Sr. UX Content Designer – Customer Journey Experience Design

Gap Inc.•San Francisco, CA

About The Position

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.

Requirements

Substantial experience in content design or UX writing for consumer-facing digital products, with a portfolio that shows how language changed an experience rather than a collection of writing samples
An established practitioner with subject matter expertise in your craft, able to own your work end to end without close direction
Deeply human-centered in how you write and think. You start from what the customer is trying to do and what they are unsure about, and you can show how that changed the words
You have written voice and tone or editorial guidance that other people actually used. You know the difference between a style guide that sits in a folder and one that changes the work
Comfortable on the technical side of content: content models, metadata, taxonomy, CMS constraints, localization, and accessibility standards for language
Creative range. You can write with brand personality and you can write a clear error message, and you know which one the moment calls for
A facilitator. You are comfortable in a room with competing brand interests, and you can help a group get to an answer rather than a compromise
Experience across more than one brand or product line. You can say when consistency serves the customer and when brand expression must take priority
Comfortable working inside a product operating model, partnering with Product Management and Engineering rather than receiving requirements from them
Data-informed. You test language, you measure what changed, and you can explain the impact to partners in their language
Hands-on and fast. You are energized by velocity and you use AI to get to evidence sooner without lowering the bar
Generous with your craft. You raise the standard of writing across designers who are not writers, and you make the people around you better
Comfortable being the first. You want to build this practice rather than inherit one, and you are candid about what is known and what is not

Responsibilities

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 drafting, variation, and audit at scale, and be clear about where it helped and where it did not