Find More In-Store
Retail "out-of-stocks" cost the industry an estimated $634 billion annually, benefiting online competitors like Amazon. To address this at Gap Inc., I designed a feature for Old Navy's app using RFID-enabled price tags to provide real-time in-store product location. Out-of-stocks be gone!
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Project Role: Lead Designer (Independent)
Client: Old Navy
Year(s): 2018
This project was completed as part of a summer internship at Gap Inc.
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Customers often have trouble finding the correct sizes of items they like while shopping at Old Navy, even though the items are in stock.
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A feature on Old Navy's app, with which users can scan product tags in stores to locate where the additional stock may be in real-time.
Project overview
I began by exploring customer interactions across physical and digital platforms, revealing discrepancies between expectations and experiences, especially regarding product availability. This highlighted product unavailability as a major pain point. Leveraging innovations like RFID technology, I proposed integrating RFID tags in price tags with the store's mobile app, giving customers real-time product location visibility and enabling independent in-store navigation. Iterative prototyping progressed from paper prototypes for rapid testing to mid-fidelity Balsamiq prototypes. User testing, guided by a questionnaire, informed further refinements. A high-fidelity prototype, built in Adobe Illustrator and InVision, incorporated user feedback for an intuitive interface.
The resulting app connects customers with in-store products, offering a convenient, empowering shopping experience and addressing product accessibility challenges. This not only enhances the shopping experience but also fosters customer agency. While some may still prefer associate assistance, the app provides a self-service, digital-first alternative.
