Date : 2025
Role : Product Designer
Scope : Design sprint,wireframing, A/B testing
Project for Canadian Tire, a large e-commerce retailer in Canada.
The challenge was to improve a confusing sign-up experience that resulted in a new user conversion rate below 5%.
The goal was to redesign the flow to create a clearer, more engaging experience and increase new user acquisition.
Canadian Tire is a major Canadian retailer offering everything from automotive parts to household items, and it uses a unified platform ID called Triangle ID. My role in this Design Sprint was to find a solution to increase new customer acquisition and boost loyalty program adoption Two major issues were identified using Nielsen’s heuristics
Old interface dead end Canadian tire
Problem with discoverability on the old interface
My first step was to grab a pen and paper to sketch ideas, focusing on key elements such as login fields, the support button, and the acquisition button. I split the login page into two areas: one to group essential elements for user login and acquisition, and the other to feature an impactful image that emotionally engages potential users, along with the loyalty program logos. Once this concept was implemented in Figma, I conducted user tests to accelerate the process and gather rapid feedback.
Six users tested the flow by logging in via shortcut, creating an account, and finding support.
The tests revealed that the placement of the passkey login button confused five out of six users, and the registration button also required extra effort to be discovered.
Based on this feedback, I consolidated all elements into a single panel, incorporated quick login directly into the form, and added the “or” label to make the login methods clearer and more intuitive for users.
To validate this solution, I conducted an A/B test with four users, which showed that the iteration was more intuitive: users no longer had to search for registration information, and the interface reduced confusion between the different login methods.
Then to the final A/B test, which proved crucial, users were now able to complete critical tasks such as choosing a login method, signing up, and accessing support.
the company expects a 25% increase in new sign-ups over the next three months, along with stronger engagement in the loyalty program.
25%
increase in new sign-ups
This project reinforced how critical onboarding and sign-up pages are for both user experience and business outcomes. Clear visual hierarchy, accessibility, and emotional engagement directly influence conversion and retention.