DECATHLON

MOBILE
STRATEGY CASE

How we use DesignOps to improve our delivery impact, growth the business and avoid incoming problems.

2021

Huddle the team

My role: Product Designer
Team: PM, PO, 4 Mobile native devs, QA.

I started as a single designer, and after the launch and product growth, we started to have a junior designer.

Decathlon is the largest sports retail company in the world. With over 1,600 stores in 60 countries, the company is a pioneer in retail innovations in both digital and physical realms.
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Decathlon arrived in Brazil in 2001 and since then, in 2021, it began investing in the development of an app to enhance sales through a new customer experience. And that's where our journey began.

Know more about
Knowing the context

+ 1600 Stores
+ 60 countries
+ 65 sports
+ 60 brands
+ 45 years in the market
+ 100.000 employees

GREAT
QUESTION

How we can improve the business through the mobile experience??

THE PROCESS

To get more assertive deliveries, my strategy was to be close to the technology. On the other hand, was important to pay attention to the architecture with devs.
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To stay active on the business rules and strategy and have a good market entry as a product, I started to align and get closer to PM and PO forming three verticals of the product.

Maintaining the quality and design patterns in production was another goal. So I started to have some meetings with QA’s. That’s a good point to stay aligned as a team.
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THE PROCESS

My role on the project was a Product Designer. My goal was to have a good process for product build.

To have a good product, we need to adopt a good product building. All faces need to be aligned to business rules.

THE TWIST

At some point in API migration, the check-out process was broken in some cases. That serious problem costs us a score on app stores from 4,5 to 3,6.
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At that moment was very important to have Design aligned with technology to can project the right solutions fast.
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After the implemented solution our score increased from 3,6 to 4,8!

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WHAT

DESIGN

One of my goals was to have a good and scalable pattern nationalizing the Design System. but it will be told in another case.

The features were projected as modules. So, the strategy was to allow us to test and to have a good business entry on store zones and work by themselves.

Our app was designed to have good integration between the physical store and the online experience also using the own mobile buying experience.

Last Lap on Design

Cycling on asphalt or in the mountains requires different preparation according to the environment. The design was designed for this.

The engine

The entire app was builded to use Linx and VTEX as main API's. So design (me) and engineering (devs) was responsible to the integrations as code and visual flux.

Using campaign and sales as components

Campaign components are used to show to the users as designed banners through a CMS service. Between Design System components, they are highlighted by the visuals.

   

Sales components are the showroom products themselves. Different than campaign components, the navigation takes the users to the product page.

Deep dive into sports

Every product SKU was set as a referral to each sport.
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Otherwise, the experience UI was made to stay in a context and little universe, every product at it is related to a category.

Searching Filters

The main challenge here was that all three filters are related to each other: Viewer product, category, and brands.

Design + Engineer

All SKUs were supportive of multiple relations. So Design was made as tab navigation preserving the selections on each one.

First Dchtl Marketplace: Mobile

Our team had a new challenge: project the first Marketplace structure in a product.

Our goal was to prioritize the Decathlon product, but, show the other store options in the mobile experience.

So, the selection product is made in a nav modal to select, and tested in all corner cases.

THE
RESULTS

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+1,5M Downloads

4,8 Score in AppStore

+14% Online Shopping

124k Downloads

IT'S NICE TO
LOOK BEYOND DESIGN RULES,
RIGHT?

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The rules are there to be challenged.
Product design is about forgetting what we know in order to learn again.