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Gap Inc. Gifting
2019
How Can We Win December?
Summary
Gap brands (except Old Navy) were underperforming when it came to customer gift spending during December.
Project Goal
To help customers feel confident in purchasing meaningful gifts for a person they care about.
Tactic
Using e-gift cards as a solution to win gifting.
Result
Short, mid, and long-term strategies centered on discoverability, incentives personalization features, and highly visual gifting experience.
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
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