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Alona Zhemchugova
alena.zhem@gmail.com
Linkedn

Hello, I’m Alona — a product designer with a background in graphic design. I’m now focusing on UX and product thinking, and I really enjoy making complex flows clearer and easier to understand. I’m still growing in this field, learning fast, and building work I can genuinely be proud of. Now in THOM (Histore d’Or, Stroili, Orovivo, Marc Orian, Agatha).  

Beyond work, I’m a mom, a philosophy learner, and someone who enjoys telling stories through photo.

CV
SELETED WORK > LOYALTY PROGRAM

LOYALTY PROGRAM
STROILI, 2025

My role - product designer
Scope - ux design, design systems, ux research,
        product strategy



CONTEXT

Stroili is the Italian largest jewelry chains. Its loyalty program counts 4.6M members and generates strong business value, with loyalty customers showing a higher AOV (€82.74, +€22 vs non-members).

However, the program is distributed across online and retail channels and relies heavily on promotions.


PROBLEM

Despite scale and revenue contribution, the program was expensive to maintain, not effectively improving retention or purchase frequency, perceived as complex and unclear by users
The business needed to validate whether the new loyalty rules and value proposition were understandable, motivating, and fair before launch.




MY ROLE

  • Translated a complex written loyalty program proposal into a website-like experience
  • Designed the test prototype using the existing design system
  • Defined the research protocol
  • Recruited participants and conducted user interviews
  • Synthesized insights and presented recommendations to the brand team




APPROACH

I created a website-style prototype and conducted concept testing interviews to assess program comprehension, perceived value, and fairness of rewards across different customer profiles.



SOLUTION

We identified effort–reward imbalances between tiers, validated preference for a rolling-year points model, clarified benefit structure, and refined value communication.



IMPACT

Insights from the study triggered cross-functional discussions with the finance and legal teams and directly informed strategic decisions about the direction and rollout of the loyalty program.


THIS PROJECT TAUGHT ME

  • Loyalty is about relationship, not just discounts
  • Constraints (legal, finance, CRM) shape design decisions
  • Testing early prevents costly mistakes
  • UX can influence strategic business decisions

I strengthened my skills in:
UX research and synthesis
Designing rule-based systems
Stakeholder communication
Translating complexity into clarity




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