Name: Design and agentic pathways for Decathlon
Start: 2026-05-27T09:00:00+0200
End: 2026-05-27T09:30:00+0200

Design and agentic pathways for Decathlon

FULL

Wednesday May 27, 2026 09:00 - 09:30 CEST

🧩 PM/UX ARENA

Limited Capacity full
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### Introduction:
The key theme is about how product designers can shape the future of an agent powered future for e-commerce. What new challenges do we face and how might we design experiences in this new reality? What new behaviours has this new technology opened up and how can designers use it to provide guardrails?

I want to cover the idea that shopping via AI might sound very cold and transactional, and in the context of Decathlon, that can count against us. Browsing products, becoming emotionally attached to new products and even physical stores themselves is a powerful connection we need to retain. It is a huge differentiator for us.

### The pathways:
Through the lens of three AI powered pathways, I want to explore the opportunities that have opened up for teams at Decathlon and how we might thrive in this new era.

* How do we improve our current experience with new AI tools available on our digital experience?
* What services can Decathlon reference to provide a richer, personalised product experience?
* How do we show up for our customers when they never visit Decathlon in a digital or physical sense?

### Loyalty and emotional connections:
AI use can place an extra layer between Decathlon and our customers, we need to make sure that loyalty is rewarded and is visible when customers use AI to shop.

* How can AI enhance the membership experience, inside and outside of Decathlon's experiences?
* How can we make sure that the repeatable, mundane tasks become automated where possible?
* At the same time, how can we design digital experiences where people do come to us to be inspired, to browse and fall in love with the brand and our products?

Speakers

Sam Charman

Staff Product Designer, Decathlon

I'm Sam, a Staff Product Designer for Decathlon in the Lower Funnel of the e-commerce/omni-commerce team. My work at Decathlon covers the full checkout and post purchase experience, from basket, delivery selection and payments through to post purchase and customer relations. I support... Read More →

Wednesday May 27, 2026 09:00 - 09:30 CEST
🧩 PM/UX ARENA 135 Rue Sadi Carnot, Ronchin, France

Product Management / UX, Talk

Audience Beginner

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Dev Summit 2026

Sam Charman

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Waitlist (33)

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Success you have shared X tickets.

Dev Summit 2026

Sam Charman

Attendees (50)

Waitlist (33)

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