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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 led simplification and new technology implementation programs for major corporates in the 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. In a career spanning more than 10 years, Jana has developed a track record as a consultant and in-house service designer. She has worked with organizations such as SEB, Luminor, Telia, Daimler, G4S, Volvo Trucks, Santander Totta and others. She holds a PhD in Service Design an is continuing her research in the field at TalTech University. She’s also the 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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Helen Kannelmäe
Partner, Marketing Strategist

Helen has over 15 years of experience in marketing and communications with a main focus on digital marketing. She has worked for companies and organizations such as 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 for 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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Eveli Randlane
Service Designer

Eveli has more than 10 years of experience in developing customer-centric digital solutions. Eveli loves designing products that exceed the expectations of the end-users which can only take place when combining innovation, service design, marketing and leadership.

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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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Sven Süld
Software Developer

Sven is a software developer with more than 20 years of experience in development projects as well as team leadership. He has a BSc in Information Science from TalTech and has worked with large companies and organisations such as Helmes, Opus, Elisa, Estravel, Estonian National Archives and EuroPark.

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Paula Toomsalu
Office Manager

Paula is the Office Manager at Rethink. She is interested in growing her experience in the technology governance and digital transformation space. She previously worked at TalTech University as a Marketing and Communications specialist and has studied Marketing at Taltech University. As a volunteer she is also involved in projects that focus on children and mental health.

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Johanna Kiil
Service Designer

Johanna has a BA from the University of Westminster and a MSc from Goldsmiths, University of London specializing in innovation management. She has spent her career in London working as a consultant for various financial institutions for 5 years and several years working in the fashion industry previously to that. She is also a volunteer working with kids to prepare them for a successful career, especially passionate about kids involvement in and knowledge of technology.

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Maarja Pütsep
Marketing Strategist

Maarja has over 9 years of experience in marketing and offering field, with a main focus on B2B marketing and offering. She has worked for companies and organizations like Mindshare Estonia, Telia and Eesti Energia. She has international experience from Tallink Group, where she currently coordinates group offerings and leads Club One activities across the group in Finland, Sweden and Latvia. She has a master’s degree (cum laude) in E-Governance Technologies and Services.

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Elina Vilja
Marketing Strategist

Elina has 10 years of experience in sales, marketing and management. Elina loves to promote Estonia and Estonian companies, to see them grow internationally. At Enterprise Estonia, Elina managed brand estonia, e-estonia, trade with estonia, work in estonia and Enterprise Estonia's brand and marketing activities internationally. She gained sales experience in the United States by selling books door-to-door. Elina has a master's degree (cum laude) in enterprise and export management from TalTech.

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Oskar Mihhailov
UX & UI Designer

Oskar is a UX and UI designer at Rethink. His creative strength is the ability to solve complex problems and creating clean, well thought - through UX and UI solutions that users enjoy. Oskar has studied at the Estonian Academy of Arts, and he previously worked in the marketing team of Ekspress Media as a graphic designer. Oskar and his team participated in Estonia’s largest startup idea competition Ajujaht and reached to the TOP 3 with a board game for physically disabled people.

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Our clients include