B2C ✦ B2B ✦ DAAS ✦ LOGISTICS
I led Product Design at scale for Wolt Drive, On-Demand Logistics products
At Wolt/DoorDash I led end-to-end journeys across API, web, Wolt app. I focused on creating convenient delivery experiences for consumers, and seamless efficient delivery operations that helped businesses grow.
2021 The Year of 0 → 1
Wolt was scaling up rapidly when I joined to lead design for a new delivery-as-a-service platform for merchants to fulfill orders from own sites & apps using Wolt logistics & courier network.
As the single designer I led on both strategic and tactical levels, reporting directly to the Design Director, and partnering closely with Product and Engineering leadership,
Beyond design, I drove 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 when 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.
Year 2= 1M orders, Year 3=10M.
2024 The Year of Expansion
With strong retention and large volumes (specially in QSRs) we built an understanding of where the next big growth could be, and I started designing for product diversification. In the Merchant segment, I helped pilot non-ASAP delivery successfully validating demand in Retail, and defined North Star for Support-as-a-Service.
In the Consumer segment, I led Product Discovery and Design 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
As Wolt Drive stood fully scaled and profitable, I shifted focus to drive strategic design work that spanned 3 businesses (B2C, B2B) and directly informed the larger Commerce Platform strategy:
Packages I defined growth opportunities, including new entry points, a specific flow for parcel locker pickups, integrations, etc.
Ecommerce Delivery I defined the North Star vision to enable Wolt expansion beyond last-mile delivery.
Wolt Parcel I defined foundational product capabilities and UX, to enable scalable operations in parcel routing, pickup, sortation.
Launching the first C2C product on Wolt/DoorDash
I contributed directly to Consumer product strategy by leveraging my experience in the B2B logistics business, to envision and ship Packages: peer-to-peer delivery.
Impact
✦ New consumer product
✦ New multi-million revenue stream
✦ Expanded Wolt app value and reach
✦ MLP with strong user rating 4.6/5
✦ 3 months 0 → 10K orders in Helsinki
✦ 6 months 1.5K orders in Isreal week #1
✦ 12 months 200K orders/year, 8 markets
Role Product Lead
Responsible for defining the opportunity to gain buy-in to build a minimum lovable product. Led product discovery with market research and user research. Aligned key stakeholders from multiple teams and organisations. Scoped MLP.
My product management work helped secure leadership greenlight for pilot and team funding.
Role Design Lead
Responsible for defining the design strategy and crafting the MLP end-to-end across touchpoints. Led testing, managed stakeholders and design implementation across Engineering, Motion, Content, Data Science, Legal, Brand, Marketing.
My craft and design management work helped secure MLP quality, strong PMF, fast global rollout.
B2B ✦ B2C ✦ SAAS ✦ MARTECH
Head of Design for startup helping businesses grow through engagement and lead generation
I focused on establishing foundations in a low-maturity product environment, and shaping product direction for AI-driven experiences like booking and customer support.
2025-2026 Groweo
✦ Led the product team distributed across Finland (3 designers, 3 engineers) and India as a player-coach.
✦ Transitioned the operating model in the product team from execution of feature lists into product development cycles with clear roadmap, priorities, milestones.
✦ Increased execution speed and quality. Set up structures for prioritisation and async collaboration. Hired senior talent. Set up & ran product design practice.
✦ Drove alignment, product strategy, experience vision for the new AI product. Managed design day-to-day overseeing the work to ship foundational AI features.
✦ Set Design Direction, coached designers, and prototyped AI-driven UX concepts.
B2C ✦ ECOMMERCE ✦ RETAIL ✦ ENERGY ✦ TELECOM ✦ MEDIA ✦ WELLNESS
For 10 years I worked across multiple industries focused on designing for Digitalisation, Service Innovation, Ecommerce, Brand Renewal, with clients including HELEN, FAZER, MICROSOFT, NOKIA, ELISA, TRE SWEDEN, EXPRESSEN.
Consultant Design Lead in award-winning agencies
2011-2021 FJORD, Motley
✦ I started as junior Visual Designer and progressed to Lead Experience Designer and Service Designer.
✦ Operated as a Lead in the Experience team (8+ designers) recruiting, coaching, and supporting personal development.
✦ Led key client work planning, pitching, managing projects, defining direction, crafting concepts, facilitating sessions.
✦ My client work received awards in Finnish competitions Vuoden Huiput, Grand One.
✦ During 2012-2013 I designed in-house for Nokia in Helsinki and Berlin, as a contractor.