–––– PRODUCT DESIGNER
Senior Product Designer at Telia Estonia, with a focus on Design Systems & E-commerce. I bring a rare blend of brand strategy and product thinking — making complex systems simple, beautiful, and conversion-focused.
2024 | UX/UI DESIGN
Reducing cognitive load to increase training completion
Redesigned the learning portal for a cybersecurity training platform, improving task completion and reducing user drop-off through simplified navigation and progressive disclosure.
#UserResearch #Wireframing #UIDesign #Prototyping
2022-PRESENT | PRODUCT DESIGN
Combining UX research, content strategy, and design systems thinking
Building a UX strategy for Telia Estonia, creating flow guidelines and design system components that standardized the purchase journey across multiple product lines.
#DesignSystems #UXStrategy #E-Commerce #Documentation
2024 | UX DESIGN
Merging environmental storytelling with conversion design
Redesigned the landing page for NEXPO, a global greentech conference, combining brand narrative with user journey optimization to drive registrations and pre-event engagement.
#LandingPage #BrandStrategy #ConversionDesign #Responsive
I don’t just design interfaces — I connect brand identity to product experience. A decade in branding taught me that how a product feels is as important as how it functions.
I build scalable design systems and document decisions so that good design doesn’t depend on me being in the room. Patterns, tokens, and guidelines that empower entire teams.
Every design decision traces back to a user insight or business goal. I measure success in reduced support calls, increased conversions, and users who don’t need a manual.