Rapid Sprint POC Project
Personalization in the
Old Navy Mobile App
Project Overview
This project was one part of a three-pronged personalization strategy for Gap Inc.’s mobile apps. Each concept was scoped into a two-week sprint to explore, design, and prototype, enabling the research team to run quick user tests. I focused on personalization, with primary attention on the home screen, category page, and wishlists, using Old Navy as the test brand.
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The Design
Features
Onboarding
The flow begins at first-time app launch. I included a streamlined onboarding that captured key personalization inputs (e.g. who you shop for, departments of interest) while offering optional account creation—an intentional contrast to competitors that force sign-up. Skipping was also allowed to avoid bounce risk, based on prior user feedback around friction at this stage.
Personalized Home
Top Widget: Rewards, Offers, Preferences
The flow begins at first-time app launch. I included a streamlined onboarding that captured key personalization inputs (e.g. who you shop for, departments of interest) while offering optional account creation—an intentional contrast to competitors that force sign-up. Skipping was also allowed to avoid bounce risk, based on prior user feedback around friction at this stage.
Personalization Prompts
Lightweight prompts ask users for info like size or category interests, rewarding participation with loyalty points to drive engagement and data collection.
Store-Aware Inventory + Reservation Perk
A geo-tied module highlights inventory from the nearest store. I introduced an exclusive Reserve in Store feature that’s unlockable with points—framing it like a “fast-pass” to drive interest and FOMO. Locked buttons still invite taps, which trigger informative tooltips.
Onboarding
The flow begins at first-time app launch. I included a streamlined onboarding that captured key personalization inputs (e.g. who you shop for, departments of interest) while offering optional account creation—an intentional contrast to competitors that force sign-up. Skipping was also allowed to avoid bounce risk, based on prior user feedback around friction at this stage.
