Context
Wolt+ is Wolt’s subscription product, similar to Uber One or DashPass. A key growth lever is how and when users are prompted to subscribe during the ordering flow.
The problem
Subscription entry points were limited and required users to leave the order flow. We wanted to introduce new surfaces in cart and checkout, along with a faster “express” signup experience — but the initial plan bundled everything into a single release, increasing complexity and delaying validation.
Approach
I acted as client-side DRI across iOS, Web, and Android, driving RFCs and alignment with product, design, backend, and data science, while leading iOS implementation.
Early on, I pushed to split the work into independent experiments:
- launch and validate the cart entry point first
- follow with express signup as a separate iteration
This allowed us to ship sooner and learn faster instead of blocking on a more complex implementation.
For express signup, I worked through several UX and technical constraints:
- enabling multi-step flows inside a bottom sheet (not previously supported)
- simplifying transitions between “express” and full signup to reduce confusion
- coordinating with payments and backend teams on edge cases
I also worked closely with data science to validate instrumentation and debug misleading A/B test results, ensuring we were measuring the right signals.
Outcome
- Significant lift in Wolt+ signups and downstream order volume
- Both features successfully A/B tested and fully rolled out
- Cart entry point remains a core subscription growth surface
My role
Client-side DRI across iOS, Web, and Android — leading RFCs, stakeholder alignment, and experimentation strategy, with hands-on iOS implementation.