Intersport

Design system for e-com.

Overview

Redesigned the e-commerce experience using a new, consistent design system. I also built and documented the system to help other teams ship faster, stay aligned, and lower design and development costs.

Role & Team

Lead Product Designer partnering with Product and Engineering

Impact

107

components.

45

blueprints for experinces.

The Business

With a turnover of over EUR 12.2 billion in 2021 and more than 5‘400 specialist sports stores in 42 countries, the INTERSPORT Group is among the world’s leading sporting goods retailers.

Team & Role

My role: Senior Product Designer focused on UX design, research, testing and UI.

Objectives

- Redesign the e-commerce shopping experience by providing consistent and user friendly solutions, based on a brand new design system

- Develop and document a comprehensive design system, which would enable other product teams to develop solutions faster and at lower costs.

Analysing current state

In order to understand what we can improve, we started by doing an audit of all the existing components and assigning a usability score to all of them (error prevention, aesthetics, flexibility, etc.)

Aside from that there was no centralized library which led slow development time and increasing costs.

Design principles

As designers, we conducted a series of workshops where we decided on which design principles we want to have in mind:

Customer centric

Designed and build with sport souls in mind for every decision taken.

Expertise & Passion

Customer gets extensive information on every item and depending on their skill level can always dive deeper. 

Future-proof but flexible

Modular design ensures flexibility in execution. Components work seamlessly with each other to fit customer needs.

Understanding the user

I was able to uncover a lot of insights through multiple tools like Google Analytics, Hotjar, GetFeedback and so on. It helped to inform some of the key design decisions and get a better understanding of users' behaviour.

GetFeedback was especially insightful when it came to understanding what frustrates users the most on the current website and some of the things like error messaging in forms, size confusion, Product List navigation and checkout information (or lack there-of) led to a very big drop off rate.

Component development

I was responsible for creating a big variety of components, which required deep understanding of a component usage, context, states and how it fits in the wider journey. For example, I worked on a badge component, which plays an important role on multiple pages, helps to highlight items and helps the user to focus in a sea of choices.

Aside from developing visual part of the component and some of its behaviour I developed rules for its connection with filtering and a priority system, helping adopters to maximasimise their usage of badges and make it relevant and useful.

Aside from developing visual part of the component and some of its behaviour I developed rules for its connection with filtering and a priority system, helping adopters to maximasimise their usage of badges and make it relevant and useful.

Blueprints

Blueprints help adopters to understand component usage as well as suggest user flows, interactions and page layouts based on best practices, research and testing. Blueprints helped me to connect with stakeholders and get them excited about the change.

I was involved in end to end creation of multiple flows and pages, where I had to connect with stakeholders across the business, to make sure I address business needs as well as user ones.

Blueprints expand on the interactions and more complex flows. Based on research, design and testing we came up with a number of recommendations for how to implement those.

Product Details Page (PDP) information layering

Intersport customers have different levels of knowledge and expertise when it comes to shopping for their favourite gear. In order to support it, I introduced different layers to PDP page from high level highlights with icons to extensive tables, containing technical information, so users can dig deeper if they want.

User testing

I wrote scripts, led, participated and analysed dozens of user tests, which helped to get tons of feedback and identify improvement opportunities. I presented the results to our stakeholders, which also contributed to getting them more excited about the system.

Design system usage

Documented design and code libraries

  • An extensive UI library 

  • Described and documented behaviour, specks, usage, anatomy, do's and don'ts 

  • Documented html/css and React frontend kit

  • Recommended blueprints for every step of the flow, including experiences such as interactions and feedback animations

Results

Currently being adopted in several markets with many more in the pipeline.

Conducted user tests showed a significant improvement in customer experience and provided us with insights for the future improvements.

2025 • Made with lots of coffee

2025 • Made with lots of coffee