I’m Leading Design at Wolt for Delivery as a Service
I took part in a unique growth story navigating DoorDash acquisition, witnessing Design scale 15→60, global business expansion.
⭐️ Built from the ground up I was hired in 2021 to lead product design for 3 new products, launching the “Wolt Drive” logistics business.
⭐️ Drove exponential growth I optimized consumer and business user experiences for scale. Achieved 1 million deliveries (2022–2023) then 10+ million (2024) across Europe, Israel, Japan.
⭐️ Shipped business innovation In 2024, I built “Packages” peer-to-peer delivery. For the first time, it disrupted the Wolt app from a commerce platform towards a “Super app” service platform.
⭐️ Facilitated business expansion In 2025, I led strategic work on Wolt Labs, shaping product vision for eCommerce delivery. It was leveraged for securing C-level investment to expand Wolt Drive as a broader “Commerce Platform”.
2024 Packages Service innovation on Wolt app
I pioneered Wolt’s consumer business with peer-to-peer delivery.
⭐️ 4.6/5 user rating
📊 3 months Converted 1% all users in Finland Press release
🚀 6 months Expansion to Israel 1.500 deliveries first week and Japan
Role Product Discovery, Design Leadership
Goal Explore opportunities for Wolt consumer business with Delivery as a Service.
I led market research, framed user needs, key opportunities, hypothesis and goals.
This work secured buy-in from C-level leadership and funding for product development.
I crafted experience vision, service operations blueprint, flow prototypes, and engaged end-users along the way for MLP scoping, co-creation, validation, usability testing.
I directed branding and marketing, managed implementation across 5 designers & engineering team and GTM alignment across Business, Product, Tech, Ops.
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.