Our key people
We help organizations understand and connect with their customers’ needs to develop processes, products, and services adaptable to the fast-changing world. We do it by delivering innovative customer-centric solutions based on customer research, strategic design, development, and marketing.
Our team of experts, with exceptional trajectories and extensive managerial expertise, has helped organizations of different sizes, from startups to global corporations, achieve sustainable growth supported by tangible results and practical applicability. We are always eager to work in close collaboration to provide the most effective design strategies for each case.
We help organizations understand and connect with their customers’ needs to develop processes, products, and services adaptable to the fast-changing world. We do it by delivering innovative customer-centric solutions based on customer research, strategic design, development, and marketing.
Our team of experts, with exceptional trajectories and extensive managerial expertise, has helped organizations of different sizes, from startups to global corporations, achieve sustainable growth supported by tangible results and practical applicability. We are always eager to work in close collaboration to provide the most effective design strategies for each case.
Lars-Erik Hion
Founder & CEO
Lars has 20 years of experience managing teams in technology-related industries. Lars 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.
Jana Kukk
PhD, Co-founder & Strategic 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 15 years, Jana has developed a track record as a consultant and in-house service designer. Jana 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. Jana’s also the co-author of the book “Managing Complexity and Creating Innovation Through Design”.
Laura Kullerkupp
Senior Partner & CDO
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.
Elina Vilja
Partner & CMO
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.
Eveli Randlane
Partner & 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.
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. Johanna 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.
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, Karoliine 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, Karoliine has significant experience in organizing international events and leading cross-national teams.
Mirjam Kristian
Creative Strategist
Mirjam is a creative strategist with extensive experience in branding and marketing. As the head of brand she has led the development of the Estonian country brand and consulted related sub-brands including promoting Estonia as an attractive business and work environment, education hub and tourism destination. Mirjam has also studied and worked in the creative fields in the UK for 6 years. She loves creating marketing strategies where creativity is well balanced with analytics.
Maria-Martha Kikkas
SEO specialist
Maria-Martha is an SEO specialist at Rethink. While working in Fiizy, she managed multiple finance websites for markets like Spain, Mexico, Poland, and Argentina. This helped her understand how to do SEO in an extremely competitive market with strong brands. Her favorite part about SEO is on-page, which includes everything to do with what happens on the website and keyword research because that helps her figure out what users are looking for and what is their intent.
Eugenia Kazakova
UX & UI Designer
Eugenia is a UX and UI designer at Rethink. Eugenia has a BSc in Management from Manchester University and MSc in Tourism Management from Bournemouth University. Before starting a UX and UI design career, Eugenia worked in international travel companies in London and Tallinn. In her work, she loves combining empathy for the users with understanding business needs.
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.
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.
Maarja Vahenurm
Marketing Strategist
Maarja has over 9 years of experience in marketing and offering field, with a main focus on B2B marketing and offering. Maarja has worked for companies and organizations like Mindshare Estonia, Telia and Eesti Energia. She has international experience from Tallink Group, where Maarja currently coordinates group offerings and leads Club One activities across the group in Finland, Sweden and Latvia. Maarja has a master’s degree (cum laude) in E-Governance Technologies and Services.
Interested in joining us?
We are always looking for good talented people to join us! So send us a message with your skills and/or portfolio, and we will get in touch with you shortly!
