This is my highlights reel. These pieces of work reflect my care for solving real problems with thoughtful strategy & craft.
LOGISTICS ✦ WOLT
Leading Product Design at scale in on-demand delivery for local businesses and global enterprises
In 2021, Wolt was in hypergrowth and soon acquired by DoorDash.
I joined as a founding designer to the product team launching a new business, Wolt Drive. The mission was to give any businesses in the city access to fast, realiable, seamless Wolt delivery directly on their website/app. By 2025 we had built Delivery-as-a-Service from 0→1, scaled to 28 markets, 1M+ monthly orders, 50M+ representing 3-4% share of Wolt volumes.
Below are some examples of what was shipped, and my key contributions.
IC Contribution
Partner to Product lead and Tech lead in a team of 20+ across Helsinki, Berlin. Presenting biweekly to CPO, reporting to Design Director. Owned Product Discovery, Research, Design strategy and craft across API, web platforms, tooling.
Key Objectives
✦ Building delivery management platform, API
✦ Building whitelabel delivery tracking platform
✦ Increasing PMF across multiple verticals
✦ Defining customer segmentation, user needs
✦ Enabling enterprise customer acquisition
✦ Increasing operational efficiency, profitability
Impact
✦ 1M+ orders by year 2, strong PMF with key capabilities
✦ 10M+ orders by year 3, shipped API tooling around large-volumes, increased enterprise acquisition
✦ 50M+ orders by year 4, products adopted by world’s largest brands (McDonald’s, 7-Eleven etc) in 28 markets.
Successful product and operations that changed customers’ strategy
Verkkokauppa adjusted their whole value proposition towards fast delivery. After years betting on lowest price and easy in-store pickups, Finland’s leading ecommerce retailer piloted Wolt Drive instant delivery. Seeing the commercial success of the collaboration, they become a key partner in our product development pilots (e.g. non-instant delivery).
Key Decisions I made, designing at scale for 3x growth
I drove Discovery and Design initiatives focused on stronger PMF for customers handling large-volumes.
Partnered with local Commercial & Operations teams in key markets, I expanded on-demand delivery capability with scheduled pickups, proof-of-delivery, cash payment of delivery, address management, reporting, invoicing, payouts, etc.
Merchants onboarded faster, and delivery operations efficiency increased. While evolving our plug&play web platforms, I also shipped API tooling that simplified enterprise integration workflows (e.g. custom pricing and delivery preferences), which reduced time-to-value, decreased merchant disputes, and raised our profits eliminating revenue leakage.
Key trade-offs I made, building customisable tracking
Right after shipping our MVP, I started building our understanding of product gaps by running Continuous Product Discovery A key insight soon was clear: merchants felt important for customers to remain immersed in the brand experience while tracking deliveries, for a more seamless extension of their checkout experience.
I defined the scope together with merchants. Instead of shipping from assumptions, this time I decided to align early on what they expected to customise and what we wanted kept default. Considering short & long term objectives, I prioritised to balance customisation capability & platform scalability. The branded tracking experience was enthusiastically received.
The feature became a key asset in customer acquisition. As an unexpected impact, custom tracking took a big role in commercial discussions (as a differentiator over competitors) helping close deals with global brands like Burger King, KFC.
I decided it was time to increase operational efficiency. As custom tracking implementations grew in volume, it started costing FE engineers 5-7h/week. I designed a process and self-serve tool to automate the workflow. Prioritising commercial teams as the main user, I shipped inside our delivery management platform (where they already ran other workflows) and I published documentation on Confluence to support feature onboarding at scale.
I created a north star for Ecommerce home delivery. Thinking in systems, I designed concepts that touched multiple flows and surfaces (owned by other teams) across Wolt consumer app (e.g. venue listing, post-checkout, central notifications hub). multi-day parcel tracking experience with AI functionality.
Key Judgement calls, shaping product evolution
With instant delivery core capabilities covered, I shifted focus to the next strategic product bets. At times I supported Operations teams pilot different delivery models by designing new tooling (e.g. drop-off within time-slots vs specific time). Other times I contributed by scoping what it takes to productise and scale a pilot operation (e.g. parcel routing, sortation).
