Design Operations, Design Community & AI Adoption, 2025-

As Design Operations Manager at Finland's largest telco, I lead designer allocation, career development, and the conditions that allow design teams to do their best work. My scope spans Finland and Estonia, covering the full operational layer of a multi-team design organisation: how designers are structured, how they grow, how the design community functions, and how AI is adopted into design practice. I also drive cross-team alignment through the Design Steering function and contribute to the evolution of the design system. The job is partly about making design better. Mostly about making the organisation around design better.

Personal Banking, Sales & Engagement
2023-2025

As UX Director for Personal Banking, I set the design direction and led a team working on one of the most-used banking apps in the Nordics. My scope covered Sales and Engagement across both web and mobile, including the most trafficked areas of the app.

The role was equal parts strategic and operational: shaping the product vision, making sure design had a real seat at the table, and building the conditions for the team to do consistent, high-quality work.

2015-Today

Alongside my main career, I've run my own practice for over a decade, taking on select projects with startups and small businesses. The work is mostly brand and identity: visual systems, logo, digital presence, and the foundational design work that early-stage companies need to get right before they can scale. It's hands-on, end-to-end, and keeps me close to the full design process. That perspective feeds directly into how I lead and operate at a larger scale.

Personal Banking, Mobile
2019-2023

As UX/UI Design Lead, I guided the team behind Nordea’s mobile banking experience. While staying close to the craft, I focused on managing priorities, aligning design across teams, and ensuring our solutions met customer and business needs.

I worked with developers, product managers, and stakeholders to shape seamless, user-friendly journeys. In addition to leading the team, I also took on design projects of my own, often focused on strategy and the creation of new concepts to push our products forward. My role was creating clarity, maintaining direction, and helping the team to do their best work.

2017-2019

As Design Lead for the e-commerce platform, I shaped the digital experience across the site, built and maintained the design system, and led large-scale design projects. My work balanced usability, business performance, and brand expression. I used data, A/B testing, and customer insights to refine journeys, improve conversion, and drive engagement.

In this role, I worked closely with product, business, and development teams to create clear, cohesive, and enjoyable experiences.

2015-2017

As Design Lead for RAY’s e-commerce platform, I shaped the online casino experience from concept to delivery. I defined visual direction, improved usability, and guided the continuous development of the platform to drive traffic and engagement.

I worked closely with marketing, product, and development teams to create balanced solutions that met both customer needs and business goals. In addition to the core platform, I led campaign design from ideas to execution to bring new offers and experiences to life.

2012-2015

In this role, I worked across campaigns, marketing, site content, and e-commerce materials to maintain a strong and consistent brand presence. I designed promotional campaigns, newsletters, landing pages, and in-game assets, all crafted to support engagement and conversion.

2009-2012

While studying, I worked as a freelance designer on projects spanning branding, visual design, and content creation. I collaborated with clients on everything from logos and websites to editorial layouts and marketing materials, building a strong foundation in design craft and client collaboration.