2022-2023
UX, UI, Product Design
UX/UI Lead
Canadian Tire Company, an enduring Canadian icon, oversees a sprawling network of more than 1,700 retail establishments, encompassing several subsidiary brands.
Launched in late 2018, The Triangle app offers Triangle Rewards members a convenient hub to access personalized offers, manage loyalty accounts, and handle credit cards remotely. This empowers members to seamlessly monitor both credit card and loyalty transactions while accessing and activating offers in one place.
The current app required an overhaul due to declining product usage, the incorporation of new user personas and their specific needs, and the launch of Triangle Select within the Triangle Rewards ecosystem.
An AI powered automation platform that aligns demand and inside sales to close more deals in the B2B space.
UX research
UI/UX design
User testing
Project Management
The personas were first refreshed based on evolving requirements and feedback from UXR, Marketing, and Sales, ensuring that product development remains aligned with the target audience.
A UX competitive analysis was completed to gain insights into the user experience strategies and practices of key competitors in the industry. This analysis involved a comprehensive examination of various aspects of competitors' products and services, with the goal of identifying strengths, weaknesses, and opportunities for improvement in your own product development efforts.
Which areas can remain as is? Which areas is in need of a redesign?
Where are the current friction points of the user journey?
How can we put the Canadian Tire brand ahead and above competitors through design?
How scaleable is the current design? Are there elements that need to be made from scratch?
The existing design underwent a comprehensive design audit, bringing together the expertise of both the design and business teams. This collaborative effort was undertaken with the primary objective of aligning design goals with overarching business objectives.
There are no clear CTA's on the landing screen to get the attention of, or guide the user through their journey.
Landing screen is credit card biased; Screen real estate must be shared between rewards and credit cards and marketing materials.
Marketing Material lacks cohesiveness and consistency; existing material look like ads from third party brands/companies.
At this stage of the process, "fail fast" was the mentality. Design concepts were created and iterated on based on both internal and external feedback and testing. Multiple rounds of divergence and convergence were completed to reach the final design.
Wireframes were thoroughly reviewed in a multi-checkpoint process involving both the development team and stakeholders. This rigorous evaluation ensured that feasibility considerations were integrated into every stage of the process.
Collaboration with the UI team allowed for the creation and integration of new components on top of the existing design system.
Comprehension tests for usability validation, balanced comparison tests to assess two iterations, and heatmapping were methods used to capture a snapshot of user behaviour. Qualitative and Quantitative data are both synthesized into common themes, which then inform the next stage of design decisions.
Stakeholder presentations, involving multiple departments, were pivotal for the app revamp. Weekly peer reviews and touchpoints with a variety of stakeholders in different roles provided essential guidance.
Final Design and Highlights
As the Triangle app is content and feature heavy, we introduced a shortcut carousel at the top of the screen, providing users with quick access to their desired content. These shortcuts are also customizable, allowing for further personalization.
We opted for a modular card design, prominently featuring both the rewards and banking sides of the app on the homepage, with clear CTAs on both respective sections.
All banners were unified into a single style to ensure consistency and alignment with the Canadian Tire brand. This new banner component now serves as a template for the marketing team to utilize.
Balancing the requests and business requirements from three distinct divisions of Canadian Tire—Canadian Tire Bank, Canadian Tire Rewards, and the newly established Triangle Select—presented numerous challenges during the Triangle App design refresh project.
Moving forward, monitoring user traffic to identify abandonments and bottlenecks will inform future design improvements.
