CASE STUDY:
Crocs Website Redesign
THE PROBLEM
Despite an extensive product catalog, customer awareness was limited to Crocs’ molded clogs. Additionally, Crocs’ online experiences were woefully outdated both visually and technically, and did not inspire new customer engagement or repeat sales.
ROLES & RESPONSIBILITIES
» Stakeholder interviews
» User profiles
» Brainstorming workshops
» Competitive and comparative analysis
» Task and process flows
» Information architecture
» Ecommerce best practices
» High-fidelity wireframes
» Design direction
Discovery & Experience Planning
Stakeholder Interviews (Boulder, CO & Seattle, WA)
Conducted cross-functional interviews to surface business goals, brand perspectives, operational constraints, and success metrics. These conversations helped clarify priorities and uncover misalignments early in the process.
Listening Sessions (Boulder, CO)
Facilitated structured listening sessions to gather candid input, identify pain points, and build shared understanding across teams. Focused on capturing qualitative insights that would inform strategy and design direction.
On-Site Working Sessions (Boulder, CO)
Co-led collaborative whiteboard sessions to align on workflows, define requirements, and co-create solutions in real time. These sessions accelerated decision-making and strengthened stakeholder buy-in.
Competitive & Comparative Analysis
Evaluated direct competitors and adjacent experiences to identify best practices, gaps, and opportunities for differentiation across brand, content, navigation, and commerce patterns.
Site Audit & Analysis
Performed a comprehensive audit of the existing site to assess usability, content structure, interaction patterns, and performance issues. Identified friction points and areas for structural improvement.
User Scenario Development
Developed key user scenarios to translate research insights into actionable experience requirements, ensuring design decisions were grounded in real user goals and behaviors.
Updating the information architecture
While the foundational information architecture remained stable, we optimized key structural elements to create a more intuitive browsing and search experience for customers, while improving scalability and ease of maintenance for internal teams.
Product detail screens
One of the largest and most technically challenging portion of the site redesign was the shopping cart and the checkout experience for multiple use cases. The experience at the time was rudimentary and lacked many features and functions online consumers were familiar with. It also needed to meet security requirements both domestic and internationally.
Shopping cart & check-out
The product details screens were woefully inadequate at the time and negatively impacting conversion and customer satisfaction. I was tasked with a complete overhaul of the information architecture and hierarchy of the screen, introducing new product features and promotional components. One of the more interesting challenges was designing the logic for color and sizing as Crocs footwear varied in it's sizing and fit.
Final implementation
The site was rebuilt to enable easier updating and refreshing. Updates improved access across platforms and devices, new interactive features to increase funnel progression and conversion, product pages streamlined, and a shopping cart and checkout process revamped to accommodate USA and international requirements.