Evolving Crocs’ social commerce journey to drive an +800% increase in add-to-cart rate.
Product Designer
Crocs, Client
May 2025 (8 weeks)
crocs.com
Your Style, Your Way | Crocs
crocs.com/your-way
Women
Men
Kids
Jibbitz™ Charms
Featured
Crocs at Work™
Search
indie
Problem: 99%+ of users were not converting in the social funnel
Ads sent users directly to a product page, which felt transactional and disjointed from the campaign. HMW deepen engagement, brand favorability, and purchase intent with users through social?
[fig 1] Existing flow: Social ads sent users to a product page, limiting engagement and exploration.
Business Objectives
Enhance the effectiveness of Crocs' paid media strategy by increasing purchase intent, site traffic, and brand favorability.
Solution: Drive Ad clicks to an immersive brand experience
Through user research, testing, and iteration, I designed a scalable experience that builds brand favorability, purchase confidence, and converts.
[fig 2] Evolved flow: Social ads sent users to an immersive brand experience, driving site traffic and conversion rate.
[fig 4] The full brand experience.
[fig 3] Engagement feature breakdown.
[fig 5] Responsive design.
[fig 6] Design system integration.
Impact
800%
Boost in add-to-cart rate
Up from 0.5% to 4.5%.
53%
Gain in conversion rate
Measured by add-to-carts leading to purchase.
50%
Increase in site traffic
Average session time up from 5 seconds to +30 seconds.
+1
Scalable design template
Accelerated future launches through design system integration.
Research
I ran mixed-methods research with the Research and Analytics teams—leveraging data analytics, an AI research agent, and secondary research.
Key insights:
Users expected continuity from ad-to-landing. Breaking the visual and messaging thread caused frustration and drop-off.
Users wanted a value exchange: personalized recommendations, for purchase intent. The existing flow felt cold, transactional, and low-trust.
[fig 7] Mixed-methods research approach.
Concepting
I explored multiple solutions in various directions. Getting internal buy-in on the originally scoped AR Lens Filter concept
[fig 8] Concept variation
Challenge & Pivot
When the dev scope was reduced, I focused on pulling from Crocs’ design system to ship a feasible and high-impact experience that increased engagement and conversion.
[fig 8] Concept variation
Design Execution
I iterated the interaction model for the new engagement feature, testing with 12 users.
Findings:
A simple tile-based design was the easiest for users to use.
Ensured WCAG 2.2 AA standards while conveying the Crocs brand.
[fig 8] Concept variation
Systemization
Delivered a responsive template for Crocs’ design system, making future campaigns faster and more consistent.
[fig 8] Concept variation
