Matias Maldonado

Home

Work

▸ Crocs, B2C

Shipped

Bank of America, B2B

Shipped

DigitasAI, B2C

Shipped

Discord, B2B2C

Personal

Contact

I'm glad you're here
Me alegro que estés aca

Crocs

Redesigning the social commerce flow to drive 800% more conversions

B2C, Mobile/Web Design, End-to-End, Shipped Product

I led the end-to-end redesign of Crocs’ social commerce integration, transforming a cold, transactional flow into an engaging, personalized brand experience. This work set a new benchmark for Crocs’ paid media campaigns, delivering an 800% increase in add-to-cart conversion and a 50% increase in high-quality site visits.

I worked with a design manager, a project manager, a researcher, a data analyst, two brand creatives, and two developers to make it happen.

Go to:

Overview

Problem

Customers were not converting in the social funnel

Crocs' paid social ads are a key driver of sales, but the click-through journey was broken. Sending users straight from an ad to a standard product page caused high drop-off and low engagement. Without continuity or personalization, customers abandoned the funnel.

Business risk: Significant paid media spend was underperforming, leaving revenue on the table.

Existing flow

Goal

Increase customer engagement and conversion by:

Maintaining continuity between ad and landing experience
Engaging users with interactivity and social proof
Personalizing recommendations to increase decision confidence

Solution

Driving customers to a tailored, interactive brand experience

Instead of a static product page, social ad clicks now directed customers to a tailored, interactive brand experience. This improved trust and purchase confidence through:

Ad continuity – seamless visual and messaging alignment
Interactivity – quick product exploration without deep navigation
Social proof & personalization – relevant, persuasive recommendations

The final template was systemized for reuse across multiple campaigns, cutting future dev effort and accelerating launch timelines.

Instead of a static product page, social ad clicks now directed customers to a tailored, interactive brand experience. This improved trust and purchase confidence through:

Ad continuity – seamless visual and messaging alignment
Interactivity – quick product exploration without deep navigation
Social proof & personalization – relevant, persuasive recommendations

The final template was systemized for reuse across multiple campaigns, cutting future dev effort and accelerating launch timelines.

Revised flow

With 91% of site visitors completing the engagement feature, it is the main draw of the experience: interactive, visual, and delivering personalized recommendations.

Interactive engagement feature

Impact

+800% increase in add-to-cart conversion
+50% increase in quality site visits
Became the new benchmark in Crocs' paid media strategy
Scalable template reduced dev lift for future campaigns

Before and after

Process

Research

Customers are inundated by ads constantly and expect any brand interaction to be personalized and engaging

I led a mixed-methods user needs analysis with Research team, using an AI research agent (Olivia), desk research, and performance analytics to uncover social behaviors and expectations.

Key findings included:

Customers are ad-skeptical and expect relevant content
73% of customers get frustrated without personalization
Customers expect engagement to be visual, fast, and lightweight

These insights drove design decisions and aligned stakeholders and clients early on.

I led a mixed-methods user needs analysis with Research team, using an AI research agent (Olivia), desk research, and performance analytics to uncover social behaviors and expectations.

Key findings included:

Customers are ad-skeptical and expect relevant content
73% of customers get frustrated without personalization
Customers expect engagement to be visual, fast, and lightweight

These insights drove design decisions and aligned stakeholders and clients early on.

Conversation snippet with AI research Agent, Olivia

Wireframe

Aligning stakeholders on the hierarchy of the experience, with a focus on ad continuity, engagement, social proof, and click-through-rate

To work within dev constraints, I pushed for an efficient design that used existing components and one new feature to drive customer engagement.

Wireframe

Iterative design

Defining the right interaction model based on value, usability, and scalability

I explored multiple interaction models for the engagement feature through iterative design and critique. Each had its unique benefits, but the final approach was selected based on customer value, usability, and scalability.

I partnered with Brand to ensure the visual expression matched Crocs’ identity while achieving WCAG 2.2 AA color compliance.

Engagement feature iterations

Systems thinking

Designing for scalability

I collaborated with developers throughout the process to ensure the designs were feasible, scaled responsively, and could be easily reused for different campaigns.