Helping Shoppers Find Relevant Deals

Helping Shoppers Find Relevant Deals

Canadian Tire Corporaation · 2025

Role

Role

UX Ideation, UX Strategy, Prototyping, Design Systems, Interaction Design, A/B Testing

Team

Team

UX Strategist, Product Manager, UX Researcher, Engineers, UX Writer, UI Designer, Data Analyst

BO

About

Resume

LinkedIn

BO

BO

About

Resume

LinkedIn

Understanding Canadian Tire's Weekly Deals

Understanding Canadian Tire's Weekly Deals

Canadian Tire's Weekly Deals page drives 57% of daily clicks and is a primary revenue source

Canadian Tire's Weekly Deals page drives 57% of daily clicks and is a primary revenue source

Canadian Tire is one of Canada’s largest retailers, offering a wide range of automotive, home, and sporting goods products.

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

+6M

+6M

+6M

Product Detail Page Views

Total Revenue

+30.4%

+30.4%

+12.3%

AOV

User Engagement

+22.3%

+22.3%

+22.3%

Add-to-Cart

Add-to-Cart

+13.1%

+13.1%

+13.1%

The Problem

The Problem

Shoppers struggled to find deals relevant to their needs

Shoppers struggled to find deals relevant to their needs

48% of shoppers used categories to find specific products, but the existing navigation offered limited ways to narrow down results.

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.

Discovery

Discovery

Understanding the current product discovery challenges

Understanding the current product discovery challenges

Insight 1

Insight 1

48% users use categories to find a specific product they are looking for

Only five top-level categories were visible, while rest of the categories were buried within filters, making it difficult for shoppers to browse specific products.

Insight 2

Insight 2

80% users consider 30% off+ as a good deal

The discount filter was buried within the filter menu, making it difficult for shoppers to narrow down deals by their preferred discount percentage.

The Target Group

The Target Group

Specific sale shopper

Specific sale shopper

Our research revealed that 61% of users visited Weekly Deals with a specific purchase intent rather than exploratory browsing behavior. 61% of users were actively searching for particular sale items, while only 39% browsed more generally.

61%

Specific sale shoppers

39%

General sale shoppers

Defining Design Opportunities

Defining Design Opportunities

Turning discovery friction into design opportunities

Turning discovery friction into design opportunities

The Goal

The Goal

Help specific sale shoppers find the right deal faster without forcing them to browse everything

Help specific sale shoppers find the right deal faster without forcing them to browse everything

MVP Prioritization

MVP Prioritization

Due to limited resources, we scoped MVP to lightweight personalization patterns

Due to limited resources, we scoped MVP to lightweight personalization patterns

• Highlight 30%+ deals within personalized recommendations
• Replace static categories with behavior-based entry points

Solution Exploration

Solution Exploration

Solution 1 : Highlight 30%+off products within personalized recommendations

Solution 1 : Highlight 30%+off products within personalized recommendations

Hypothesis
Highlighting highest (From 30%+) discount products will increase engagement & sales

Hypothesis
Highlighting highest (From 30%+) discount products will increase engagement & sales

Users Insight
80% users consider +30% off deal is a good deal

Users Insight
80% users consider +30% off deal is a good deal

Solution 2 : Replace static categories with personalized discovery entry points

Solution 2 : Replace static categories with personalized discovery entry points

Hypothesis
Dynamic categories based on shopping and browsing behavior would help users discover relevant products faster and reduce navigation friction.

Hypothesis
Dynamic categories based on shopping and browsing behavior would help users discover relevant products faster and reduce navigation friction.

Users Insight
48% users have difficulty navigating to find the products and 61% users shop based on their specific needs.

Users Insight
48% users have difficulty navigating to find the products and 61% users shop based on their specific needs.

Final Solution & Design

Final Solution & Design

Introduced a curated carousel of 30%+ off items, with categories personalized to each user’s behavior

Introduced a curated carousel of 30%+ off items, with categories personalized to each user’s behavior

Next Steps

Next Steps

Allocating more resources to build it out in the next year
Following positive MVP performance, the business team planned future investment into more advanced AI-driven recommendation capabilities.

Prioritizing future enhancements through Kano analysis
To guide incremental updates to the AI feature, the research team is running a Kano survey to prioritize features.

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