Case study

WoltMulti-model courier onboarding

Logistics · Platform

Took over Wolt's multi-model courier onboarding mid-flight as part of the DoorDash (Pedregal) consolidation. Restructured web entry as a model-routing layer across four legal engagement models in nine countries, after concrete PM feedback that the original approach was misrouting users.

Context

Wolt is consolidating its courier platform with DoorDash under Pedregal. The flow had to work across IC, fleets, direct employees, and temp agency (Sweden) in 9+ countries. I picked this up from the previous designer mid-flight.

Challenge

The existing flow reused app designs on web. Employment benefits leaked into IC flows. Each user type was not being routed to the correct funnel. This was compliance-critical, not only UX — a screen that makes sense for an IC can create legal exposure for an employment model in the same country. The PM's feedback was direct: the core problem wasn't solved.

My role

I took over design ownership and absorbed the critical feedback. I didn't defend the prior design — restructured. Shaped a model-aware flow with a shared spine and model-specific branches. Direct work with PM Viktoriia Petrova.

What I changed

  • Restructured web entry as a model-routing layer so each engagement type lands in the correct funnel from entry. Model-specific content — employment benefits, fleet data requirements, temp agency distinctions — separated from the shared spine.
  • Kept a single core spine with clean model-specific branches. Reduces maintenance when the Pedregal unification extends the flow.
  • Separated branding and copy per engagement model while keeping one visual system.
  • Cut the ambition of full web/app unification to ship the routing logic first. The full unification can follow once routing is proven.

Outcome

Handed off with each engagement model in a defined funnel, ready for Pedregal integration. No post-launch metrics were instrumented during my engagement.

All work