Canadian Tire gathers continuous human insights to build better products

| October 26, 2017
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The challenge

When Steve McGuire joined Canadian Tire as Associate Manager of Digital Usability and Optimization, the company already knew the value of customer insights.

The team was already conducting research with UserTesting on an occasional basis, however, McGuire knew the value of consistent user research and wanted human insights to be a standard part of the development process so that every new design or design change was validated before it launched.

The solution

First McGuire established a group of volunteers and customer experience advocates from different areas of the business, including Design, Content Creation, IT, and Strategy. They weren’t professional researchers, but team members who had a desire to come together and better understand customer perceptions of the digital products offered by Canadian Tire. The objective was for group members to learn more about user experience, user testing, and evidence-based design. The desired outcome was to give them a greater understanding of how to implement customer insights to build exceptional digital products.

The team committed to meeting twice a week to review and analyze current design projects after conducting studies with UserTesting.

The result

The team quickly learned how fast and easy it was to set up studies within the UserTesting platform. The organization now tests everything from their early-stage prototypes to live products, and they even use UserTesting to record users speaking their thoughts aloud as they perform card sorting activities and surveys.

Getting customer insights early and often throughout development has helped the team build effective, engaging products while saving time and resources on development.

Want to learn more?

Read the entire case study here.

Or, download our recent whitepaper, Customer insights and product development process: How continuous, remote human insights help build better experiences to learn how gathering continuous human insights can help your organization create great experiences.