Gap Inc. Direct turned to Swim for e-commerce user interface work, starting with a complete redesign of the user experience for all Gap e-commerce properties in 2004. 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 has worked on programs such as "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.