Staff Digital Product Designer – E-Commerce / Web Platform

Department: E-Commerce & Customer Experience / Web Team

Level: Lead Individual Contributor (Staff Level)

Location: Lille / Paris 

1. Context & Project

Decathlon's purpose is to unite people around sport to make well-being accessible to everyone, guiding our global ambition to create a Local Human Connection and offer unique and accessible sports solutions worldwide. In this context, our goal is to build enriched and personalized experiences across all digital touchpoints and physical stores, leveraging Digital, Data, and AI to enhance the overall customer journey.

The E-Commerce Web Challenge

As the gateway for millions of sports enthusiasts worldwide, our web platform (decathlon.country) must seamlessly transform online curiosity into genuine sports experiences. Our challenge is to metamorphose a vast multi-category web store into an intuitive and frictionless digital portal.

We need to guide every user—whether a first-time visitor looking for sports equipment or a loyal member—through a seamless journey that directly connects online browsing with local store availability, Click & Collect, and circular services like rental and repair.

By designing a standardized and modular web experience, we provide country teams and international franchise partners with pre-validated, high-converting purchase journeys, enabling them to develop local commerce effortlessly without reinventing fundamental web journeys.

Scope & Structure (4 Dedicated E-Com Squads)

1. Acquisition: Convert online visitors into active users through high-converting landing pages, Search Engine Optimization (SEO), campaign entry points, and personalized traffic welcoming.
2. Navigation: Help users find exactly the product or advice they need within a vast catalog through optimized intelligent search, taxonomy, filters, and catalog hierarchy.
3. Decision: Give users compelling reasons to choose a product by offering rich Product Detail Pages (PDPs), media, accurate sizing advice, customer reviews, and sustainable/circular options.
4. Conversion: Provide a frictionless checkout process, flexible payment methods, self-serve order tracking, in-store pickup options, and simplified returns.

2. Your Mission

As a Staff Digital Product Designer, you will serve as a primary individual contributor and strategic leader within Decathlon's E-Commerce team. Working with significant autonomy on complex, cross-squad web challenges, you will shape our long-term strategic vision: the

E-Commerce Web Experience Vision.

You will collaborate closely within the leadership trio with Staff Engineering and Staff Product Managers (GPMs), while partnering daily with a dedicated UX Researcher (UXR) as a privileged partner to anchor every design decision in deep user insights and quantitative data.

Beyond strategy definition, you will drive field experimentation, product de-risking, and rapid validation loops—ensuring that major web features across the Acquisition, Navigation, Decision, and Conversion stages are validated through A/B tests, CRO analysis, and real usage data before any global deployment. You will align the 4 web squads around a unified vision, accelerate business value creation, and elevate design maturity within the teams.

3. Your Responsibilities

Strategic Alignment & Web Journey Vision

• Trio Leadership: Collaborate closely with Staff Engineers, Staff PMs, and your dedicated UXR partner to define long-term roadmaps, technical feasibility, and strategic UX priorities across different squads.
• Web Experience Strategy: Define and promote the long-term web design strategy, establishing web principles that influence product and business roadmaps.
• Orchestration of 4 Squads: Ensure alignment between the Acquisition, Navigation, Decision, and Conversion squads to guarantee a coherent and frictionless end-to-end web journey.
• Focus on Priority Segments: Set the strategic UX direction for the web tailored to key user segments (Families, New Customers, Members), fostering personalization and contextualized entry journeys.
• Monitoring Global Metrics: Track and optimize web performance metrics across the entire journey: SEO Traffic, CTR, Search Success, Add-to-Cart Rate, Conversion Rate, and Retention.

Product De-risking & Web Experimentation Strategy

• Alignment with Research: Work hand-in-hand with the UXR to formulate hypotheses, identify gaps in user knowledge, and design research strategies for complex e-commerce journeys.
• De-risking Frameworks: Develop and drive product de-risking strategies for strategic web initiatives—identifying usability, business, and technical risks early in the discovery phase.
• Concrete Web Experimentation: Design and conduct A/B tests, multivariate tests, CRO experiments, and prototype usability tests within the 4 squads to validate hypotheses before engineering development.
• Data-Driven Decisions: Collaborate with Data & Analytics leads to build quantitative testing frameworks, leveraging web analytics data to inform roadmap trade-offs.
• Promoting Test Culture: Support web product squads in hypothesis formulation, CRO best practices, and rapid learning loops (build-measure-learn).

4. Role & Skills (Know-how & Know-be)

Business / Technical Skills

• Web Research & Strategy: Partner closely with our UXR to deepen fundamental customer understanding (B2C web journeys) and co-define a CX vision to create collective alignment among stakeholders.
• Problem Discovery: Detect drop-off points within the 4 squads through quantitative funnel analysis and qualitative research; structure decisions via Opportunity Solution Trees (OST).
• Solution Discovery: Explore and prototype web interfaces early and frequently; design responsive, accessible, and high-converting layouts in alignment with our Design System.
• Testing & CRO: Continuously de-risk solution feasibility, usability, and conversion gains using context-appropriate testing tools (A/B testing, user testing, CRO analytics).
• AI Exploration: Test and integrate AI tools (e.g., generative search, intelligent recommendations, automated layout testing) to multiply design and research effectiveness.

Behaviors / Soft Skills

• Leadership & Strategic Collaboration: Lead inter-squad web taskforces alongside Staff Engineering and Staff PMs, make informed decisions even with partial data, and support the Design Manager in organizational planning and recruitment committees.
• Influence & Emotional Intelligence: Proactively collaborate with PMs, Engineering Managers, and business leads to steer priorities through your interpersonal skills and data-backed storytelling.
• Cross-Functional Collaboration: Involve engineering, data, UXR, and SEO teams early in the creative process to establish a stimulating and psychologically safe environment.
• Design Mentorship: Foster the growth of web design practice by mentoring 3 to 4 designers, leading inter-squad creative reviews, and connecting design solutions across teams.
• Growth Mindset: Transform inconclusive A/B tests into collective learning opportunities and maintain a structured personal development plan.

5. Why Join the E-Commerce Web Team?

The Challenges You Will Tackle

• Large-Scale Web Impact: Optimize a global web platform serving millions of daily visits across dozens of international markets.
• Synergy Across 4 Squads: Unify Acquisition, Navigation, Decision, and Conversion into a fluid and harmonious web journey.
• Strong Trio Partnership: Work in direct alignment with Staff Engineering, Staff PMs, and a dedicated UXR partner to shape high-level product strategy.
• Performance & Accessibility at Scale: Design lightweight, ultra-fast web pages meeting strict accessibility (WCAG) and SEO requirements.

This Role Is For You If…

• You prefer de-risking web journeys through A/B tests and CRO data rather than relying on subjective opinions.
• You excel at trio collaboration with Staff Tech and Staff PMs, supported by a close research partnership with UXR.
• You enjoy orchestrating design across multiple squads (from Acquisition to Conversion) to deliver a unified customer experience.
• You balance commercial conversion goals with high design and accessibility standards.
• You are passionate about mentoring designers and upskilling teams in experimentation, data culture, and web craft excellence.