Optimise online consume experience and user interface coherence for the web and mobile sites.
Decrease 5% of product usage inquiries & delivery details for customer support team.
Effectively keep the active users engaged in the Decathlon sport cycle services
Increased 2-3% checkout rate
Reduced post-purchase inquiries by 5.9%
UI design, UX research (competitor benchmarks, quantity onsite survey), Prototyping, Usability testing, Dev hand-off, Design QA
Figma, Figjam, Jira
12 months
In the last 5 years, We were facing a genuinely high bounce rate on the site and also sports knowledge we provided that lacked consistency across offline & online shopping experiences in the Taiwan market. In this project, my main task was focusing on product offering and post purchase experiences.
60% of users reported a lack of practical product usage information on product information pages, leading to high bounce rates.
User interviews revealed that most users sought professional advice and product recommendations, particularly for sports challenges like marathons and triathlons. To tackle these challenges efficiently, we analysed the existing interface structure and collected on-site metrics.
Additionally, we collaborated with colleagues from the APAC region, examining data from successful and unsuccessful use cases to identify common solutions and best practices.
Inconsistent and unclear product information causes frustration and leads to an inefficient purchase experience.
Time-consuming onsite information maintenance results in incorrect product information display and low customer satisfaction.
After the workshops, we would like to focus on 3 topics to address product offering related experience : Search feature, Product shipment, warranty and detail information
Position
The search icon is located in the top right corner, as users typically expect to find it there at first glance. Our decision not to initially implement a search box was based on the fact that browsing tends to have a lower interaction cost for users compared to searching.
Input Style & Scoping
Users who have a clear idea of what they want to search for, a search box will appear at the top, along with search suggestions, autocomplete, and popular search keywords.
Search suggestion autocomplete appears as users input keywords. However, the initial user interface approach for suggestion autocomplete could not be implemented due to limitations with metadata and data catalog.
Based on user interviews, most active users start their search by inputting product item codes to obtain accurate results efficiently. Therefore, we decided to include product item codes within the search scoping.
Search Result
A grid view provides users with a quick overview of products, while a list view offers more detailed information. Based on user interview results, we decided to keep the search layout simple and uncluttered.
We limited search results to a maximum of 4 and 1/3 product cards within the first viewport.
This design choice allows users to easily comprehend the number of results they can browse and offers an opportunity to quickly assess whether the results match their search intent.
Search results are displayed based on relevance, with the most relevant items shown first. After the initial 22 products, users can continue to refine their search for more specific results.
Allowing users to apply multiple filtering options support users to find what they need accurately which increased conversion rates and guided users to accurate search results
Users can access the warranty policy and a redirect link, along with clear delivery information, including any additional costs, in the primary conversion zone. According to the online studies, 21% of abandoned orders caused by unknown total order cost upfront before initiating the checkout
Reference: Product Pages Need to Show ‘Estimated Shipping Costs The Current State of E-Commerce Product Page UX Performance
Providing detailed information on product images offers a concise overview of the products and their features, leading to increased user engagement. To provide a clear and visual language consistency of the products and their features, making it easier for users to understand and evaluate the products. We applied Decathlon's global content tool to highlight the product features.
Our project successfully optimised user engagement for the Taiwanese e-commerce website by implementing the Vitamin design system and addressing key challenges. Through cross-team collaboration, user feedback analysis, and data-driven decision-making, we improved search functionalities, streamlined filtering options, and enhanced product detail presentation.
Increase search result success rate
Search suggestion autocomplete and trending keywords support users to search confidently without facing a zero-results page.
Purchase experience improvement
Enhancing user experience through efficient shopping features and relevant product suggestions resulted in a 2-3% increase in conversion rates.
Reduce user frustration
Highlighting warranty and delivery information in the primary conversion zone reduced product warranty and delivery details inquiries by 5.9%
These efforts resulted in increased conversion rates, reduced user enquiries, and a more transparent, supportive shopping experience for sports enthusiasts.
© 2025 Olly Liu
