ENTERPRISE ✦ B2C ✦ B2B ✦ LOGISTICS ✦ DAAS
I led Product Design at scale for Wolt Drive, Delivery-as-a-Service
At Wolt/DoorDash, I focused on helping increase convenience in everyday life, and helping businesses grow through efficient delivery operations.
2021 The Year of 0 → 1
Wolt was scaling up rapidly. I joined Wolt Drive in pre-seed/seed stage, to lead design as we built a delivery-as-a-service platform for merchants to fulfill orders from own sites & apps using Wolt logistics & courier network.
I was the single designer, leading on strategic and tactical levels, partnering closely with Product and Engineering leadership.
Beyond design, I owned Product Discovery and User Research. I launched the MVP to early users, collected feedback, and refined mobile, web, API experiences across multiple product domains.
2022-23 The Years of Growth
Wolt was acquired by DoorDash. Wolt Drive had found PMF in the restaurant space and fast delivery, entering early-stage growth.
Partnering closely with Commercial & Operations teams and key merchants, I designed to improve key product capability (delivery scheduling, management, tracking, reporting), designed to accelerate enterprise customer acquisition (helped launch and scale very large accounts), designed to increase operational efficiency and profitability.
Growth Year 2= 1M orders, Year 3= 10M.
2024 The Year of Expansion
As retention was strong (specially in large-volume segments like quick-service-restaurant) we built an understanding of where the next big growth avenues could be and I started designing for product diversification.
In the Retail segment, I helped the team pilot non-asap delivery to validate demand. In the consumer segment, I led the initiative to build and launch Peer-to-Peer Delivery on Wolt app.
The MLP piloted in Helsinki for 3 months with successful signals and rolled out to 8 markets capturing 200K+ orders within 12 months.
2025 The Year of Evolution
I focused on strategic design work beyond Wolt Drive, leading 3 workstreams that informed Wolt's Commerce Platform strategy:
Packages I explored new growth opportunities, including new entry points, a specific flow for parcel locker pickups, Wolt+ integration.
Ecommerce Delivery I defined the north-star experience to enable Wolt expansion beyond last-mile delivery.
Non-ASAP Delivery I defined foundational product capabilities and UX, to enable scalable operations (parcel routing, pickup, sortation).
Case Study
How I launched Packages, peer-to-Peer delivery on Wolt app
Impact
Contributed directly to Consumer product strategy by leveraging a B2B platform
✦ Launched a new, complex consumer product
✦ New multi-million revenue stream
✦ Expanded Wolt app value and reach
✦ Piloted MLP with strong user rating 4.6/5
✦ 3 months 0 → 10k deliveries in Helsinki
✦ 6 months 1.5k deliveries in week 1, Israel
✦ 12 months 200k deliveries/year, 8 markets
Role Design Lead, Product Manager
Responsible for product discovery, Minimum Lovable Product concept, end-to-end design, stakeholder management across multiple organisations, QA, testing, GTM facilitation.
Discovery Operating as product manager through discovery phase, I focused on creating clarity to gain buy-in for a pilot.
I led market research, engaged users and key stakeholders across orgs (Consumer, Courier…) framed opportunity, key use cases, goals, hypothesis, MLP scope.
Delivery Working with a dedicated team and PM through delivery phase, I led design end-to-end with a focus on MVP quality.
I defined vision, crafted user flows, managed design execution across all functions (Motion, UX Content, Brand, Product, Engineering, Legal, Marketing, Support).
Achievements My product management work defined a clear opportunity, helping secure leadership approval and funding.
My craft and design management ensured a quality pilot with strong PMF in Q1 2025, gaining commercial interest and successfully rolling out across 8 markets by Q1 2026.
For complete case studies, get in touch
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For complete case studies, get in touch ✦
STARTUP ✦ B2C ✦ B2B ✦ SAAS ✦ MARTECH
Head of Product Design for startup helping small businesses grow through lead generation
In a low-maturity product environment, I focused on establishing foundations and raising design as a strategic function.
2025-2026 Groweo
✦ I joined as a player-coach to grow the existing 1-person design team, and lead design vision for new AI product.
✦ Leading a cross-functional team distributed across Finland (3 designers, 3 engineers) and India, I created structures for prioritisation and async collaboration.
✦ Translated business goals into product priorities, roadmap, milestones, sequenced work. Hired senior talent, increased execution capacity and quality.
✦ Created clarity and alignment for the team to start building the new AI product (strategy, vision). Supported designers with design direction, feedback and coaching.
✦ Defined AI principles, AI logic, AI-driven UX concepts.
CONSULTING ✦ B2C ✦ RETAIL ✦ ENERGY ✦ TELECOM ✦ MEDIA ✦ ECOMMERCE
Lead Design Consultant for award-winning agencies
For 10 years, I focused on digitalisation, service innovation, e-commerce growth hacking for clients including HELEN, FAZER, MICROSOFT, NOKIA, TRE, TELIA, and internally I was a team lead.
2014-2021 Motley Agency
✦ I joined as Senior Designer and progressed to Lead Designer.
✦ Internally, I played a leadership role in the Experience Design team (8+ designers) including recruitment, onboarding, coaching, personal development, rituals.
✦ Led key client work including planning, stakeholder management, design direction, concept design, workshops facilitation.
✦ My work with Helen was awarded prizes in Finnish competitions Vuoden Huiput (2019) and Grand One (2020).
✦ During 2012-2013 I designed in-house for Nokia in Helsinki and Berlin, as a design contractor from Fjord/Accenture.