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.
Overview
Existing flow
Revised flow
8x lift in add-to-cart rate
50% lift in quality site visits
5% lift in click-through-rate (CTR)
Before and after
Process
Users expect personalization, done simply
Research AI Agent, Olivia
Maximizing impact with minimal lift
Wireframe
Discovering the right interaction model
Engagement feature iterations
Engagement feature breakdown
Designing for scalability
Component breakdown
Responsive design