Case Study: Canadian Tire achieves rapid, evidence-based product validation with UserTesting

Canadian Tire proactively validates product updates through weekly user tests

Canadian Tire, a major Canadian retailer, wanted to make UX research a standard part of product development to reduce the risk of launching updates and improve customer experience. With no dedicated internal research team and limited bandwidth, the company needed a scalable way to get frequent, actionable user feedback early in the design process.

Steve McGuire created a cross‑functional “UT Crew” of volunteers who run rapid, weekly user tests on the UserTesting platform, review session videos, and produce concise reports with design recommendations. This approach enabled faster, evidence‑based decisions, reduced development risk and rework, and sparked a company‑wide, customer‑first culture so teams now test everything from prototypes to live products.

Canadian Tire

Steve McGuire

Associate Manager of Digital Usability and Optimization