design by us

084 | Product Design At Decathlon

Listen Later

In this episode, Luigi and Ravi go on a thrilling exploration of the world of product design at Decathlon, the sporting goods retailer that's taking the industry by storm. With an annual revenue of 10 billion euros and over 70 sub-brands, Decathlon is revolutionizing the way we think about sports gear.

They discover how Decathlon's mission to make sports accessible to everyone is reflected in its fully integrated product design process and store experience. Also, how the stores play an immense role in the experience as they become large "playground" type spaces that allow customers to explore and try out various equipment and products on display.

They will also dive deep into Decathlon's user persona and reveal who actually buys their products, and why. Meanwhile, emphasises community events as part of the design process, and not just as a commercial activity.

Finally, Luigi and Ravi unravel the secrets of how Decathlon manages to drive prices 30% lower than the competition, all while making a wide variety of sports accessible to everyone.


Support Design By Us:

  • Follow designbyus on Twitter: https://twitter.com/designbyus_fm

  • Find more content and support us on Patreon: https:/www.patreon.com/designbyus

    • Where to find Luigi and Ravi:

    • Check out: byus.design

    • Follow Luigi on Twitter: https://twitter.com/luigi_dintrono

    • Follow Ravi on Twitter: https://twitter.com/raviisoccupied

      • Referenced:

      • What does design mean at Decathlon: https://sustainability.decathlon.com/what-does-design-mean-at-decathlon
      • Lab Testing: https://sustainability.decathlon.com/the-product-is-tested-and-not-just-once
      • Eco design: https://www.decathlon.co.th/en/shop/ecodesign-collection
      • Design team structure: https://sustainability.decathlon.com/overview-of-our-product-design-jobs
      • Economics of Decathlon: https://www.linkedin.com/pulse/economics-decathlon-jinal-sanghavi/?trk=pulse-article_more-articles_related-content-card
      • Decathlon brand architecture: https://www.decathlon.co.uk/landing/brands/_/R-a-brands
        • ...more
        View all episodesView all episodes
        Download on the App Store
        design by usBy Luigi + Ravi