Gap Inc. Gifting


How Can We Win December?


Gap brands (except Old Navy) were underperforming when it came to customer gift spending during December. I conducted research focusing on the psychology around gift-giving. One top insight was that gift cards existed in an in-between space of being valuable but not valued. This emerging pattern resulted in a series of provocations and experiments.


Project Goal

To help customers feel confident in purchasing meaningful gifts for a person they care about.


Using e-gift cards as a solution to win gifting.


User testing indicated key behaviors customers would do and features they liked and would use. From these learnings, the next steps were suggested to leadership.

My Contributions

Planned, conducted, and synthesized all of the research.

Helped to formulate a business strategy from research insights. Then engaging and attaining internal partners interested in next steps.

Made prototypes and a survey to test cross-brand customers on personalizing e-gift cards.

Art directed the UX/UI of the e-gift card/donation site.

Provided assets to Banana Republic to amend the main website to promote an experiment.

Team and Partnership Evolution

Just Me (Sr UX Designer) at first.

Me + Dir Product Mgmt

Me + Dir Product Mgmt + Sr Strategy Analyst

Me + Dir Product Mgmt + Dir Store Ops + Manager Payment Operations

Me + Dir Product Mgmt + Dir Store Ops + Manager Payment Operations + VP GM Online

Me + Dir Product Mgmt + Dir Store Ops + Manager Payment Operations + VP GM Online + Dir Web Production + Dev team. External: + Sr Dir Strategic Partnerships + UX Designer

Continue onto: