Though highly regarded at their launch, Gap Inc. Direct’s online stores had fallen behind the competition. The task was therefore to incorporate new features (such as zoomed images and alternate views), rework the information hierarchy to be more accessible, and to add additional content to each page. All this while maintaining the well-received interaction model, adhering to some very complex back-end demands, and keeping a distinctly flexible system that could scale and skin for each of the family’s separate brands (Gap, Banana Republic, Old Navy, and Piperlime).
