Staff Digital Product Designer – E-Commerce / Web Platform

Department: E-Commerce & Customer Experience / Web Team

Level: Individual Contributor Lead (Staff Level)

Location: Lille / Paris

1. Context & Project

Decathlon's purpose is to bring people together through sport to make wellbeing accessible for all, guiding our overarching ambition to build a Local Human Bond and deliver accessible, unique sporting solutions globally. In this context, our goal is to build personalized, enriched experiences across all digital touchpoints and physical stores, leveraging Digital, Data, and AI to elevate the global customer journey.

The E-Commerce Web Challenge

As the digital front door for millions of sport practice enthusiasts around the globe, our web platform (decathlon.country) must seamlessly convert online curiosity into real-world sport experiences. Our challenge is to transform a massive, multi-category web store into an intuitive, frictionless digital portal.

We need to guide every user—from a first-time visitor searching for sports goods to a returning member—through a smooth journey that connects online browsing directly with local store availability, click-and-collect, and circular services like rentals and repairs.

By building a standardized, modular web experience, we equip country teams and international franchise partners with pre-validated, high-converting funnel journeys so they can scale local commerce effortlessly without rebuilding core web experiences from scratch.

Scope & Structure (4 Dedicated E-Com Squads)

Acquisition: Turn global internet users into active visitors through high-converting landing experiences, SEO, campaign entry points, and personalized traffic onboarding.
Navigation: Help users find the exact product or advice they need within a vast catalog through intelligent search, taxonomy, filtering, and catalog hierarchy.
Decision: Give users every compelling reason to choose a product using rich product detail pages (PDP), media, sizing confidence, customer reviews, and circular/sustainability options.
Conversion: Deliver frictionless checkout, flexible payment methods, order self-tracking, store pickup options, and effortless returns.

2. Your Mission

As a Staff Digital Product Designer, you operate as a principal individual contributor and strategic leader within the Decathlon E-Commerce team. Operating with high autonomy on complex, cross-squad web challenges, you shape our long-term

E-Commerce Web Experience Vision.

You will work in close triad leadership with Staff Engineering and Staff Product Managers (GPMs), while partnering hand-in-hand with a dedicated UX Researcher (UXR) as your main practice partner to ground every design decision in deep user insights and quantitative data.

Beyond defining strategy, you lead hands-on experimentation, product de-risking, and rapid validation loops—ensuring high-stakes web features across Acquisition, Navigation, Decision, and Conversion are proven through A/B testing, CRO analysis, and real user data before global rollout. You align the 4 web squads around a unified web vision, accelerate commercial value delivery, and elevate design craft maturity across teams.

3. What You’ll Do

Strategic Alignment & Web Funnel Vision

Triad Leadership: Partner closely with Staff Engineers, Staff PMs, and your dedicated UXR partner to define long-term roadmaps, tech feasibility, and strategic UX priorities across squads.
Web Experience Strategy: Define and advocate for the long-term web design strategy, establishing web principles that influence product and commercial roadmaps.
4-Squad Orchestration: Drive alignment across the Acquisition, Navigation, Decision, and Conversion squads to ensure a cohesive end-to-end web journey without siloed user friction.
Priority Segment Focus: Set strategic web UX direction tailored to key user segments (Families, New Customers, Members), driving personalization and context-aware landing journeys.
Macro Metrics Tracking: Track and optimize web performance metrics across the full funnel: SEO Traffic, CTR, Search Success, Add-to-Cart Rate, Conversion Rate, and Retention.

Product De-Risking & Web Experimentation Strategy

Research Partner Alignment: Work hand-in-hand with UXR to formulate hypotheses, map user knowledge gaps, and design research strategies for complex e-commerce flows.
De-Risking Frameworks: Formulate and drive product de-risking strategies for high-impact web initiatives—identifying usability, commercial, and technical risks early in discovery.
Concrete Web Experimentation: Design and execute hands-on A/B tests, multivariate testing, CRO experiments, and prototype usability tests across the 4 squads to validate hypotheses before engineering rollouts.
Data-Informed Decisions: Partner with Data & Analytics leads to build quantitative testing frameworks, leveraging web analytics to guide roadmap trade-offs.
Testing Culture Elevation: Coach web product squads on hypothesis formulation, CRO best practices, and rapid build-measure-learn loops.

4. Role & Responsibilities (Skills & Behaviors)

Craft / Technical Skills

Research & Web Strategy: Partner closely with our UXR to enrich foundational customer knowledge (B2C web journeys) and co-define a CX vision to build collective alignment across stakeholders.
Problem Discovery: Uncover drop-off points across the 4 squads through quantitative funnel analytics and qualitative research; structure decisions using Opportunity Solution Trees (OST).
Solution Discovery: Explore and prototype web interfaces early and often; design high-converting, accessible, and responsive layouts connected to our Design System.
Testing & CRO: Continuously de-risk solution feasibility, usability, and conversion lift using context-tailored testing tools (A/B testing, user testing, CRO analytics).
AI Exploration: Test and integrate AI tools (e.g., generative search, smart recommendations, automated layout testing) to amplify design and research workflows.

Behaviors / Soft Skills

Leadership & Strategic Collaboration: Lead cross-squad web taskforces alongside Staff Engineering and Staff PMs, make sound decisions under partial data, and support the Design Manager in org planning and hiring committees.
Influence & Emotional Intelligence: Work proactively across PMs, Engineering Managers, and Business Leads to shape priorities using emotional intelligence and data-backed storytelling.
Cross-Functional Collaboration: Involve engineering, data, UXR, and SEO teams early in the design process to create a psychologically safe, feedback-rich environment.
Design Mentoring: Elevate the web design practice by mentoring 3–4 designers, facilitating cross-squad design critiques,