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2025

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Crocs, Redesigning the social-to-shop integration

Crocs, Redesigning the social-to-shop integration

B2C, Mobile/Web Design, 2025

I led the redesign of Crocs' social-to-shop integration to increase engagement from paid media, increasing add-to-cart rates by 800%. I conducted mixed methods user needs analysis, developed concepts, represented design to stakeholders, 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 integration with 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 integration with the paid media campaign. Resulting in high drop-off, low site engagement, and low click-through-rates (CTR).

Existing flow

Solution

Solution

Directing users to a tailored, interactive experience
Directing users to a tailored, interactive experience

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

Revised flow

Outcome

Outcome

800% increase in add-to-cart rate
50% increase in quality site visits
5% increase in click-through-rate (CTR)

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

Before and after

Process

Research

Research

Uncovering user needs

I led a user needs analysis in partnership with experience strategy, leveraging an AI research agent (Olivia), secondary research, and performance analytics to uncover behaviors and expectations across social platforms.

Key findings included:

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

  • Engagement must be engaging, fast, and lightweight

  • 73% of users get frustrated without personalization

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

I led a user needs analysis in partnership with experience strategy, leveraging an AI research agent (Olivia), secondary research, and performance analytics to uncover behaviors and expectations across social platforms.

Key findings included:

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

  • Engagement must be engaging, fast, and lightweight

  • 73% of users get frustrated without personalization

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

Research AI Agent, Olivia

Wireframe

Wireframe

Maximizing impact with minimal lift

To work within dev constraints, I pushed for an efficient design that used existing patterns and components, with one strategic net-new feature to drive engagement. I created wireframes to align stakeholders on hierarchy, 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 patterns and components, with one strategic net-new feature to drive engagement. I created wireframes to align stakeholders on hierarchy, with a focus on ad continuity, engagement, social proof, 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 partnered with Brand to ensure the visual expression matched Crocs’ brand 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 user expectations and scalability.

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

Engagement feature iterations

Engagement feature breakdown

Designing for scalability

I 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 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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