Role
Design Lead
Skills
UX/UI Design
User Research
Rapid Prototyping
User Testing
Dev Handoff
Team
Lauren Zalenko, Design
Shannon Baley, PM
Kelley Brook, Research
Gabriel Panela, Analytics
Rodney Raferty, Brand
Jair Reina, Engineering
Stakeholders
Crocs Social Team
Problem
Less than 1% of users are converting in the social funnel.
Users were clicking ads, but clicks weren't leading to purchase intent. The click-through journey was broken. Ads sent users to a cold product listing page, not very friendly. It was a transactional experience that had high dropoff and low conversion (0.5%).
Existing flow: Social ads sent users straight to a product page, limiting engagement and exploration.
Solution
The reimagined click-through journey: Send users to a personalized experience with value and delight, instead of a cold product page.
Through research, testing, and iteration, I designed a new landing experience with personalization, social proof, and ad continuity.
Revised flow drove users from a social ad to an immersive brand experience, driving time on site and add-to-cart rate.
91% of users completed the engagement feature in the first two months post-launch, showing strong adoption.
The full brand experience.
Responsive design.
Design system integration.
Impact
800%
Boost in add-to-cart rate
Up from 0.5% to 4.5%.
+1
Scalable design template
Accelerated future launches through design system integration.
50%
Lift in quality site visits
Boosted average session time from 5 seconds to +30 seconds.
91%
Task success
Measured by engagement feature completions in the first two months post-launch.
Approach
Brief
Increase purchase intent from Crocs’ social-commerce journey.
Deepen engagement from paid-media traffic.
Research
I ran mixed-methods research alongside the Research and Analytics teams—leveraging performance analytics, an AI research agent, and secondary research.
Key insights:
Users expected continuity from ad-to-landing. Breaking the visual and messaging thread caused confusion and drop-off.
Users wanted a value engage: personalized recommendations, for purchase intent. The existing flow felt cold, transactional, and low-trust.
Concepting
I explored multiple directions for the landing experience. Getting internal buy-in on the originally scoped AR Lens Filter concept
Challenge & Pivot
When the dev scope was reduced, I focused on pulling from Crocs’ design system to ship a feasible and high-impact experience that increased engagement and conversion.
Design Execution
I iterated the interaction model for the new engagement feature, testing with 12 users.
Findings:
A simple tile-based design was the easiest for users to use.
Ensured WCAG 2.2 AA standards while conveying the Crocs brand.
Systemization
Delivered a responsive template for Crocs’ design system, making future campaigns faster and more consistent.
