I helped Gap inc. define the foundational design system for websites and mobile apps for all four brands: Gap, Old Navy, Banana Republic, and Athleta. User Feedback and Data Driven designs helped us achieve very successful conversion rates.
Case
The Challenge
Managing multiple brand identities within a shared store platform created fragmented experiences and inefficient development workflows. Each brand had its own patterns resulting in disjointed and inconsistent usability.
My Role
Design Iteration and Research
Data, User feedback and Testing is essential to validate our explorations and uncover gaps in benchmarks. Research allows innovative designs to make incremental improvements for customer needs.
Foundational Design
We ran continuous cross-brand audits and testing to build unified, accessible design system components for a scalable foundation UI for all brands.
Gap
Using Baymard Institute’s research gave us evidence-based benchmarks to evaluate which components met e-commerce best practices. This ensured our design system improvements were not only consistent with the industry but aligned with patterns proven to boost usability and conversion.
Banana Republic
Inspired by the editorial feel of a lookbook, the single-column gallery uses large imagery to showcase photography. Personalized styling recommendations support style discovery, enabling informed comparisons and helping customers find new essentials with ease.
Old Navy
Recognizing that Old Navy customers value both clarity in pricing and confidence in quality, we designed a layout featuring prominent imagery supported by a redesign of customer reviews.
Athleta
Rooted in performance wear, material and size information options were redesigned to empower customers with their purchasing decisions.
Navigation
Learnings
