The Invisible Beauty of Platform Work Behind Its Visible Ugliness

Imagine stepping out on a dark winter evening, dressed in your finest cashmere coat and silk scarf, taking one last satisfied glance in the mirror. Outside, a sleek car awaits. You walk towards it, open the glossy, tinted back door, and sink into a warm seat, bathed in ambient lighting. The air is tinged with the scent of fresh leather, and as you lift your gaze, a well-dressed driver greets you in your native language. A near-poetic experience!

Now, shift your focus to the driver—who feels undervalued, underpaid, and micromanaged by an algorithm. Behind the sought-after elegance and seamless service lies the deeper reality of platform work, a reality rarely discussed in terms of aesthetics.

What Is Aesthetics?

Aesthetics is not just about traditional beauty—it encompasses all sensory and emotional experiences that shape how we perceive work and services. For platform workers, aesthetics includes their working environment, the design of the app they use, and their interactions with customers. For clients, it’s about how the service feels—the comfort of the ride, the taste of the delivered food, the politeness of the service provider. These micro-details form the foundation of the platform economy.

In organizational terms, aesthetics describes how people feel about their work and their place in society. The brightly colored thermal bag of a food courier or the polished user interface of a ride-hailing app is not just functional—it signals professionalism, belonging, and even pride. Yet, many platform workers report feeling excluded and undervalued. How can one phenomenon simultaneously evoke pride and disappointment? Aesthetics is not just a matter of visual appeal—it holds the key to designing better workplaces and societies.

The Aesthetic Paradox Between Platform Companies and Workers

Bolt, the Estonian ride-hailing company, serves as a compelling case study—one that has been a pillar of my doctoral research. On one hand, Bolt is a source of national pride—a homegrown unicorn company with international reach. On the other, workers frequently express dissatisfaction with the platform that enables them to earn a living. They value flexibility but lament the lack of autonomy, low wages, and constant algorithmic surveillance.

This contradiction reveals a broader paradox: platform companies rely on aesthetics—flawless apps, polite workers, high-quality service—to attract customers. At the same time, they overlook the aesthetic experiences of their workers. The result? A fragmented reality where clients enjoy a carefully curated facade, while workers struggle with precarious conditions.

The Role of Aesthetics in the Future of Work

As Estonia positions itself as a global leader in digital transformation, we have a unique opportunity to shape the future of work. Aesthetics is not just about customer experience—it is a critical factor in creating dignified and meaningful working environments.

To achieve this, design must support dignity—platforms should empower workers rather than reduce them to mere data points. Transparent, fair, and worker-friendly systems ensure that work is not just a mechanical task but a source of self-expression and professionalism. Moreover, we must acknowledge the aesthetic contributions of workers—from their communication skills to their punctuality—as forms of aesthetic labor that deserve fair compensation.

Additionally, we must promote ethical aesthetics—such as the use of environmentally friendly transportation and fair competition practices. These not only enhance the perceived aesthetic value of platform services but also align with broader societal goals.

Looking Ahead

An old Chinese proverb says, “If you think a decade ahead, plant a tree. If you think a century ahead, educate people.” If we want a sustainable platform economy, policymakers and business leaders must look beyond short-term profit, and customers must rethink their demands for convenience in light of how platform aesthetics shape the experiences of all stakeholders.

Estonia’s platform economy could serve as an international model. By integrating aesthetic considerations into ethical, functional, and technological aspects of work, we can create a system where beauty is not just a surface-level feature but an integral part of both worker and customer experiences.

After all, the true measure of a society is not just how efficiently it delivers services but how it treats those who provide them.

Original article

• Platform Work
• Aesthetics
• Service
• Paradox
• Bolt
• Future of Work