No beginning, no end

A shopper could almost get lost navigating through the sprawling home page of Gap Inc.’s iPad app. With no beginning and no end, a swipe left, right, up or down just reveals more content with links to clothing and videos. Imagine a globe that spins in any direction. Now imagine that flattened out to display on the iPad screen. With no boundaries, consumers are constantly engaged in searching for products. The retailer is taking a social approach to its app, enabling iPad shoppers to share videos, photos or Gap items they especially like on Twitter and Facebook. Buying a product is simple. A tap of a button at the bottom of the app takes the consumer to a page where products are sorted by gender and type, such as shirts and pants. From there, consumers can make purchases.