

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Usability Testing Feedback

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I found it significantly easier to navigate throughout the app, enhancing their overall experience.

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The ability to save payment options was highly valued, as it saved my time during checkout.

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I really appreciated having more options in the profile section, including the ability to customize my profiles.

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It really helpful that now I can easily see which account was currently active, making it convenient to switch between different accounts.

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The separation of "My Garage" options into different parts of the app helped me to manage my automotive needs more effectively.

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Managing membership plans and points was found to be very helpful, improving my engagement with the app.

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Key Learnings

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  • I realized the significant use if user - centric design and prioritizes the user experience at all stage.

  • Communication within the team is critical for achieving consistency with the project's goals.

  • Time management is important for the collaborative project since missing task deadlines can have significant effects on the others responsibilities.

  • We mustn't become too tied to our designs and keep open to improvement. 

What I'd do differently next time

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Engage a more diverse user base to capture a wider range of behaviors and needs.
 
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Analyze and improve different user flows for a seamless experience across all touchpoints.
 
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Incorporate user feedback early and continuously to catch and resolve issues sooner.
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Create high-fidelity, interactive prototypes for more accurate feedback during testing.
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Develop a design system for consistency and easier implementation of changes.
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