Sr. UX Content Designer – Customer Journey Design

About Gap Inc.

At Gap Inc., we create culture as much as we create clothes. Our ambition is to become a high-performing house of iconic American brands that shape culture.

Our portfolio-Old Navy, Gap, Banana Republic, and Athleta- each brings a distinct point of view to how we show up in the world and serve our customers.

Old Navy democratizes style with quality and value for all. Gap champions originality through essential pieces that celebrate individuality. Banana Republic is rooted in a spirit of discovery, creating modern pieces inspired by craftsmanship and travel. Athleta champions the Power of She through confidence, strength, and movement.

We're driven by a shared purpose: to bridge gaps-between people, perspectives, and possibilities-to create a better world.

We're building a team that performs at a high level-people who think boldly, take ownership, and turn ideas into impact. If you're ready to learn fast and help shape what's next, you'll fit right in.

As a senior content designer within our Experience Design organization, you will own how our brands sound in the product experience. Across four brands and every stage of the customer journey (discovery, browse, product detail, checkout, post-purchase, and lifecycle) you will write the content customers read, and define the voice, tone, and editorial guidance behind it.

This is a shared capability rather than a role inside a single value stream. You will work across the brand journey leads and the design system team, and you will help decide what content is shared across brands and what stays brand-distinct. Getting there is as much facilitation as writing: sitting with people who have competing brand interests, finding the answer that serves the customer, and writing it down so that it holds.

You will be the first content designer in the function, which means building the practice rather than inheriting one: the guidelines, the content patterns in our design system, and the habit of testing language with customers instead of debating it internally. You will be hands-on throughout, carrying the highest-leverage flows yourself, and you will have support from UX leadership in setting the standard.

The craft we are looking for combines two things. You are deeply human-centered in how you write and think, starting from what the customer is trying to do and what they are unsure about rather than from a brief. You are also comfortable on the technical side: content models, metadata, taxonomy, the constraints a CMS puts on what you can say, localization, and the accessibility of language itself.

You will thrive in an environment where the distance from conversation to prototype to insight is measured in hours, not weeks, and AI is the accelerant. AI will write plausible copy at volume all day, which makes judgment about what is worth saying the scarce skill rather than the throughput. You see AI as a craft multiplier, and you are clear about where human judgment and real customer evidence still have to do the work.

• Write and edit the content in our customer journey experiences: navigation and labels, product detail, checkout, errors and empty states, and the moments that carry brand personality
• Define voice and tone for our brands in the product experience, and write editorial guidance that people who are not writers can actually use
• Work with the brand journey leads and the design system team to help decide what content is shared across brands and what stays brand-distinct. Facilitate the conversation and document the outcome so it holds
• Build content into the design system: content patterns, component-level guidance, microcopy standards, and the accessibility of language
• Partner with Product Management and…