Oldnavy.com and oldnavy.ca

This is the evolutionary work for a $560M online division that started in the US and went international quickly. We conducted usability and user research, kept evolving the site and marketing campaigns. Efficiency was important: could we offer the best shopping experience while being cost conscious? To that end we tested various photography and video approaches to see what resonated best with our customers. We experimented by launching new lines of business online first, such as maternity, women’s plus, petite and tall, that would later inform stores’ sales and merchandising strategy.