RESUME

RESUME

How I Solved Canadian Tire’s New User Acquisition Challenges

How I Solved Canadian Tire’s New User Acquisition Challenges

Date : 2025

Date : 2025

Role : Product Designer

Role : Product Designer

Scope : Design sprint,wireframing, A/B testing

Scope : Design sprint,wireframing, A/B testing

Less than 5% New User Conversion for

Canadian Tire

Less than 5% New User Conversion for Canadian Tire



My goal: to transform a confusing experience into a clear, motivating, and loyalty-driven process.


With a conversion rate below 5%, Canadian Tire’s sign-up flow was severely hindering new user acquisition.

1.How I Analyzed the User Acquisition Challenges

1.How I Analyzed the User

Acquisition Challenges

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

“All within

just 5 days”

“All within

just 5 days”

“All within

just 5 days”

Users could not navigate back

Users could not navigate back

Old interface dead end Canadian tire

Problem with discoverability on the old interface

There was a discoverability problem during sign-up

There was a discoverability problem during sign-up

There was a discoverability problem during sign-up

Additionally,the presence of multiple primary CTAs created confusion, making it difficult for users to find help

2.5 Days to Improve New User Acquisition

2.5 Days to Improve New

User Acquisition

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.


Iteration 1

Six users tested the flow by logging in via shortcut, creating an account, and finding support.

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.

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.

Wireframe hi-fi of first iteration

Iteration 2

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.

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.

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.

Wireframe hi-fi of second iteration

3.Validated Iteration — Canadian Tire Will Benefit from Improved Growth

3.Validated Iteration — Canadian Tire Will Benefit from Improved Growth

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.

+25%

the company expects a 25% increase in new sign-ups over the next three months, along with stronger engagement in the loyalty program.

the company expects a 25% increase in new sign-ups over the next three months, along with stronger engagement in the loyalty program.

4.The Importance of a Strong Login Experience

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.

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.

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.

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