Crocs, 2025
Crocs, 2025
Reimagined the Social-to-Shop journey for Gen Z
Reimagined the Social-to-Shop journey for Gen Z
My Role
My Role
Led end-to-end design for a responsive experience to replace Crocs’ underperforming IG-to-PDP flow.
Led end-to-end design for a responsive experience to replace Crocs’ underperforming IG-to-PDP flow.
Owned UX, interaction design, and system adaptation across breakpoints.
Owned UX, interaction design, and system adaptation across breakpoints.
Partnered with PMs, developers, strategists, and creatives to align design direction with business and brand goals.
Partnered with PMs, developers, strategists, and creatives to align design direction with business and brand goals.
Go to live site
Go to live site
Problem
Crocs was losing users in the social funnel. Ad clicks weren’t converting, especially among an ad-savvy Gen Z.
Crocs was losing users in the social funnel. Ad clicks weren’t converting, especially among an ad-savvy Gen Z.
Clicking from an IG ad sent users straight to a product detail page (PDP) — a cold, transactional landing with no connection to the campaign narrative.
Clicking from an IG ad sent users straight to a product detail page (PDP) — a cold, transactional landing with no connection to the campaign narrative.
Problem
[fig 1 — existing flow]
[fig 1 — existing flow]
Solution
Design a new, scalable ad destination to foster campaign continuity, user engagement, and conversion.
Design a new, scalable ad destination to foster campaign continuity, user engagement, and conversion.
The new interactive template bridged brand storytelling with engagement, optimized for Gen Z expectations and mobile behavior.
The new interactive template bridged brand storytelling with engagement, optimized for Gen Z expectations and mobile behavior.
Solution
[fig 2 — redesigned flow]
[fig 2 — redesigned flow]
Success metrics:
Success metrics:
Increased engagement, time on site, and conversion
Increased engagement, time on site, and conversion
A/B tested against baseline PDP flow
A/B tested against baseline PDP flow
Scalable for future campaigns with minimal dev lift
Scalable for future campaigns with minimal dev lift
Research
Partnered with an AI agent, Olivia, to surface behavioral insights and validate key decisions in the process.
Partnered with an AI agent, Olivia, to surface behavioral insights and validate key decisions in the process.
Olivia helped shape quiz structure and interaction model based on Gen Z expectations.
Olivia helped shape quiz structure and interaction model based on Gen Z expectations.
Research
[fig 3 — research agent]
[fig 3 — research agent]
Key insights:
Key insights:
Gen Z is ad-skeptical and expects personal, value-driven interactions
Gen Z is ad-skeptical and expects personal, value-driven interactions
Engagement must be lightweight, visual, and mobile-first
Engagement must be lightweight, visual, and mobile-first
Quiz onboarding is familiar and effective when fast and expressive
Quiz onboarding is familiar and effective when fast and expressive
Design
I created the experience to work with the ad, encourage exploration, and guide users to products.
I created the experience to work with the ad, encourage exploration, and guide users to products.
Design
[fig 4 — wireframe]
[fig 4 — wireframe]
I explored different interaction models for the engagement feature before landing on the tile-based quiz because its light-weight approach is a better fit for Gen Z.
I explored different interaction models for the engagement feature before landing on the tile-based quiz because its light-weight approach is a better fit for Gen Z.
[fig 5 — concept iterations]
[fig 5 — concept iterations]
Final designs used existing Crocs components for consistency, with the quiz module built from scratch. I defined its logic and behavior, partnered with developers to ensure feasibility and fidelity, and designed responsively for mobile, tablet, and desktop.
Final designs used existing Crocs components for consistency, with the quiz module built from scratch. I defined its logic and behavior, partnered with developers to ensure feasibility and fidelity, and designed responsively for mobile, tablet, and desktop.
[fig 6 — prototype]
[fig 6 — prototype]
Impact
Experience launched in A/B test vs. standard PDP flow, first round of results in 2025 Q4.
Experience launched in A/B test vs. standard PDP flow, first round of results in 2025 Q4.
Early feedback showed stronger retention and brand alignment
Now used as a template for future campaigns
Worked closely with:
Worked closely with:
PMs to define success metrics and test approach
Strategists to shape quiz logic and align on page structure
Developers to align on feasibility and maintain fidelity
Creative to ensure the design expressed campaign voice
What I brought:
What I brought:
Vision for a more engaging, identity-driven product experience
Systems thinking: reused where possible, created where needed
Fast iteration under ambiguity, with stakeholder buy-in
Collaborative execution: aligned teams and protected quality through QA
Impact