INDUSTRY:
Multi-channel retail industry
CLIENT:
Canadian Tire
YEAR:
2024
ROLE:
Lead Product Designer
Canadian Tire: Off-boarding
about.
Canadian Tire Corporation (CTC) is an iconic Canadian brand known for its wide range of retail brands and services.
The company’s Canadian Tire Money is one of Canada’s most beloved loyalty programs. To appeal to a younger, more digitally-minded demographic, Canadian Tire launched Triangle Rewards in 2018. This program allows members to collect and redeem Canadian Tire Money online and in-store at Canadian Tire and various other retailers. With a Triangle account, users can collect digital Canadian Tire Money using their Triangle Rewards card, keychain mini-card, or mobile app.
On the Triangle team, I worked as the Product Designer, focusing exclusively on the Triangle Rewards mobile app and related banking app experiences.
other projects.
challenge.
In 2021, Apple introduced a policy requiring that any app allowing account creation must also allow users to delete their account directly within the app. This update had major implications for Triangle Rewards, because the account system is shared across multiple Canadian Tire Corporation apps, including Canadian Tire Retail, Mark’s, SportChek, and Gas+, as well as Triangle-branded banking services.
Our challenge was to meet Apple’s compliance requirements while maintaining user trust and minimizing churn, especially since many customers rely on the app to earn and redeem rewards during in-store shopping.
I was the Product Designer responsible for the end-to-end design of the account deletion experience. I owned information architecture, user flows, interaction design, content strategy, accessibility considerations, and UI/illustration updates. I collaborated closely with our UX Researcher, engineering teams, and the desktop web designer to ensure a consistent experience across platforms.
research.
Pattern Review: Conducted a teardown of major apps to identify best practices for account deletion and optimal UI placements.
Information Architecture Testing: Ran a digital card-sorting exercise to understand where users expected to find account deletion.
Usability Testing: Conducted moderated sessions with 9 participants to evaluate expectations, comprehension, and emotional comfort during the offboarding process.
iteration.
Redesigned information architecture to place account deletion under Settings.
Created step-by-step user flows including verification, confirmation dialogs, and clear messaging about data removal.
Led content strategy updates and UX writing guidance to clarify Triangle ID, account linking, and post-deletion impacts.
Integrated illustrations selected through guerrilla testing to make the process visually intuitive.
Ensured accessibility standards were met across mobile and desktop platforms.
final designs.
I designed the account deletion flow using the Canadian Tire visual style to maintain consistency across the app. Leveraging the existing design system, I enhanced usability and accessibility, resulting in a smooth, intuitive experience that aligns with the app’s friendly, approachable vibe.
prototype.
lessons learned.
Including clear explanations for each step ensured that users understood the entire process and reduced confusion. Designing the account deletion flow reinforced for me the importance of clear communication at every stage. Even a seemingly simple task like deleting an account requires thoughtful design to make users feel informed and respected throughout. I also came to appreciate the balance between security, simplicity, and guiding users without overwhelming them. This process truly highlighted how essential it is to continually examine workflows and look for ways to improve them.
