Canadian Tire is a major Canadian retailer known for its wide range of home, automotive, and sporting goods
Canadian Tire is a major Canadian retailer known for its wide range of home, automotive, and sporting goods
Our project focused on creating a better product comparison experience optimized for mobile. This mattered because 61% of users said they compare similar products before making a purchase.
Our project introduced an AI deals assistant to improve the sale items search experience and help users discover relevant deals faster. This was crucial because the Weekly Deals page, which features over 2,000 items updated weekly and drives about 57% of daily clicks, is a key revenue source for Canadian Tire.
Results
Results
Total Revenue
Total Revenue
+248K
+248K
+248K
Check Out
Total Revenue
+5.1%
+5.1%
+12.3%
AOV
User Engagement
+2.6%
+2.6%
+2.6%
Add to Cart
Add to Cart
+17.6%
+17.6%
+17.6%
The Problem
The Problem
83% of users found the comparison table helpful for reviewing key product info, but they struggled to view it on mobile
83% of users found the comparison table helpful for reviewing key product info, but they struggled to view it on mobile
Discovery
Discovery
What are users looking for in the comparison table?
What are users looking for in the comparison table?
Insight 1
Insight 1
74% of users find rating and price the most helpful when comparing products
The current layout made it difficult to compare items because of limited space, which increased cognitive load and slowed users down.
Insight 2
Insight 2
85% of users ran into technical issues while scrolling
Users often experienced problems like accidental rotation, zooming in, or ending up on blank spaces, making it harder to view product details smoothly.
Discovery
Discovery
What are the UX best practices for comparison tables?
What are the UX best practices for comparison tables?
"Show only differences" feature
"Show only differences" feature
Column headings are persistent
Column headings are persistent
Provide inline help for technical specs
Provide inline help for technical specs
Use it for up to 5 items for static tables
Use it for up to 5 items for static tables
The Goal
The Goal
How might we help customers compare products on mobile app to ensure it is easy to scan and interact with?
How might we help customers compare products on mobile app to ensure it is easy to scan and interact with?
Solution Exploration
Solution Exploration
Minimize scrolling so users can view all four items on one screen, helping reduce cognitive load.
Minimize scrolling so users can view all four items on one screen, helping reduce cognitive load.
Hypothesis If we minimize scrolling and let users view multiple products on one screen, it will reduce cognitive load and make comparisons easier.
Hypothesis If we minimize scrolling and let users view multiple products on one screen, it will reduce cognitive load and make comparisons easier.
Users Insight - 85% of users faced technical issues while scrolling to view products. - 74% of users said rating and price are the most helpful information when comparing products.
Users Insight - 85% of users faced technical issues while scrolling to view products. - 74% of users said rating and price are the most helpful information when comparing products.
Final Solution & Design
Final Solution & Design
A single-screen view cuts out excessive scrolling and gives users a smoother way to compare products.
A single-screen view cuts out excessive scrolling and gives users a smoother way to compare products.
Before
After
Next Steps
Next Steps
Work with cross-functional teams to roll this out to automotive products We first applied these updates to home and sports goods. Next, we'll partner with the automotive team to bring the same improvements there and keep the experience consistent across categories. Continue refining spec-driven content to make product details easier to understand Some of the spec-heavy info was still hard for users to process. I’ll be working with the merchandise team to simplify and reduce the amount of content so comparisons are more clear.
