Crocs, Social Commerce, 2025
Crocs, Social Commerce, 2025
Reimagining the Social-to-Shop flow for Gen Z, built to scale
Reimagining the Social-to-Shop flow for Gen Z, built to scale
D2C · E-Commerce · Responsive Web
D2C · E-Commerce · Responsive Web
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. Resulting in lower quality site visits, lower CTR, and low onsite engagement.
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. Resulting in lower quality site visits, lower CTR, and low onsite engagement.
Problem
[fig 1 — existing flow]
[fig 1 — existing flow]
Solution
Design a tailored brand experience to foster brand loyalty, user engagement, and conversion.
Design a tailored brand experience to foster brand loyalty, user engagement, and conversion.
The new interactive template was optimized for Gen Z expectations and mobile behavior.
The new interactive template was optimized for Gen Z expectations and mobile behavior.
Solution
[fig 2 — redesigned flow]
[fig 2 — redesigned flow]
Impact
8x higher Add-to-Cart rate
8x higher Add-to-Cart rate
+50% increase in quality site visits
50% increase in quality site visits
+5% increase in CTR
5% increase in CTR
This solution outperformed all others in a multi-variant test, becoming the new benchmark for Crocs’ social-to-shop flow. The experience was built for reuse across 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. The experience was built for reuse across campaigns—streamlining future launches and dev effort.
Impact
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
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]
Learnings:
Learnings:
Interactive on-site experiences lead audience to spend more time on site
Personalized product recommendations result in higher consumer conversion
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