Decathlon Taiwan LINE Revamp
Overview
Revamped Decathlon’s LINE platform to provide a seamless digital customer experience, cultivate a loyal community, and enhance brand image. Focused on improving user engagement and growing brand visibility with an intuitive interface, resulting in a 143.89% growth in unique visitors.
Role
User Interview, Research, Wireframe, Graphic Design
Company
Decathlon
Duration
2 months
Challenges
Through user research identified key pain points: unclear event information, difficulty accessing discounts, lack of purchase tracking, and unclear icons for navigation. These insights drove the redesign to improve user experience with personalized content, easier event access, and streamlined navigation.
Process
Before
The original design was overcrowded, with key features like campaign details buried too deep within multiple layers, making them hard to find. The unclear layout hindered readability, and the lack of visual cues made it difficult for users to recognize the purpose of the CTAs.
Wireframes
Based on an understanding of the customer's priorities and needs, reorganizing the rich menu layout. The most interesting events were placed in hero positions, ensuring users could immediately access the latest information upon entering LINE. AI-powered recommendations were integrated to offer personalized content, enhancing user engagement and creating a sense of belonging.
Outcome & Impact
Strengthened Decathlon’s brand image by providing a cohesive, user-friendly experience aligned with brand values.
User Growth
Increased UV growth rate by 143.89%, showing strong adoption of the new features and design.Engagement
Higher user engagement, especially with event participation and promotional content, leading to increased satisfaction.Brand Image
Strengthened Decathlon’s brand image by providing a cohesive, user-friendly experience aligned with brand values.