Users spend a lot of time browsing and less time buying. It's hard to find the right style, size, and color since the user has to drill all the way down to a product page to check on details and availability. In addition, the site structure is so rigid that merchants are not able to rapidly update the site with new styles and arrange them in a manner that makes shopping fun and exciting.
Using past research data, as well as conducting our own iterative
testing, we developed new browsing and shopping tools. Testing
was conducted in an in-house lab and team which worked hand
in hand with the design team through
all steps of the project. In addition, we worked very closely
with online merchants to ensure that the system we designed
is flexible and fast enough
to adapt to changing fashions.
We developed a modular, flexible and extensible design system that could be adapted to all three Gap Inc. brands (Gap, Banana Republic, and Old Navy). The guidelines had to take into account the varying needs of the three brands, many different size models and product types, as well as providing the merchants tools such as mix & match, outfitting, an inline shopping bag and custom sorting.