Gap's New Loyalty Program
GAP INC.
A deeper dive into a recent redesign of a main landing page for Stitch Fix.
As a Senior UX Designer at Gap Inc., I led design initiatives for the company’s NEW multi-brand loyalty program across four brands—Gap, Old Navy, Banana Republic, and Athleta—spanning app, mobile, and desktop experiences. I conducted user testing to validate concepts and enable rapid iteration, ensuring designs met both user needs and business goals.
Collaborating closely with product managers and developers, I delivered cohesive, data-informed experiences designed to strengthen customer engagement and loyalty across all brands.
OUR PROJECT GOALS
Value and Relevance
The loyalty program needs to feel relevant whether you're the top tier or the bottom tier of the program
Gamification and Motivation
We wanted the program to feel new and exciting - allowing clients to work toward exciting rewards
Ease and Consistency
We worked hard to make earning and redeeming rewards simple and intuitive across all channels.
RESEARCH TO VALIDATE DESIGNS
I helped design and test a new rewards marketplace that introduced multiple reward types and redemption methods, ensuring the experience remained intuitive and easy to navigate. Through user testing and rapid iteration, I validated that customers could seamlessly discover, understand, and redeem rewards while maintaining consistency and engagement across all four brands.
In my most recent test we learned about where customers prefer to delete reward items from their bag during checkout.
BUILD FOR 4 BRANDS
Designing for four distinct brands—Gap, Old Navy, Banana Republic, and Athleta—within a single unified rewards program presents a unique UX challenge. Each brand has its own visual identity, tone, and customer base, yet the loyalty experience must feel cohesive and consistent across all touchpoints.
Balancing these differences requires designing flexible components and scalable patterns that align with four separate design systems while maintaining a shared architecture, ensuring the rewards experience feels both brand-authentic and seamlessly unified for customers moving between brands.
BEYOND BETA
This project is very much in flux. We’re currently in phase two of the project, which includes developing a more personalized filter experience, a detailed Rewards Detail Page, and a fully redesigned client hub featuring video, a dynamic rewards marketplace component, and other enhancements to deepen engagement across all four brands.