Unifying the digital experience
Gap Inc.'s design system and code base became unmanageable, and created a clunky digital experience
To increase velocity and reduce errors, bugs, and user complaints, Gap Inc.'s digital experiences needed a replatforming.
Our goal: create a customizable, seamless, cross-platform experience
We had an opportunity not only to re-platform, but to unify digital experiences across our channels with feature and UI parity. It also allowed for a more streamlined design process, increasing the speed with which brand partners could customize their individual site and app experiences.
Role & impact
Heavy collaboration with product, design systems, development, research and brand partners
Collaborated with research and product partners in usability and A/B testing
Created and optimized hi-fidelity prototypes
Collaborated with dev and tech to validate tech requirements
Delivered final UI specifications and collaborated with developers to ensure quality
Four brands, one customizable experience
Conceptual customization
The same five screen types — home, shop, category, filter, and product detail — reimagined for each brand's identity (Athleta, Banana Republic, Gap, Old Navy) on top of one shared, unified system.
Consistent but flexible UI for each platform
Final words
This work went beyond aesthetics: it strengthened the digital foundation for all Gap Inc. brands. By unifying the shopping experience across web and app, enabling scalable brand expression, and finding meaningful wins along the way, we delivered an experience that's both cohesive and performance-driven.
