Sr. UX Content Designer – Customer Journey Experience Design at Gap Inc. in SF

Job description

About the Role 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. What You'll Do 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 Engineering in the value streams so that content is an input to what gets built rather than filled in at the end Partner with brand and creative teams so that the product voice and the brand voice are one voice, expressed appropriately for the moment the customer is in Partner with UX Research to test language with customers rather than debating it internally. Comprehension, not preference Work with structured content: content models, metadata, taxonomy, CMS constraints, and translation and localization readiness Raise the standard of content across the team through critique, worked examples, and pairing with designers who are not writers Balance scope, business impact, fidelity, and delivery speed on your own work, and say plainly when a trade-off has consequences for the customer Measure your work. Connect content decisions to comprehension, task completion, conversion, and support contacts, and use the result to decide what comes next Surface where content needs outstrip what one person can cover, so that leadership can see the gaps and plan for them Present your work and the reasoning behind it to varied audiences, and take an active part in critique and design review Use AI to move faster on dra