Lead design consultant on a B2B mobile ordering system for one of Finland's largest drinks importers — brand, UX and product design, built on a custom microservices backend.
Restaurants and bars across Finland were ordering their wine and beer manually — and Servaali had almost no visibility into any of it.
Every order was a phone call or a form. That meant no live stock picture, no reliable sales funnel, and a purchasing process that took a bar manager's time at exactly the hour they had least of it.
The business goals were plain: bigger average orders, more repeat orders, automatic processing internally, and a brand that felt current next to competitors. The design problem underneath was harder — this had to be genuinely faster than picking up the phone, or nobody would switch.
I ran in-person interviews with restaurant and bar managers across Helsinki, in their venues, watching how ordering actually happened.
What came back reshaped the whole thing. These aren't browsing customers — they reorder the same things, in volume, under time pressure. So the interface had to favour speed and repetition over discovery: fast reordering, clear pricing excluding VAT, live availability, and a back-ordering and stock control system that replaced the manual workflow entirely.
Alongside the UX I created the visual identity and a scalable design language for the system. The frontend was the simple half; the weight sat in the backend, so I worked closely with engineering as we built a custom microservices architecture — separate services for customer data, availability, product information and ordering, integrated with Servaali's existing ERP and pricing systems. Prototypes went into real customers' hands early, then bi-weekly sprints, then a beta group of restaurants before the wider rollout.
In-person interviews with restaurant and bar managers, watching real ordering sessions.
Designed for speed and repetition — fast reordering, live availability, clear pricing.
Created a scalable identity and design system for the whole product.
Designed the system that replaced Servaali's manual stock workflow.
Every client moved across. The platform became central to how Servaali sells, and the design language later stretched to cover their brewery operations too.
Customers noticed the difference in what they bought, not just how they bought it — a restaurant manager told Servaali they'd started ordering from product categories they'd never reached before, simply because those categories were now easy to find.
Built to grow, as well. A monitoring dashboard let the client spot errors and gaps themselves, and the architecture was deliberately modular so new services could be added without disturbing what already worked. The design later became a white-label solution, reused as the foundation for other ordering platforms beyond Servaali.