International PRicing

case study research summary

As we embarked on rebuilding the Overstock.ca website, our goal was to gain a deep understanding of the Canadian shopper and how their behaviors and expectations align with those of domestic U.S. customers. From a user experience perspective, I focused on identifying the factors that influence a user’s perception of a website as a ‘local’ Canadian business versus a U.S.-based corporation, particularly in relation to pricing. In this initial phase, my objective was to uncover key pain points associated with currency and pricing display to enhance the shopping experience for Canadian customers.