I jumped in to shape product opportunities beyond the last-mile. I noticed Product needed Design support earlier getting the strategy clear in this space. I took over Discovery and identified consumer and business problems worth solving. I saw multiple long-hanging-fruit opportunities to leverage our recently launched Packages consumer product, so I decided to steer the Product strategy towards solving consumer problems first.
During 2024–2025 leveraging my work in B2B2C delivery, I contributed directly to Wolt’s consumer product strategy by transforming the marketplace app into a services platform, getting it closer to an “everything app”. I took an idea, scoped it and designed the product end-to-end. It rolled in 8 markets, creating 200k+ orders, €1M+ in new revenue in 12 months.
Designing for Trust
I ran unmoderated user testings with Wolt users, and people unfamiliar with the Wolt brand. The study indicated user trust could be increased with 2 features: proof-of-delivery, and direct comms with courier.
Between 2023–2025 I leveraged my work in B2B2C delivery, and contributed to Wolt’s consumer product strategy of becoming a services platform, the “everything app”. I scoped, designed, launched this MVP piloting in Finland with 10K+ orders in 3 months, and scaling quickly to 8 markets, 200k+ orders, €1M+ new revenue in 12 months.
DESIGN LEAD ✦ WOLT
Launching DoorDash’s first C2C delivery product, and scaling it across Europe and Asia
IC Contribution
Stepped in as a Product lead driving the initiative through Discovery until it had shape to secure MVP funding.
Shifted to leading Design closely with Product lead and Tech lead, in a product team of 10. Owned design vision and craft.
Key Objectives
✦ Defining opportunity, scoping key functionalities
✦ Defining the experience, crafting end-to-end flows
✦ Managing collaborations (Brand, Content, Motion, Legal)
✦ Managing user testing, design implementation
✦ Facilitating GTM and global rollout across functions
Impact
✦ Kept stakeholders aligned, earned trust across orgs
✦ Shipped with strong signals 0 → 10K orders in Helsinki
✦ High-quality MVP 4.8/5 user rating, fast global rollout
✦ Unlocked new multi-million revenue stream
✦ 12 months 200K orders across 8 markets
HEAD OF DESIGN ✦ GROWEO ✦ MARTECH
Leading the product team building AI SaaS to help small businesses with lead generation
In 2025 I joined Groweo as a Head of Design to help scale the business across the Nordics.
Within the first months I focused on establishing foundations for product-led growth. I shaped team structures, and fixed existing products decreasing TTV from 3 months to week. Then started shaping a roadmap, product vision, and new AI-driven workflows for onboarding, booking, etc.
Head of Design
Working closely with the CEO, leading a cross-functional product team of 6 and contractors in Finland, India, US.
Establishing Product Design and Research practices, while managing a product design team of 3 as a player-coach.
Key Objectives
✦ Shaping an AI product vision.
✦ Unblocking Customer Onboarding, decrease churn risk.
✦ Transitioning the Product team operational model from execution of feature lists →product development cycles
✦ Raising product team maturity, output quality, speed
Impact
✦ Shrunk time-to-value from 3 months to weeks by leading the redesign of broken AI onboarding features.
✦ Shaped a roadmap, defined product vision, MVP scope, AI and UX principles, visual direction, key workflows.
✦ Raised scalability with localisation tooling, speed from 3–5 reviews → 1 review, eliminated inefficient contractor.
LEAD DESIGNER ✦ MOTLEY ✦ FJORD
Designing award-winning experiences in energy, ecommerce, retail, telecom, other industries
Lead Designer
For 10 years I worked across agencies designing for Digitalisation, Service innovation, Brand renewal and Ecommerce growth around the Nordics.
I started as Visual Designer, progressed as a Service Designer, and Lead Designer. During 2012-2013 I designed in-house for Nokia in Helsinki and Berlin (contractor).
Impact
✦ Led recruiting, onboarding, coaching in Experience Design team.
✦ Led work for 20+ clients across pitching, scoping, project management, design direction, workshop facilitating , crafting.
✦ Received finnish awards Vuoden Huiput and Grand One.
✦ Introduced personal development process and tools