Immersive Online Retail
Gap, Inc.’s multi-brand re-design
In Brief
I lead the “Onesite” redesign for Gap Inc’s multi-brand e-commerce experience. My role primarily focused on interaction design, visual design, and design system work, including partnering with 5 brands to bring forth more brand expression to an aged experience in need of a breath of life.
The current experience lacked any semblance of brand recognition which would further tie the rich, immersive store experience with that of the one customers interact with online.
Team
As co-lead in the UX team, I was involved in the full end-to-end design including needs-gathering, benchmark research, co-creation, early exploration, mockups and prototyping, usability testing, and rounds of implementation pairing alongside Engineering.
I forged a new partnership with all 5 brand teams, leading the way to a modernized online experience. Additionally, I worked with Engineering leaders to shift how the central digital team builds experiences, fostering a mobile-first, customer-centric approach that leverages components to build consistent interactions and visual patterns, reducing cognitive load and increasing usability. Ultimately leading to increased revenue per visit.
Overview
With the launch of this work, a completely re-built front end accompanied the new design. I lead the strategy and execution of creating the design system ground-up on which the new React-based front end was reliant.
Emphasis on the design was placed on the mobile-first experience, optimizing for user needs as they evaluate products and complete checkout.