Swim has collaborated with Gap Inc. on numerous projects since 2004, starting with the complete redesign of the user experience for all Gap e-commerce properties. When the new site design launched in Fall 2005, it garnered rave reviews from the New York Times (“…a spate of promising innovations…”) and Carrie Johnson, a retail analyst with Forrester Research ("Gap’s new sites leapfrog every other retail site out there today”).
Since that initial engagement, Swim’s involvement has resulted in the instantiation of universality (a single shopping experience for all of Gap Inc.'s brands), new interaction and visual design for the product page, integration of the acquired Athleta brand, and user interface improvements for a range of internal content management tools. Swim continues to be involved in new e-commerce initiatives.