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2025

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Crocs, Redesigning the social-to-shop flow

Crocs, Redesigning the social-to-shop flow

D2C, Responsive Web, 2025

I led the redesign of Crocs' social-to-shop flow targeting D2C customers on Instagram to increase engagement from paid media. I developed concepts, conducted user research, created a scalable template, and partnered with developers to implement the final product.

The team was a senior designer (me), a design manager, a project manager, an experience strategist, two creatives, and two developers.

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Problem

Solution

Outcome

Research

Wireframe

Design

Overview

Problem

Problem

Users were not converting in the social funnel
Users were not converting in the social funnel

Tapping a paid media ad sent users to product detail pages (PDP), a cold and transactional flow with no connection to the paid media campaign. Resulting in high drop-off, low site engagement, and low click-through-rates (CTR).

Tapping a paid media ad sent users to product detail pages (PDP), a cold and transactional flow with no connection to the paid media campaign. Resulting in high drop-off, low site engagement, and low click-through-rates (CTR).

Existing flow

Solution

Solution

Redirecting users to a contextual landing experience
Redirecting users to a contextual landing experience

Now, tapping a paid media ad sent users to a tailored, brand experience that increased trust and decision confidence through ad continuity, interactivity, social proof, and personalized recommendations.

Now, tapping a paid media ad sent users to a tailored, brand experience that increased trust and decision confidence through ad continuity, interactivity, social proof, and personalized recommendations.

Revised flow

Outcome

Outcome

8x lift in add-to-cart rate
50% lift in quality site visits
5% lift in click-through-rate (CTR)

This solution outperformed all others in a multi-variant test, becoming the new benchmark for Crocs’ social-to-shop flow. I designed the template for reuse across paid media campaigns, streamlining future launches and dev effort.

This solution outperformed all others in a multi-variant test, becoming the new benchmark for Crocs’ social-to-shop flow. I designed the template for reuse across paid media campaigns, streamlining future launches and dev effort.

Before and after

Process

Research

Research

Users expect personalization, done simply

I partnered with experience strategy to understand user mindsets and behaviors across social platforms—leveraging an AI research agent (Olivia), secondary research, and performance analytics.

  • Users are ad-skeptical and expect personalized, relevant content

  • Engagement must be visual, fast, and lightweight

  • 71% of users expect personalization

These findings shaped a tailored, visual, and interactive experience that increased confidence and conversion by delivering content users cared about.

I partnered with experience strategy to understand user mindsets and behaviors across social platforms—leveraging an AI research agent (Olivia), secondary research, and performance analytics.

  • Users are ad-skeptical and expect personalized, relevant content

  • Engagement must be visual, fast, and lightweight

  • 71% of users expect personalization

These findings shaped a tailored, visual, and interactive experience that increased confidence and conversion by delivering content users cared about.

Research AI Agent, Olivia

Wireframe

Wireframe

Maximizing impact with minimal lift

To work within dev constraints, I pushed for a design that used existing components and only one net-new feature to drive engagement. I used wireframes to align stakeholders on hierarchy, with a focus on social proof, engagement, and click-through rate.

To work within dev constraints, I pushed for a design that used existing components and only one net-new feature to drive engagement. I used wireframes to align stakeholders on hierarchy, with a focus on social proof, engagement, and click-through rate.

Wireframe

Design

Design

Discovering the right interaction model

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 user expectations and scalability.

I also partnered with Brand to align the visual expression with Crocs’ identity while meeting WCAG AA color standards.

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 user expectations and scalability.

I also partnered with Brand to align the visual expression with Crocs’ identity while meeting WCAG AA color standards.

Engagement feature iterations

Engagement feature breakdown

Designing for scalability

I've closely collaborated with development partners to ensure that the template can be reused for different paid media campaigns and scales across breakpoints, from documenting interaction intent to delivering detailed design specs.

I've closely collaborated with development partners to ensure that the template can be reused for different paid media campaigns and scales across breakpoints, from documenting interaction intent to delivering detailed design specs.

Component breakdown

Responsive design

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