Gap Inc. / Old Navy
Principal Designer | Sr Design UX Manager
2019-2023

The Opportunity

Customer returns and negative sizing feedback were damaging Old Navy's reputation and market position. Our mission: create an innovative omnichannel experience with cutting-edge fit tools to help customers find their perfect fit, starting with denim.

My Leadership & Contribution

I led the design sprint that became the foundation of Old Navy's Fit Initiative, revolutionizing how customers experience the brand across retail and digital platforms. In this role, I guided a talented team of 15 cross-functional experts, driving the creative vision for omnichannel prototypes. These efforts prioritized innovative digital solutions throughout the customer journey, while also establishing Gap Inc.-wide sizing standards. Our work not only set new benchmarks for service design but also ensured a consistent, customer-centric approach to fit and usability.

Solution Approach

Blended research with real-time prototyping, launching in California before scaling across North American stores and digital channels.

Impact

Transformed fit information delivery across all marketing touchpoints
Introduced breakthrough digital solutions in-store and online
Delivered $120M+ in savings through enhanced customer retention and reduced returns
Setting the foundation for unified sizing standards and service UX across all Gap Inc. brand

Championing Old Navy's 'Active for The Family' Initiative

The Opportunity

Old Navy sought to differentiate its activewear category in a competitive market. Our objective: develop a comprehensive 3-5 year omni-channel strategy that would democratize wellness for families in authentic Old Navy style, guided by customer research and user-centered design principles.

My Leadership & Contribution

I directed the long-range plan from initial concept through pilot implementation, created all UX omni prototypes, and coordinated with over 35 cross-functional teams during store testing phases.

Solution Approach

We integrated in-depth customer research with real-time prototyping, beginning with a focused design sprint and in-store UX testing in California before expanding to 30 retail locations across North America.

Our comprehensive strategy encompassed multiple dimensions:

• Product strategy development

• User experience design

• Visual merchandising innovation

• Marketing integration

• Seamless digital and in-store experience alignment

Impact

The resulting long-range strategy successfully aligned with Old Navy's mission to democratize wellness for families, creating a distinctive position in the activewear market that reflected the brand's authentic style and values.

Introducing Old Navy's O.N.L.Y. Initiative


The Opportunity

Most customers feel more confident trying on intimates in-store to evaluate their quality. How could we transform Old Navy stores into showroom-style experiences that guide shoppers online? And, how could we rival Aerie as the go-to destination for everyday self-care essentials?

My Leadership & Contribution

I led an inspiring team of 20—from VPs to strategists—to craft the vision and prototypes for O.N.L.Y. Together, we shaped an experience aimed at supporting diverse customer shopping modes with elegance and ease.

Solution Approach

I combined detailed research with rapid prototyping to find solutions, launching a design sprint that brought concepts to life. I also led live testing in California stores to see how well our ideas worked in real customer settings. The project covered many areas:

• User Research: Gathered insights to understand what customers want.
• Product Design: Created products that are functional and easy to use.
• Team Training: Prepared store employees to deliver a great experience.
• Store Layouts: Designed spaces that make shopping more enjoyable.
• Visual Merchandising: Organized displays to make products easy to find.
• Marketing Strategy: Developed simple plans to share the brand’s message.
• Service UX: Improved how in-store and online shopping work togethe

Impact

Early testing, backed by qualitative and quantitative data, revealed that O.N.L.Y. wasn't a viable investment. This demonstrated the value of testing to make informed decisions and refine strategies before scaling efforts.

Leading Old Navy's Bodequality Revolution 

The Opportunity

Over 65% of women’s shoppers in North America wear an average size of 16, yet this segment was largely underserved. Old Navy faced a key challenge: how could it design a size-inclusive collection that established the brand as the leader in the plus-size market while attracting a new group of customers?

My Leadership & Contribution

I led extensive design research, prototype development, and UX strategy to create the size-inclusive "Bodequality" omni-channel experience. My role involved overseeing the entire process and ensuring that every aspect of the project reflected inclusivity and met the needs of the target audience.

Solution Approach 

Through hybrid research and live prototyping, we began with deep user studies and design sprints at HQ. Testing expanded to California, scaled to 60 US stores, and eventually launched across the full North America fleet and digital platforms.

The project covered many areas:

• User Research: Conducted detailed research to understand customer needs.

• Inclusive Layouts: Designed functional in-store spaces for all sizes.

• Team Training: Prepared store staff to deliver an inclusive experience.

• Visual Consistency: Ensured cohesive and clear product displays.

• Targeted Marketing: Developed strategies to reach a broader audience.

• Omni-Channel UX: Improved digital and in-store shopping interactions.

• Service Design: Created seamless customer journeys across platforms

Impact

The 'Bodequality' initiative demonstrated significant potential and set Old Navy apart as a pioneer in size inclusivity. By offering every size at a uniform price, the project propelled Old Navy to become the fastest-growing brand in the North American plus-size market within a year.

Pioneering Old Navy's Imagine Lab


The Opportunity

Old Navy was spending significant resources on omni-channel testing. The need for faster, cost-effective solutions led to the idea of a dedicated testing space. By creating "The Imagine Lab" at HQ, the brand could prototype and test innovations rapidly, saving millions and reducing risks. Its location also offered direct visibility and influence with senior leadership at Old Navy and Gap Inc.

My Leadership & Contribution

I led a team of 25 diverse professionals, from Vice Presidents to strategists, to bring this visionary project to life. Together, we developed and executed the strategic plan for "The Imagine Lab," which became Gap Inc.'s first fully modular, high-touch store designed for experimentation and innovation.

Solution Approach

The project moved from concept to launch through a carefully structured process. This included detailed research, rapid prototyping, an intensive design sprint, and the creation of digital prototypes, ultimately leading to the rollout of a fully operational lab store.

Focus Areas Key areas of focus included:
Design Strategy: Setting the direction for innovation and testing.
Store Design: Creating a flexible and modular physical space.
Fixture Design: Developing adaptable store fixtures.
Visual Merchandising: Planning cohesive and functional product displays.
Team Training: Preparing employees to operate the lab effectively.
Marketing: Promoting the lab’s goals and successes.
Service UX: Ensuring a smooth experience for both testing and customers.

Impact

"The Imagine Lab" became a vital tool for Old Navy, enabling the brand to test and refine ideas rapidly while minimizing risk. It also remains a key marketing asset, showcasing Old Navy's commitment to innovation and adaptability.