Wen TU - Designer

Decathlon Activity Website Revamp

Introduction

Decathlon Activity Website is a platform designed to help sports enthusiasts discover and book sports classes, making it easier to participate in activities and stay active. The website aims to provide a seamless experience for users looking to connect with sports opportunities and like-minded individuals.

Overview

The redesign focuses on optimizing the event theme page layout and enhancing the overall user journey. Key improvements include more intuitive navigation, quicker access to relevant information, and a smoother cross-platform experience, ensuring users can effortlessly engage with activities and easily transition between the site and E-Commerce.

Role

UI/UX design, Research, Prototyping, Usability testing, Dev hand-off

Company

Decathlon

Duration

1 months

Challenges

The menu is placed in the middle of the activity page, causing users to accidentally navigate away. Meanwhile, the overly large and rarely used filters dominate the screen, drawing attention away from the main content and disrupting the browsing experience. These issues complicate the user flow and make it difficult to focus on key event details, ultimately hindering engagement.

Process

1. Research & Discovery
Conducted user interviews to uncover pain points, align with the activity, e-commerce, and marketing teams on their needs and objectives, and mapped the complete user journey to ensure a cohesive approach.
2. Define
Prioritized optimizations based on user needs, business goals, and technical feasibility to maximize project impact.
1. Design & Prototyping
Create wireframes and interactive prototypes to visualize the user experience and gather feedback.
1. Testing & Iteration
Conducted after-implementation usability testing to ensure the system met user expectations and addressed their needs.

User Problem

Users are redirected to FAQs and E-Commerce before they can view event details, resulting in a disjointed experience. The lack of space for event information and the confusing menu layout makes it difficult for users to navigate and find relevant content.

Business Problem

The complicated flow reduces event page traffic and user engagement, impacting conversions. The Kids campaign’s current setup, where users must make a purchase to receive a voucher, adds friction and discourages users from completing the desired actions.

Outcome‍

🔗 Prototype

By analyzing the user journey from paid ads to the e-commerce landing page and activity site, the flow was streamlined, messaging aligned, and navigation optimized to enhance the overall user experience.

Streamlined Navigation for an Integrated Journey

Incorporated dynamic banners that guide users seamlessly from the activity page back to the E-commerce platform. This integration creates a smoother navigation flow, reduces friction in the user journey, and encourages product exploration, ultimately boosting cross-platform conversions and driving revenue growth.

Enhancing Visibility with Above-the-Fold Design

Adjusted the size and placement of activity course cards to ensure they are immediately visible upon landing on the activity website, capturing users' attention at first glance and increasing course visibility to retain potential customers.