Projects
LoveFM
Media memory & social curationProduct direction & system design · 2025
LoveFM keeps a lasting memory of everything a person watches and listens to, and makes it something they can steer, curate and share directly with other people.
A persistent memory of your media use: plays, notes, reactions and why they mattered. Keep it private, steer discovery with it, or share it, with control over what is exposed.
Follows, history and saved searches keep gathering new material, and each recommendation shows why it was picked. Automated curators publish weekly editions.
The social layer, person to person: follow people and curators, exchange signed collections, see what they are playing and reply to their finds.
Any listening session can go on air, with host commentary read aloud to listeners and a replayable edition afterwards.
Every collection, edition and show has its own page. Readers can publish their own version and credit the original.
Records link to where they can be bought. Publishers can add tips, memberships, a shop or a sponsor, kept apart from the editorial.
SOCi
Multi-location B2B platformFounding Product Designer · 2009–2021 · SOCi & predecessor ventures
A marketing and reputation platform for multi-location brands, serving tens of thousands of businesses, from a single franchise location to enterprises managing thousands.
I co-founded the ventures that became SOCi. As founding design owner, I shaped the product from its first surfaces across product architecture, interaction design, research, implementation-ready prototyping, and the design system connecting its products. I partnered across product, engineering, and customer-facing teams as the platform grew.
Its surfaces covered social publishing, reputation management, customer portals, cross-network analytics and location-level content libraries, with a Reporting Suite for configurable report composition. Aggregation, drill-down and location-level editing let one product family serve every size of account.
Co-founded the ventures that became SOCi and owned design from the start.
Every rollup drills back to the location it came from.
Built and led the system connecting products and platforms.
Interviews, surveys and usability studies turned into product decisions.
Rästik
Planar-magnetic design softwareProduct direction, interaction design & development · 2026
A browser-based product for designing planar-magnetic headphone drivers, from material selection and conductor geometry to magnet arrays and fabrication patterns. Changing a design updates its modelled field, force, mass, resistance, and material cost in the same workbench.
Material presets, parameter comparisons, and fabrication exports support the move from a design to a physical prototype. The product runs locally without dependencies or a network connection; its calculations expose material assumptions and model limits alongside the results.
From film and magnets to the conductor pattern that gets etched.
The conductor follows the magnetic field; its wiring is solved for you.
Buildability checks and plotter toolpaths beside the design.
Markmaker
Creative production toolingProduct direction & toolchain design · 2025
Markmaker is an image-to-plotter production toolchain: automated plate separation, tracing workflows, image-to-SVG conversion, toolpath generation, and direct communication with the plotter. Each plate receives its own flow, stipple, or hatch strategy, keeping image decomposition and physical mark-making independently controllable. The desktop system drives a 1350 mm plotter.
Any image separated into plates, each one editable.
Hatch, stipple, screentone and woodcut-style treatments, plate by plate.
Toolpaths and direct control of a 1350 mm plotter.
Conflux
Enterprise platformProduct & UI design · 2011
A CRM and project-management software upgrade, bringing contacts, documents, tasks, calendars, workflows and mail into one workspace. Shared navigation, list and detail views connect the different parts of the product.
Sortable data tables at scale, a calendar handling overlapping and multi-day events, workflow objects with dependency chains and Gantt views, and scoped global search.
Contacts, documents, tasks, calendars, workflows and mail together.
Dependencies, progress and Gantt views on every workflow.
Sortable tables and scoped search across the whole product.
FanGate Media
Interactive social applicationsProduct & interaction design · 2012
Interactive tools for polling, discussion, quizzes and fan competitions, built for Facebook’s embedded-app ecosystem. Custom applications brought branded experiences into Facebook pages and connected participation with the social feed.
Clients included Ryan Seacrest, Larry King and Kesha. FanGate Media was one of the ventures I co-founded that became SOCi.
Polls, quizzes, discussions and fan competitions inside Facebook pages.
Custom apps bringing each client’s brand into its Facebook page.
Every vote, entry and answer travelling back into the social feed.
Tailogic
Product configuratorProduct & UI design · 2018
Online tailoring engine with integrated e-commerce, built for Harvest & Frost. Customers configure a garment against a live render — fabric, contrast, collar, cuff, pocket, embroidery, buttons, buttonholes, and threads — and the configuration resolves into a factory-ready production order.
Several hundred garment details and configuration rules shaped both the render and production specification. Scope covered the configurator, catalogue, dealer flow, and operational workflows for order assembly, logistics, and invoicing. The system also ran for Sangar, Oma Line, and Schoffa.
Garments configured fabric by fabric against a live render.
Hundreds of garment rules resolved into factory-ready orders.
Harvest & Frost, Sangar, Oma Line and Schoffa.
Signwise
Digital identityProduct & UI design · 2014
E-identity and digital-signature platform for cross-border contracts on Estonian ID-card infrastructure with Guardtime timestamping. Signing, co-signing and signature requests, document workflows, administration, and dashboards made a cryptographic and legal process legible to people completing everyday contract work.
Contracts signed across borders on Estonian e-identity.
Guardtime timestamping on every signature.
A cryptographic and legal process made legible for everyday contracts.
Estonian National Museum
Exhibition productionMannequin production, procurement & 3D work · 2015
Mannequin production and procurement: photogrammetry, 3D modelling, fabrication coordination and installation. Named in the museum’s exhibition credits for the mannequins in Echo of the Urals.
Photogrammetry and 3D modelling for exhibition figures.
Mannequin procurement and fabrication coordination.
Figures installed in Echo of the Urals.
Rippol & early television interfaces
Video discoveryGUI, UX & interaction design · 2008
I designed and built Rippol’s GUI, UX, and interaction model for navigating video from multiple sources. During the same period, I designed video-on-demand catalogue, navigation, and playback interfaces for set-top boxes and remote-control use.
Rippol brought personalised video discovery and social activity into one place. Its later lightweight edition let people browse before signing in; following a show could notify them when a new episode became available.
Video from many sources in one discovery interface.
Friends’ activity and followed shows alongside discovery.
Video-on-demand interfaces for set-top boxes and remote control.
Mashable coverage · TechCrunch, 2009 · Product announcement, 2009