I've sat on every side of the table.
As a service designer, product owner, agency producer, and team lead — in banking and in design — I've spent over a decade understanding what it actually takes to make design projects work for everyone involved.
Most design consultants have been on the supplier side. Most in-house leads have been on the client side. Very few have been both — and fewer still have also sat in the middle as a product owner, managing the relationship from within.
That's the perspective I bring: not just what good work looks like, but why it succeeds or fails in practice — across business, design, and IT.
The business side
What leadership actually cares about, how decisions get made, and why projects get deprioritized.
The design side
How developers think, what makes a brief buildable, and where misalignment between design and dev causes the most damage.
The IT side
What good design work requires, where it gets compromised, and how to protect quality inside complex organizations..
The buyer's side
The supplier's side
What it's like to procure design services, evaluate proposals, and manage vendors — including what frustrates clients most.
What it takes to deliver on client expectations, how agencies balance quality and margin, and what good client partnerships look like.
Freelance Service Design Consultant & Event Host
Independent · Current
Running service design workshops, hackathons, and all kinds of collaborative events — and hosting them. Over 70 events to date, ranging from focused 10-person deep-dive workshops to 900-person innovation conferences. Regardless of format or size, the goal is always the same — help people think better together and walk away with something they can actually act on. Clients have included banks, corporates, and public sector organizations. I also take on hosting for summer days and winter galas — not every event needs a business outcome, and frankly I just enjoy being in front of people.
Service Design Team Lead
Luminor Bank · 5 years
Led a service design team inside one of the Baltics' largest banks. Responsible for shaping how the bank understood and improved its services — from customer journeys to internal processes. Worked at the intersection of business strategy, IT delivery, and design.
Work history
Beyond work
I've played drums since my early teens — competing in Estonia's national Eurovision selection and touring metal festivals across Europe with my band Horror Dance Squad. Music taught me about timing, listening, and what it means to hold a group together.
Away from work I'm still at my kit, filming and editing music videos, and chasing live shows wherever they take me.
I also run Küttekool — Estonia's first online drum school, taught in Estonian. 45+ video lessons from beginner to intermediate, new content added monthly, and a community where students can ask questions directly. Twenty years of drumming distilled into something anyone can learn from at their own pace.
Let's work together.
Whether you need a workshop facilitator or someone to think through your website strategy — I'd be glad to talk.