Mini Study: Crocs.com
Website Redesign
Client: Crocs
Project: Crocs.com redesign
Responsibilities: Stakeholder Interviews, User profiles, Competitive/Comparative audits, Task flows, Site Architecture, Wireframes, Design direction
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 Additionally, Crocs’ online experiences were woefully outdated both visually and technically, and did not inspire new customer engagement or repeat sales.
Discovery phase
Discovery phase consisted of the following exercises:Stakeholder interviews (Boulder, CO, Seattle, WA)Listening sessions (Boulder, CO)On-site working session (Boulder, CO)Competitive and comparative analysisSite audit and analysisUser profile/persona development
Shopping cart & check-out
One of the largest and most technically challenging portion of the site redesign was the shopping cart and the checkout experience. 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.
Product detail screens
The product details screens were woefully inadequate at the time and believed to 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. 