Crocs
Marketing Site Design
Leading end-to-end design of the social commerce flow to drive +800% more conversions
Mobile/Web
Growth
End-to-End
Shipped
Interaction/Visual Design
Design Systems
Lauren Zalenko, Design Manager / Shannon Whalen, Project Manager / Kelley Smith, Research / Darcy Feeley, Art Director / Kylee Hegarty, Copywriter / Jair Reina, Architect
Project Overview
Problem
Customers were not converting in the social funnel
Crocs' paid social ads are a key driver of sales, but the click-through journey was broken. Sending users straight from an ad to a standard product page caused high drop-off and low conversion. Without continuity or personalization, customers abandoned the funnel.
Business risk: Significant paid media spend was underperforming, leaving revenue on the table.
Existing social-to-commerce flow
Solution
Driving customers to a tailored, interactive brand experience
Instead of a static product page, social ad clicks now directed customers to a tailored, interactive brand experience. This improved trust and purchase confidence through:
Ad continuity – seamless visual and messaging alignment
Interactivity – quick product exploration without deep navigation
Social proof & personalization – relevant, persuasive recommendations
The final template was systemized for reuse across multiple campaigns, cutting future dev effort and accelerating launch timelines.
New social-to-commerce flow
With 91% of site visitors completing the engagement feature, it is the main draw of the experience: interactive, visual, and delivering personalized recommendations.
Interactive engagement feature
Impact
+800%
Increase in add-to-cart rate
+50%
Increase in quality site visits
+1
Reusable design template
The result: a scalable design template used across future campaigns, reducing development effort and setting the new benchmark for Crocs' paid media strategy.
Before and after
Process Highlights
Research
Customers are constantly inundated by ads and expect any brand interaction to be personalized and engaging
I led a mixed-methods user needs analysis with the Research team, using an AI research agent (Olivia), desk research, and performance analytics to uncover social behaviors and expectations.
Key findings included:
Customers are ad-skeptical and expect relevant content
73% of customers get frustrated without personalization
Customers expect engagement to be visual, fast, and lightweight
These insights drove design decisions and aligned stakeholders and clients early on.
Conversation snippet with AI research Agent, Olivia
Wireframe
Aligning stakeholders on the hierarchy of the experience, focusing on ad continuity, engagement, social proof, and click-through-rate
To work within dev constraints, I pushed for an efficient design that used existing components and one new feature to drive customer engagement.
Wireframe
Iterative design
Defining the right interaction model for the engagement feature based on value, usability, and scalability
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 customer value, usability, and scalability.
I partnered with Brand to ensure the visual expression matched Crocs’ identity while achieving WCAG 2.2 AA color compliance.
Engagement feature iterations
Delivery
I delivered high-fidelity design specs and partnered with engineering throughout the process, ensuring the designs were feasible, scaled responsively, and could be easily reused.
Component breakdown
Responsive design
Design System
I integrated the new brand experience template into the Crocs design system with flexible components and guidelines to ensure clear and consistent usage across social campaigns.
Design system implementation preview
