Core skills
Who I am
I'm passionate about creating smooth, intuitive product experiences, simplifying complex problems, and doing meaningful work. I believe the most important task for any designer is to always keep asking, “why.”
Currently I'm co-founder and Head of Experience at Plin, building AI-native tools that automate the repetitive manual work costing interior design firms hundreds of billable hours. Alongside it I run a small design consultancy, Savuava. Building a company from scratch has taught me a lot: about business, about AI, and about myself. The clearest lesson: I do my best work when I can put my full weight behind design and the people doing it.
Before that I spent nine years at Happeo, where I was the first designer and naturally grew into the Product Design Lead role, before returning to full hands-on design as Staff Product Designer. Much of the product's core experience still carries my early work. My goal now is to keep creating delightful product experiences for people in meaningful industries, somewhere design has real influence on where the product goes, and to make the world a slightly better place through my work.
Customers at the heart
My people-first approach extends to customers too. Data is critical, but real understanding comes from listening: conducting interviews to understand problems and use cases, and seeing the world through the customer's eyes. Designers and product managers should have direct, ongoing conversations with users, often and on a regular cadence.
What I've always admired most about Sami is his ability to zoom out and think holistically, while also being a humble and collaborative teammate. Whether he's guiding a team or leading a growth experiment, Sami brings clarity, integrity, and purpose to everything he does.
Manager me
I'm a people person at heart. I love getting to know my teammates, learning from them, and helping them grow. As a manager, my focus is on keeping the team happy, removing blockers, and creating an environment where everyone can shine and do their best work. At Happeo I built and led a design team from the ground up, and learned that great design starts with great culture.
I believe in trust, respect, and genuine curiosity about the people I work with. Colleagues often describe my approach as warm and human: someone who values them equally regardless of background, title, or seniority. That kind of atmosphere isn't just “nice to have”; it's the foundation for creativity. Many designers, often sensitive and introverted, need a safe and encouraging environment to take risks and propose bold ideas. My job as a manager is to create that environment.
Out of the ten people I hired and managed, only two ever resigned, both for salary-related reasons elsewhere. One even reached back later to ask if there might be a way to return. That, to me, says more than any metric ever could.
Radical candor in practice
Empathy doesn't mean avoiding hard conversations. I believe in Radical Candor: leading with both care and clarity. When something needs to be said, I'll say it in both directions, top and bottom. When conflicts arise, I step in as a neutral negotiator, keeping focus on fairness and solutions. People value honesty delivered with respect.
As a manager, Sami was not only supportive but also inspiring. His ability to listen and provide thoughtful solutions made a significant impact on our team's success. Sami's leadership style fostered a collaborative and positive work environment, making it a pleasure to work with him.
Thinking big, then focusing
One of my strengths is early-phase innovation. I love big, visionary thinking sessions where ideas can run wild without judgment. The best solutions often start as unrealistic dreams that later crystallise into practical, valuable directions. Without space for this, companies risk falling into “feature factory” mode: shipping incrementally but never breaking new ground.
Building structure for design
At Happeo, I didn't just manage projects; I built the scaffolding for design itself. I evolved our process into a “triple diamond” model that kept design engaged all the way through releases, so quality wasn't compromised at the final mile.
- Created a career progression framework for growth and fair evaluation
- Developed neutral candidate assessment sheets to reduce hiring bias
- Experimented with the Happeo Usability Scale to measure design impact
What I value in a company
I want to contribute to a company where design has real influence in shaping product strategy. I thrive in environments that value innovation, encourage experimentation, and maintain healthy values like transparency, balance, and respect for individuals.
I'm especially drawn to smaller or scaling companies where design is still finding its foundations, because I know from experience how to build those foundations and make them strong.
Sami is a fantastic designer and person. He always has the customer at the front of his mind, and cares deeply about both their experience and the needs of the business. I couldn't recommend him highly enough!
When I'm not working
I have a family with two kids, aged 5 and 7. Anyone navigating the busy years knows it takes up most of my “free” time, but they're my top priority, so I'm happy to give my all to them.
I'm an explorer at heart, enjoying a variety of hobbies and physical activities. I believe life is better in board shorts and flip-flops, and I love being outdoors. Surfing is a passion of mine, which makes me wonder how I still manage to live in Finland!
That said, I'm also a winter person, which might explain it. I commute by bike and take cold plunges at the nearby beach year-round. I'm also into woodworking and DIY: I basically fully renovated our family apartment from the floor to the ceiling. Working with my hands balances out the hours spent in front of a computer, allowing me to create something tangible and rewarding.
