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Crocs

Redesigning the social commerce flow to drive 800% more conversions

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

I led the end-to-end redesign of Crocs’ social commerce integration. Resulting in an +800% increase in add-to-cart conversions, a +50% increase in high-quality site visits, and reducing future development effort.


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

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Problem

Solution

Impact

Research

Wireframe

Design

Delivery

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

Solution

Solution

Driving customers to a tailored, interactive brand experience
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.

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 rate
+50%
Increase in quality site visits

The result: a scalable template used across future campaigns, reducing development effort and setting the new benchmark for Crocs' paid media strategy.

The result: a scalable template used across future campaigns, reducing development effort and setting the new benchmark for Crocs' paid media strategy.

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, focusing 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.

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 for the engagement feature 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.

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

Delivery

I delivered high-fidelity design specs and partnered with engineering throughout the process, ensuring the designs were feasible, scaled responsively, and could be easily reused.

Component breakdown

Responsive design

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