Gap Brands, One System
Gap Inc.’s portfolio of brands—including Gap, Old Navy, Banana Republic, and Athleta—each had unique front-end experiences that led to design inconsistencies, high maintenance costs, and slower performance. As part of a company-wide digital transformation, we moved all brands to a Headless UI architecture & theming, modernizing the shopping experience while ensuring flexibility, scalability, and a seamless customer journey.
Role:
Sr. Product Designer - Collaborated with all designers, product managers, and devs
PDP Buy Box
Designed a standardized yet flexible Buy Box that adapts across Gap Inc. brands, ensuring a seamless shopping experience while maintaining brand differentiation. This reduced design and development complexity, improved usability, and created a more consistent buy box flow across all sites.
Gen AI-Powered Review Summaries
Aggregated customer feedback into digestible takeaways, helping users quickly assess product fit. By creating a single, unified review summary experience, we accelerated the adoption process across all brands, enabling faster implementation and reducing redundant development work. This approach also provided the flexibility for each brand to tailor insights based on their unique product offerings while maintaining a consistent, intuitive user experience.
The move to Headless UI and AI-powered enhancements creates a faster, more adaptable, and data-driven shopping experience across all Gap Inc. brands:
40% faster page speeds reduced friction and improved conversion rates
Reduced maintenance costs by consolidating UI components and eliminating inefficiencies
Seamless scalability enables rapid feature rollouts across brands without disrupting user experience
This transformation future-proofed Gap Inc.’s digital experience, ensuring that every brand delivers a high-performing, intelligent, and user-centric shopping journey.
© 2025 by Sotera Costello