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DoorDash (Wolt)
Leadership · Localization · Content design
I owned content for Wolt’s first B2B self-serve experience.
The challenge
Aligning a team of stakeholders around the biggest company bet. Creating content that could scale to various markets and industries. Leading value proposition and tone and voice for B2B — and getting users excited about onboarding quickly, instead of relying on a dedicated account manager.
Tone and voice had to match the look and feel of Wolt’s playful brand while remaining clear and trustworthy for a B2B audience.
What I did
Develop experience principles
Every user goal was geared towards a North Star. Metrics were defined from day one and reevaluated with every review. We used principles to align stakeholders and ensure consistency across key touchpoints.
User-test every detail
We wanted to understand how users experience each moment of the flow so we could optimise it to feel fast and familiar. We mixed quant and qual research across various markets to get a holistic picture.
Add personality with the right voice and tone
Wolt is famous for its playful brand. We wanted to ensure the experience felt on-brand while being trustworthy and clear enough for a B2B context — a balance that required constant iteration.
Merchant Dashboard on first sign in
The outcome
Self-serve replaced 100% of onboarding for small and medium-sized businesses.
What I learned
Working on the projects with the biggest impact is often a stretch goal. It means building strong relationships and pushing the boundaries of current design and ways of working every single day.
Spotify
Design systems · UX writing · AI
I scaled UX writing to the entire design org and all devices.
The challenge
Developing and maintaining easy-to-use resources for 60+ UX writers and 200+ designers across products and devices. Bringing style guides to life in design system components. Making it all localizable.
UX writing guidance had to work everywhere — from the mobile app to Apple Watch and beyond.
What I did
Glossary, style guides, and components that scale
To create guidance that worked across the entire Spotify ecosystem and was scalable to all international markets, close collaboration with designers and researchers — as well as being in tune with culture — was key.
A tone and voice the entire world recognizes
Spotify is a brand people feel strongly about. We ensured its voice was strong across every surface, device, and market — creating components and resources that worked for writing, visuals, and audio. Everything had to be ready to localize.
Bring everything right where it’s needed with AI plugins
Fast sprints meant nothing could just live on a site somewhere. We worked with plugins to ensure components were right where the work was happening and seamlessly integrated in workflows.
The outcome
Design system adoption increased by 70% for 600+ designers and engineers. Monthly feedback calls ensured components and guidelines stayed up to date. Style guide compliance doubled while we achieved a 70% acceptance rate for suggestions.
What I learned
Scaling and maintaining design is hard work. It requires a deep understanding of all products across an ecosystem, market trends, and how people work. It’s about creating consensus and being a tastemaker.
Spotify UX writing questions answered How to nail remote onboarding and influence peopleChan Zuckerberg Initiative
Content design · User research · Content strategy
I led content design for award-winning Along.org
The challenge
Creating a product attractive to educators and students of all ages to reinvent student-teacher relationships. Developing appropriate tone and voice. Launching in the midst of a global pandemic. Creating familiar digital features that mimic the live classroom.
Onboarding, playful yet trustworthy
What I did
Developed and tested terminology and TOV
Speaking to both students and teachers in words they recognize and connect with was harder than expected. I conducted a lot of user interviews and A/B-tests to get the terminology and tone and voice exactly right.
Built onboarding with an 85% completion rate
The team spent months trying to nail the onboarding experience for both teachers and students. While teachers usually dropped off due to compliance concerns, students would drop off due to lack of interest in Along. We ended up designing heavily customized flows carried by a careful choice of words and visuals.
Getting students from different classes set up required some finesse
Rolled out a notification strategy built to scale
For most classrooms, going online was totally new. We wanted to ensure everyone stayed engaged without getting overwhelmed by emails, SMS, or notifications. I developed and tested a notification and comms strategy that ensured metrics were met without creating noise.
The outcome
Average click-through rate for emails 72% (students) and 81% (teachers). Onboarding completion rate 85% (if done in classroom).
Along won several top product awards, including Time’s best inventions, Gradient, and FETC.
ZOE
Conversation design · Prompt architecture · UX
I gave ZOE’s AI coach a voice it could actually keep.
The challenge
Ziggie’s outputs were inconsistent, with meal feedback swinging between clinical and hyperbolic depending on the prompt that generated it. The seven-day streak experience, meant to build momentum, went flat by day three because every frame used the same sentence structure and the same emotional pitch. Underneath both problems sat a prompt suite that had grown by addition, with new rules stacked on old ones and no order of precedence between them, so voice, safety, and format constraints regularly contradicted each other.
Ziggie’s feedback had to feel personal and trustworthy, without slipping into either clinical score-speak or empty cheerleading.
What I did
Rebuilt the prompt architecture
I restructured Ziggie’s full prompt suite, seven prompts in total, around an explicit priority hierarchy: safety, then scope, then voice, then format. This resolved the recurring pattern where competing rules produced contradictory outputs, and gave the wider team a stable structure to write new prompts against instead of adding more rules on top.
Defined a voice: observational, not evaluative
Ziggie notices patterns and reflects them back. It doesn’t congratulate, judge, or moralize. I rewrote seventeen meal feedback entries from a hyperbolic, score-focused register to a grounded, observational one, and in the process flagged a data inconsistency and a wider pattern of overly clinical score framing that the team hadn’t caught.
The D1-D7 streak arc, rebuilt as a sequence rather than seven disconnected screens.
Fixed the streak arc structurally
The flatness in the seven-day streak experience wasn’t a word-choice problem, it was a structural one. I rewrote all seven frames, including CTA copy, varying the opening structure and escalating the stakes day over day, then built an interactive HTML prototype to test the arc as a whole sequence rather than as individual screens.
The outcome
A prompt architecture the team can extend without reintroducing contradictions. A streak experience with a real emotional arc, prototyped and reviewed as a sequence. Seventeen meal feedback entries now speaking in one consistent, trustworthy voice, alongside a stakeholder-approved recommendation to remove Ziggie from the post-meal snap screen so the meal photo itself could be the visual hero.
What I learned
Voice and structure are two separate problems that look like one. You can fix every sentence in a sequence and it will still read flat if the underlying structure repeats. And in conversational AI, the prompt architecture is the thing that decides whether your voice guidelines survive contact with a hundred edge cases, or collapse the first time two rules disagree.
Pleo
Leadership · Product design · Agentic design
I lead agentic and content design at Pleo.
The challenge
Establishing and scaling content design from scratch, hands-on AI conversation design across key features, and leading a multi-disciplinary design team through digital transformation.
Introducing writer.md — Pleo’s first company-wide content design framework
I’m currently working on this case study. More details will be available soon.
More clients you might know
Astrid.ai · BabyNaps · Berghs School of Communication · Biorecro · Business Sweden · Coder Society · Doberman · Double Standards · Einride · Futurice · Gapminder · Health Integrator · Hyper Island · In Parallel · Instantor · iZettle · Magine TV · Mentimeter · Miro · OTW · Position Green · Referanza · SAS EuroBonus · Simployer · Sleep Cycle · SNASK · SSAB · Technigo · Tibber · Vässla · ZOE · and many more
Full case study details available on request — get in touch.
