The Gap had a mobile app that was adequate but, didn't reflect the brand's style or its reputation as a fashion and trend-setting company. We developed an new app around a minimal, and distinctively Gap UI with updatable backgrounds to reflect seasonal products and current brand-campaigns.
Combining the core identity with audience research, a simple grid provided the system that let Gap tell a wide range of stories and gave users to a flexible shopping experience.
Users have full access to shopping, a style consultant, and a mobile magazine called Gap Life to let customers know about new trends at The Gap and in the fashion world.
Users can purchase items or save "virtual outfits" for later. They can then share their choices through social media, soliciting feedback from friends before committing to a purchase.
