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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 > PRODUCT DETAIL PAGE
PRODUCT DETAIL PAGE
STROILI, 2025
My role - product designer
Scope - ui, design systems, brainstorming
CONTEXT
Stroili is the Italian largest jewelry chains. Its loyalty program counts 4.6M members. The PDP (Product Detail Page) is a key step in Stroili’s online and offline buying journey. Although only ~5% of users purchase online, many use the PDP to research products before buying in-store — making it an important decision-support and trust-building page.
PROBLEM
After a full PDP redesign, analytics revealed performance issues: higher exit rate, lower add-to-cart rate, longer load time, rage clicks on non-interactive elements, reassurance & payment info hidden below the fold, recommendations section had interest but low visibility.
MY ROLE
- Designed an alternative PDP proposal and a long-term vision version
- Created wireframes, UI and interactive prototypes in Figma
- Contributed in ideation workshops
- Presented rationale to the PM and brand stakeholders
- Creating protocole and prepare user studies (in process)
APPROACH
I combined analytics, previous interviews and competitive benchmarking to reframe the problem from: “increase conversion” to “design a clear, reassuring, and frictionless decision space — for online and in-store shoppers”. I prioritized: information clarity, visual hierarchy,reassurance elements (delivery, warranty, payment options), access to alternatives & recommendations.
Out of scope: backend logic & recommendation algorithms.
SOLUTION
I redesigned the PDP structure with a focus on hierarchy and usability: sticky Add to Cart to reduce friction, clear separation between interactive vs static content, reduced visual noise (banner + tag consolidation), reassurance & recommendations moved higher on the page, layout simplified while respecting business and legal constraints.
IMPACT
Positive alignment with PM and brand stakeholders, clearer shared product vision for the PDP, defined next steps for testing and implementation.
Upcoming testing will focus on: findability of key information, hierarchy clarity, interaction with reassurance & recommendations.
THIS PROJECT TAUGHT ME
This project helped me understand how design maturity grows within large organizations and how UX culture evolves over time.
I strengthened my skills in:
UX structure
UI hierarchy
Design system usage