The Project

 
 

redesign the Gap Inc. Rewards Hub

This project focused on redesigning the Rewards Hub for Gap Inc. brands. Our goal was to create a user-friendly, scalable loyalty destination that consolidated scattered information, simplified navigation, and encouraged greater customer engagement.

 
 
 

Where do I fit in?

My Role
Lead UX Designer for all Gap inc. Loyalty

Responsibilities
Design & Deliver Reward Hub for all 4 brands on app + web

Engaged with
Business, Strategy, Operations, Engineering

 
 
 

The Problem

 
 
 
 

Current State

The current Rewards Hub was launched as an MVP without a data-driven foundation; an experience audit identified several gaps and pain points across the experience.

 
 
 
 

the Business Problems

Gap inc. was suffering from declining user retention, poor understanding of its rewards program and difficulty scaling an inflexible system.

 
 
 
 
 

The User Problems

Audits across web and app uncovered core usability issues that made the experience difficult to understand, navigate, and use.

 
 
 

Internal Alignment

 
 
 
 

From Problems to Opportunities

Stakeholder workshops helped align on future goals and capabilities, turning identified pain points into actionable opportunities

 
 
 
 
 

Strategic Alignment

Three key opportunity areas emerged around clarity, functionality, and architecture, with the goal of creating a more intuitive, usable, and effective experience.

 
 
 

UX updates

 
 
 

Hub Versus Tab Arhcitecture

Changing from a tabbed architecture to centralized hub improves navigation and content categorization.

 
 
 
 
 

Shorter User Journeys

Moving to a hub approach shortened core user journeys by as much as 50%+

 
 
 
 

System Consolidation

Reduced redundant component and interaction variants by consolidating functionality into flexible, multi-state components that support all use cases.

 
 
 
 
 

Improved Content Legibility

Changing from hard to scan matrix to compact carousels Helped to Reduce the page length by over 30% on app & mobile web

 
 
 
 
 
 

Full design system build

Once issues around Information architecture, functionality and legibility were addressed we built out the design system from the atomic level.

 
 
 

App + Web

We ensured full parody across app & web both for look and feel but also architecture and navigation

 
 
 

Brand Theming

Brand styling was applied to each App

 
 
 

Customer Validation

 
 

User TEsting

Gap Inc. Rewards members participated in usability testing to evaluate deal discovery, personalization, points redemption, and offer application experiences.

 
 
 
 
 
 

Adding & Editing Information

Tasks such as adding your birthday or setting your store were clear to users who said they liked being able to add and edit information without being pushed to another page.

 
 
 
 

Comparing Benefits

Shoppers suggested that adding a benefits comparison feature to the Rewards Hub could improve their experience and help them better understand their choices.

 
 
 
 
 
 

Time-Sensitive Offers

According to test users, the time-sensitive offers were easy to find and apply. The card design, with striking graphics and bold red text for expiration dates, effectively caught their attention and communicated the urgency of these actions.

 
 
 
 

User Testing Results

User testing validated that the new Rewards Hub experience better supports user goals, driving outcomes that align with key business objectives.

 
 
 
 

Final Results

 
 
 

The New Rewards HUb

  • Better architecture surfaced rewards more effectively

  • Improved functionality streamlined the user experience

  • Improved content clarity enabled more informed shopping decisions