CROCS.COM
Crocs, Inc. is an innovative, casual footwear company that has sold more than 300 million pairs of shoes in over 90 countries. A good portion of those shoes have been sold online. The eCommerce global center of excellence based in Niwot, Colorado operates 12 international commerce sites. To do this successfully the team maintains a centralized Salesforce Commerce Cloud (SFCC) code base on which regional merchandising and marketing teams in the Americas, Europe, Japan, South Korea, and Singapore operate their individual country sites.
In my role at Crocs as the Global eCommerce Customer & User Experience Director, one of my key responsibilities was ensuring crocs.com was frictionless and as easy to use as possible. From 2011 - 2018 I maintained full responsibility of the UX/UI of the 12 global websites. This involved cross-functional collaboration with regional teams in the Americas, Europe, Japan, China, South Korea, and Singapore.
PROUDEST ACHIEVEMENTS:
During an exclusive product launch, returning Crocs customers were able to checkout in 6 seconds. It only took new customers 26 seconds to complete the checkout process.
Achieving a fully responsive UI that did not compromise on either UX or load times. Crocs.com is super speedy and easy to use even on mobile networks.
In 2016 Crocs was a SFCC Pacesetter Finalist for innovative shopping experiences in the US and Japan
Crocs is continuously recognized by its' peers within the SFCC community as a leader in operational efficiencies. I greatly enjoyed sharing my learnings with other retailers on the SFCC platform to support them in achieving their goals
During my time at Crocs the eCommerce revenue grew from $50M to $150M.
One GLOBAL PLATFORM. 12 individual Sites.
By understanding how users around the world have come to expect a familiar experience while shopping online, I was able to develop a single UI for all of the 12 Crocs international websites. The framework allowed for flexibility in the content, marketing and merchandising strategies while maintaining a consistent structure. I advised my colleagues in USA, Europe, Japan, South Korea, and Singapore on how to use testing and personalization to optimize the site content. Through product management of the features and tools such as Adobe Audience Manager/Target, Power Reviews, Certona & SFCC, we were able to leverage the power of machine learning to deliver personalized customer journeys and optimize conversion.
Accepting PAyment.
One area where people around the world tend to differ is in how they like to pay for their products and services. Accepting customers’ preferred payment methods is a sure way to increase checkout conversion. At Crocs we leveraged a product called Ayden to provide seamless payment experiences. We were able to use the technology to adapt to the desires of the consumers and accept a wide variety of payment methods from traditional credit cards to PayPal to Apple Pay to bank transfers. So whether in the UK, Germany, Japan or the US, we accepted payment methods the customers wanted to use; all this, while still staying true to the seamless one page checkout experience.
ADA (Americans with Disabilities Act) AA Compliancy.
According to the United States Census Bureau, 47 million Americans have some type of disability. This translates to about 20% of the country that may encounter significant challenges accessing websites, applications and documents online. With the passage of the Americans with Disabilities Act (ADA), the US has made great strides to fill the gap between access and those seeking information. In January 2018, ADA regulations become increasingly clear, setting a deadline (mid-2018) for websites to become compliant. An accessible website is not only a key to preventing costly and time-consuming lawsuits, but also just the right thing to do. At Crocs we wanted all customers to have equal access to shop and wear the products.
During 2016 - 2017 Crocs went through a massive site overall to ensure the crocs.com was Level AA complaint. My role in this transition was establishing the site style guide to meet the regulations.