Deckers Brands

Personalization Expert Award Winner

A footwear designer and distributor founded over 40 years ago in California with a simple flip-flop, Deckers Brands prides itself on its innovative nature. Today, the Deckers Brands team has expanded its testing strategy to include personalized experiences across brands, with tailored content placement, innovative product finders and real-time weather and geo-targeting campaigns helping boost KPIs and rapport with customers.

READ THE SUCCESS STORY

Visit site →

SKIMS Linen Chest

Forward-thinking and passionate about building a rapport with its customers, Deckers Brands has enhanced its powerful A/B testing program with the addition of personalized website experiences for individual shoppers across its brands, including UGG, HOKA, Koolaburra by UGG, Teva, and Sanuk. Through its consistent experimentation with segmented experiences and recommendations strategies, as well as its use of innovative product finders and real-time geo and weather-targeting campaigns, Deckers Brands’ sophisticated approach has led to significant improvements in key business metrics.

How Deckers does it

Deckers Brands uses Dynamic Yield to run sophisticated A/B
tests and provide personalized shopping experiences and product recommendations across its websites.

The team behind the experiences

Liz CarusoeCommerce Manager, HOKA NA

Liz is the eCommerce Manager / Product Owner for HOKA US + Canada. In this role, she oversees strategy and implementation of all regional A/B testing, segmentation, and personalization experiences in partnership with the UX Team for HOKA North America. Throughout her time at Deckers, she's been involved in all facets of growing the personalization program for HOKA with her largest areas of focus being the integration of merchandising strategies via product recommendations and working closely with HOKA's front-end development team for implementation.

Luis AndradeUX Lead, Teva and Sanuk

Luis began his career as a digital designer, and has now combined his love for design, and passion for user empathy, to evolve into his role as a UX designer. He helped build and shape the personalization program using Dynamic Yield. His focus is to maximize onsite engagement and conversion, identify personalization and recommendation potential, and optimize for unique user journeys. He drives cross-functional collaboration and leads, manages and executes multiple personalization experiments to support channel initiatives.

Lauren HanafiGlobal UX Lead

Lauren Hanafi leads the Global User Experience Design team for Deckers Brands. She has built an innovative Conversion Rate Optimization program from the ground up that she manages with stakeholders across 5 brands and 3 regions. Lauren leverages user research, consumer insights, and quantitative data for quality, iterative experiment hypotheses that produce highly optimized user journeys. She is fascinated time and again by a/b test learnings, and looks forward to continuing the cross-team collaboration and applying these user behavior insights to grow the program.

Anne DucaleGlobal UX Designer

Anne Ducale has more than a decade of experience in digital design. In her previous roles, she championed the email marketing, personalization, and content management system programs with data-driven design concepts. She has since combined her creative talents with her passion for data science to evolve her role in User Experience and Conversion Rate Optimization. Her specialties in human-centered design and user empathy, as well as her desire to “break the mold” make her an expert in optimizing the user journey with high value a/b test experiments at a global scale for Deckers Brands.