I Led Design at Wolt for Delivery as a Service
At Wolt I focused on creating experiences that simplify everyday life for people, while helping businesses grow with smarter operations and happier customers.
⭐️ I built from the ground up In 2021 I joined the New Business group to lead design, and soon owned also product discovery, for 2 product teams (20+ people) dedicated to incubating new businesses: B2B2C Logistics (Wolt Drive) and Benefits (Wolt for Work).
I owned user experience across 5 products (API, web platforms, mobile app) serving different audiences and business models.
⭐️ I drove exponential growth After achieving strong PMF with Wolt Drive, my focus shifted to collaborating closer with the sales org to shape product ops thatunlocked growth. I streamlined onboarding, optimised user experiences, and shipped new features that scaled the business to 1 million deliveries in first 2 years (2022, 2023), and 10+ million in year 3 (2024).
⭐️ I shipped business innovation In 2024 I led Wolt Drive business expansion in consumer market with C2C delivery peer-to-peer delivery. I envisioned and launched the Packages MVP onWolt app. It piloted successfully in Finland and quickly rolled out in Europe, Israel, Japan.
⭐️ I shaped strategic evolution In 2025 I crafted a new product experience vision for Wolt Drive to gain market share in eCommerce delivery. My work was critical to our success gaining executive greenlight for a new business, Wolt Parcel. The new vision created enough excitement to redefine Wolt Drive’s position inside Wolt: from being a “startup” inside a large company, to becoming a broader business Commerce Platform and strategic pillar.
Packages Service innovation on Wolt app
I pioneered Wolt consumer business. Introducing:
Peer-to-Peer Delivery
⭐️ 4.6/5 user rating
📊 3 months pilot = Converted 1% all users in Finland Press release
🚀 6 months = Rollout in Israel with 1.500 deliveries in first week only!
Role Product management (Discovery), Design Leadership
Goal Explore opportunities for Delivery as a Service in Wolt consumer business.
I led market research, framed user needs, defined opportunity, key hypothesis and pilot goals.
This work secured buy-in from C-level leadership and funding for product development.
I crafted experience vision, delivery operations blueprint, flow prototypes, engaged users through the process in scoping, co-creation, validation, usability testing.
I directed branding, design management for 5 designers, engineering team throughout mvp implementation. I co-led GTM alignment across Product, Business, Marketing, Operations.
Previously
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2019—2021
I supported business development with proposal scoping, resourcing, pitching.
I planned and facilitated projects, design sprints, workshops, managed stakeholder communication. I balanced vision and design direction, hands-on execution, team collaboration, ensured final design quality.
I developed employee experience processes, implemented a company-wide personal development framework, design competence trainings, recruited and onboarded design talent. -
2014—2019
Specialized in branding, experience design and growth hacking for eCommerce (Shopify, WooCommerce, Wordpress).
Worked closely with strategists and engineers to launch new digital services 0—1, and incubate lean startup processes & ways of working.
Select clients: Helen, Fazer, Kemira, Halti, Turo, Minna Parikka, Posti. -
2015—2016
Coached early stage startup teams participating in a Health & Wellness Accelerator Program.
Topics: service design, branding, concepting, prototyping.
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2012—2013
(Fjord contractor)
I supported 2 different businesses:
Wellness business unit (Nokia HQ, Helsinki) & Location and Commerce (Nokia Maps, Berlin).
I designed products for web and Android, Windows Phone mobile platforms.
I performed quality assurance & usability auditing of apps on Nokia appstore across European and Asian markets. -
2011—2014
I consulted and collaborated with large enterprises across the Nordic countries and Germany, for digitalisation and service innovation.
After the Accenture Interactive acquisition of Fjord, I focused on Switzerland and Denmark markets
Selectc industries: Finance, Media, Telco, Pharma, Retail. -
Established design leadership foundations | Joined Groweo to bring structure, clarity, and end-to-end ownership to product design. Defined the design operating model, clarified decision boundaries, and introduced governance to elevate design from execution to leadership.
Drove business vision into product roadmap and concepts | Translated high-level AI and business ambitions into structured product concepts, zero-to-live configuration flows, and scalable experience models for diverse SMB use cases (e.g., service businesses, booking-driven operators).
Built scalable UX architecture for 5.0 | Designed the foundational “Studio” configuration logic, defining how SMBs model their business, set goals, and activate AI-powered growth flows — ensuring the system scales across industries and maturity levels.
Elevated design quality & coherence | Strengthened UX consistency, design standards, and cross-functional collaboration. Shifted design conversations from UI preferences to problem framing, usability, and measurable customer value.
Developed design talent & team maturity | Recruited and mentored senior and mid-level designers, raising craft standards and product thinking capabilities. Transitioned the team from reactive execution to structured, insight-driven design work.
Bridged product, technology & business alignment | Facilitated roadmap prioritization, clarified problem framing, and aligned product initiatives with business objectives — while protecting user-centric decision-making within a founder-led environment.