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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Karl-Ingemar Viilver
Service Designer

Karl is a graduate of Lancaster University Management School, majoring in Management Sciences and Organisations, Work & Technology. He has around 10 years of cross-organizational experience working for Nordea and Luminor. He has had his hands full with developing pan-Baltic servicing models, value proposition, sales strategies and related tools for corporate customers. Over the past few years, he has applied service design methodologies to construct and validate customer journeys and functionalities for the development of new digital banking channels.

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Kristina Nadricka
Customer Experience Architect

Kristina has accumulated around 12 years of leadership background in customer experience strategy, customer-centric service and value creation, and change management for leading Baltic financial institutions (Luminor, Nordea, Altum). She was first to introduce and lead customer journey driven development of services in the Baltic banking industry. She teaches Service Design at Stockholm School of Economics and is a Ph.D. candidate in consumer decision making at VU University Amsterdam. Her strengths derive from merging design thinking and behavioral science to deliver memorable customer-centric experiences.

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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 experience from companies and organizations like Telia, Optimist Creative and European Innovation Academy. She has international experience from Europe, Asia and North-America. As a volunteering experience, 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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Liene Kupca
Service Designer

Liene has solid background in strategic communication across all three Baltic countries. After 18 years of intensive work with leading brands- Lattelecom, BTA, IF, SEB, Swedbank, McDonalds, CIDO group and others for whom Liene helped to search and build meaningful marketing or brand communication, she integrated her previous experience in communications domain with a transformational mindset and practices of design thinking and service design discipline, now helping build more valuable, desirable and useful services for consumers and become efficient, effective and valuable as organizations. Sometimes rethinking might lead to evolution of marketing and communications, sometimes it might ignite healthy revolution as well.

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Laura Kullerkupp
Service Designer

Laura has been working with digital services for more than 8 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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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