Alana Fialkoff

About Alana Fialkoff

I\'m Alana and stories make me tick. From pixels to pages, I\'m a cat-loving word nerd with a knack for all things narrative. Brand and product storytelling. Intuitive information architecture and navigation. Approachable end-to-end user experiences. I\'m passionate about the iceberg work that goes into every word and component you see on screen.You name it, I craft it: UX content, D&D campaigns and backstories, creative fiction, video game narratives. If there\'s a story to shape, to tell? I\'m there.

Experience

1. Senior Content Designer

   Target

   Jul 2023 — Present

   I\'ve had the privilege to work on many top business priority workstreams throughout my time at Target.Account (2023 – 2024): Co-led the ideation, scoping, creation, and promotion of passkeys, allowing guests to sign in to their account using biometrics or security keys. Led information architecture discovery, including card sorting, tree testing, and user interviews. Set and socialized terminology standards for features like Wallet and shopping partners.Cart & Checkout (2023 – 2024): Contributed to efforts that drove $45M+ cost savings and avoidance in 2023 alone, including \"Buy now\" in one click on PDP, Paypal Pay-in-4, out of stock recovery solutions, and \"Get it Now Assistant\", a conditional alert-based system that optimizes faster item delivery and saved Target $14.5M ship cost avoidance in 2023.Target Circle revamp (2023 – 2024): Contributed to program design, benefits testing and articulation, and in-depth UX flows for the new Target Circle program, with a focus on Target Circle Card. Advocated for data-based to drive program style guide and toolkit decisions, in partnership with marketing and legal.AI strategy (2024 – now): Led discovery and creation of Target\'s first chatbot content design toolkit, strategic standards and message frameworks for generative AI and chatbot initiatives. Co-led the creation of Target\'s first guest-facing chatbot on PDP, the AI shopping assistant.Inspire & Motivate (2024 – now): I\'m leading content design and strategy at top of funnel, exploring how Target can mirror our in-store magic online. I\'ve supported the redesign of homepage storytelling, shaped content strategies with qualitative content testing, and driven ontology discovery that led to guest-centered changes in our site taxonomy.Store Mode (2025 – now): Leading content design for distracted, in-person shopping experiences. Co-led out of stock recovery and auto-launch initiatives, projected to bring $45M incremental enterprise demand by end of year.

Education

• Boston University

  Bachelor of Arts - BA, English Literature

  2016 — 2020