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

I'm glad you're here

Me alegro que estés aca

I'm glad you're here

Me alegro que estés aca

© 2025