Wolt
Expertise
Systems design
Product strategy
Behavioral UX
Cross-functional leadership
Offer Assistant
Overview
As Wolt expanded its promotions ecosystem, discounts, rewards, loyalty programs, free delivery campaigns, basket incentives, and merchant-funded offers became increasingly fragmented across Discovery, Search, Venue, Cart, and Checkout experiences.
What started as individual campaigns evolved into a highly complex system that was difficult to navigate for both customers and merchants.
Users often struggled to understand which offers were available, whether they qualified, how close they were to unlocking a reward, and whether discounts had been applied correctly. At the same time, merchants needed better ways to surface relevant deals and increase promotion visibility without disrupting the core ordering experience.
Vision
What we aim to achieve
Create a seamless, guided shopping experience where every customer effortlessly unlocks the best value with clear steps, real-time feedback, and complete confidence.
Goals
Clarify all offer types
Show real-time progress
Boost GOV via promo engagement
The Challenge
The challenge extended far beyond displaying discounts.
Wolt's promotions ecosystem consisted of 80+ possible promotion combinations, each with different eligibility rules, restrictions, and customer journeys.
The taxonomy above groups deal mechanics into basket, item, and delivery families. In the venue, those mechanics surface through a shared state model: awareness, in-progress guidance, applied success, removed offers, and end-of-session summaries, including parallel Wolt+ paths.
This created three major problems:
- Low discoverability of available promotions
- High cognitive load when evaluating savings opportunities
- Reduced confidence that promotions had been applied correctly
The problem was not finding a single promotion.
The problem was helping users navigate a complex ecosystem of promotional mechanics while simultaneously supporting merchant growth and marketplace performance.
My Role
As Senior Product Designer, I led the experience vision and UX strategy for the initiative, owning the design direction while partnering across product, engineering, and research.
I worked closely with product managers, engineers, motion designers, content designers, researchers, and other cross-functional partners to align multiple promotion surfaces into a cohesive experience.
My responsibility spanned the entire ordering journey, including Discovery, Search, Venue, Cart, Checkout, and future promotions infrastructure.
Strategic Approach
Rather than solving individual promotion use cases, we focused on creating a scalable foundation for the future of promotions at Wolt.
The work was guided by three core principles:
- Build Trust
- Increase Discoverability
- Reduce Cognitive Load
This led to the design of a unified promotions framework that connected promotion discovery, eligibility, progress tracking, savings transparency, and contextual guidance into a single experience.
Process
With the principles set, we worked through promotion cases in parallel: how each deal type should surface, what progress looks like in the basket, and where the experience should stay quiet versus guide.
We aligned design, product, and engineering on scenarios before build and research, so edge cases were explicit rather than discovered late in QA.
UXR
Before launch, we validated the experience with moderated usability research. The focus was on real ordering behavior: whether people could notice offers, follow progress, and feel confident about savings without extra effort or second-guessing.
We cared about outcomes more than task completion: earlier awareness of deals, clearer sense of how close someone is to unlocking an offer, and trust when a discount is applied. The question throughout was whether guidance helped people decide, not whether it added noise.
The overview below shows how we framed objectives and hypotheses around those outcomes. Detailed findings are in the full case study.
Offer states
Offer states & transitions
Diagram shows how the Offer Assistant behaves inside the Venue: from showing available offers, to displaying progress as users add items, to confirming applied discounts and summarizing remaining opportunities.
Each state maps to UI in the ordering flow: what is available, how close someone is to unlocking a deal, and when savings are applied. The goal was one calm layer of guidance that updates with the basket, not separate promo surfaces fighting for attention.
Outcome
From customer trust to marketplace growth
What started as an effort to help users understand promotions evolved into a platform-level improvement for both customers and merchants.
Version 1
Validated customer value
The initial launch focused on helping users discover promotions earlier, understand eligibility requirements, and track progress toward rewards.
- +14% promo-attached orders
- +3.2pp promotion attach rate
- +28% merchant-funded promotion orders
Version 2
Scaled merchant participation
Building on the learnings from the first release, we refined the experience and expanded the promotion ecosystem by increasing merchant adoption and campaign supply.
- +17% active merchant campaigns
- +19% active merchant promotion venues
- +87% evergreen merchant campaigns
We started by solving a customer trust problem and ended up creating a stronger promotional marketplace for both users and merchants.
ScopeMarketplace Platform · Behavioral UX · Systems Design · Promotions Strategy
TeamProduct Design, Motion Design, Product Management, Engineering, Research, Content Design
