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Growth by
strategic design

In everyday life, even the most mundane activities are becoming increasingly complex and unintuitive. Our daily routine is full of “experience hiccups”, that steal our time and attention away from what truly matters. The customer-centric world order is yet to fully establish itself. The expectation is there, but the delivery is not.

We help companies apply design strategically in developing simple customer-centric solutions that people love. We deliver effortless experiences in digital, as well as in offline environment, focusing not only on the front-end, but assisting to re-engineer the systems and organizational mindset behind it.



Setting up the framework for sustainable business growth.

  • Research
  • Innovation strategy
  • Feasibility studies
  • Business (processes) analysis


Creating simple solutions to complex problems by using Service Design methodology.

  • Customer journeys
  • Experience design
  • Prototyping
  • Graphic design



Increasing organizational performance by digitalizing processes and offering.

  • Digitalization strategy
  • Usability audit
  • Process design
  • UX/UI design
  • Development requirements



Simplifying ways how companies work and facilitating a cultural shift towards innovation.

  • Innovation programs
  • Trainings, seminars and inspiration days
  • Hackathons
  • Agile transformations


Lars-Erik Hion
Founder & Managing Partner

Lars possesses 20 years of experience managing teams in technology-related industries. He is a keen advocate of service design and simplicity while showcasing an advanced skill set in digital services’ design. Lars has lead simplification and new technology implementation programs for major corporates in Baltics, Nordics, and United States, most notably for SEB, Swedbank, Telia, Luminor, Helmes and Nortal among many others.

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Jana Kukk
Co-founder & Senior Business Designer

Jana specializes in building up and scaling corporate innovation capabilities, as well as in hands-on problem solving concerning internal and customer-facing processes. Jana has more than 10 years’ worth of track-record as a consultant, as well as in-house service designer. During her career, she has worked with organizations such as SEB, Luminor, Telia, Daimler, G4S, Volvo Trucks, Santander Totta and others. She holds a Ph.D in Service Design while continuing her research in the field at TalTech University. She's also a co-author of the book “Managing Complexity and Creating Innovation Through Design”.

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Laura Kullerkupp
Partner, Senior Service Designer

Laura has been working with digital services for more than 9 years. She specializes in consulting public sector entities, developing internet strategies, analyzing and restructuring public e-services. Laura has a Licentiate degree from University of Salvador, Argentina, an MA from the University of Strasbourg, France and an MA from Estonian Business School.

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Merilin Mändmaa
UX & UI Designer

Merilin is a UX and UI designer with designing experience in telecommunication, financial and media industries. She has previously worked in organizations like Telia, Luminor and Eesti Media. Her creative strength is the ability to see potential and possibilities everywhere. Merilin enjoys turning ideas into simple, clean and meaningful designs. She also likes to create interactive prototypes and engaging animations for interactions.

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Helen Kondoja
Senior Marketing Strategist

Helen has over 15-year experience in marketing and communications with the main focus on digital marketing. She has worked for companies and organizations like Telia, Optimist Creative and European Innovation Academy. She has international experience from Europe, Asia and North-America. As a volunteer, she has been the head of Marketing in Arvamusfestival - a democracy and argumentation festival in Estonia. She has a degree in psychology and has also studied strategic corporate communications and marketing.

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Karoliine Kaare
Service Designer

Karoliine has a BA from the University of Kent and MSc from Imperial College London, specializing in innovation, entrepreneurship and international business. For extended periods, she has lived and studied in the UK, China, and Hong Kong. She has helped to innovate and rethink business models of more than 100 SME companies, with particularly strong knowledge of real estate and hospitality sectors. Also, she has significant experience in organizing international events and leading cross-national teams.

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Kadi Käppa
Service Designer

Kadi is a strategic service designer and user researcher with 10 years of international experience working for global companies such as Skype, Maersk Group and Jabra. She is passionate about helping companies grow through adapting their processes and offers to new market demands. Kadi holds a PhD from University of Copenhagen, specialising in change management in global enterprises.

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Risto Laineste
Digital Product Developer

Risto has nearly 20 years of experience in creating websites. That is about 500 successful projects in different shapes and sizes, varying from smaller websites to very complex information systems for major corporations. At Rethink, he brings our design concepts to life. He is fluent in user experience, user interface design, and front-end development, but is also curious about human-computer interaction and technology in general. His happy clients include Nasdaq Baltic, ED Hotels, Harju Elekter, Eesti Energia, to name but few.

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Liis Vijar
UX Expert & Service Designer

Liis is a UX expert and digital service designer with more than 15 years of experience. Her passion has been to create order in chaos, simplify the complicated and materialize results in the form of wireframes or designs. Liis has been part of developing many largest Estonian and Baltic digital solutions, mostly in fintech and accounting, medical, government, and telecom area. The most remarkable projects have taken her to Estonian Energy, Swedbank, Luminor, Tallink, SEB, Starman, Estonian Car Registry, etc.

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Our clients include