Hi, i'm carol

Product & brand Designer

A mom who finds meaning improving lives through thoughtful design. I'm a strategist who sees the big picture yet stays detail‑oriented. With a background in graphic design and marketing, I build brands and products that shape how people feel, blending visual design with experiences.

Case studies

Bolt Food: relationship-driven food ordering experience

The goal was to transform Bolt Food from a passive list of what is available into a context-aware companion: one that adapts to the user and knows when to simplify and when to surprise.

My role:

User interviews & Concept testing
Journey mapping
Workshop facilitation
Interaction flows
Prototyping (Filters; Explore mode & Feedback)
Presentations & prototype demo

aRTICLE KEYWORDS:

Context-aware personalization
Explore feed
User-generated content (UGC)
Post-delivery feedback
Allergen controls

read full case study

Booking.com: TRAVELING with pets made easy

The goal: transform pet-friendly bookings from dismissive and mundane into a delightful and thoughtful experience.

My role:

Designer & Researcher
Prototyping
Video editing

aRTICLE KEYWORDS:

Emotional design
Pricing transparency
Brand consistancy

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Haga Home: rental apartment that adapts to user needs

Haga Home platform allows users to customize their booking amenities based on their length of stay.

MY ROLE:

UI design
UX design
Prototyping

ARTICLE KEYWORDS:

Competitor research
User centered design
Design system
Website planning

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Dan Franch-personal brand website

This website earned a place on the shortlist for the 2023 Kuldmuna (Golden egg) Design Awards.

My role:

UI design
UX design
Prototyping

aRTICLE KEYWORDS:

Collaboration
Intuitive design
Responsive design

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Bringing a Pop‑Art style physical Shop to online experience

The main goal of the website was to mirror the pop-art theme from the physical shop.

My role:.

UI design
UX design
Prototyping

ARTICLE KEYWORDS:

E-commerce
Design System
Design Trends
Usability

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Sneak peek at

previous projects

Candyland-
online candyshop

The main goal of the website was to mirror the pop-art theme from the physical shop.

My role:.

User interface design,
User experience design
Prototyping

ARTICLE KEYWORDS:

E-commerce
Design System
Design Trends
Usability

read full case study

Dan Franch-personal brand website

This website earned a place on the shortlist for the 2023 Kuldmuna (Golden egg) Design Awards.

My role:

User interface design
User experience design
Prototyping

aRTICLE KEYWORDS:

Collaboration
Intuitive design
Responsive design

read full case study

Haga home-accomodation renting platform

Haga Home platform allows users to customize their booking amenities based on their length of stay.

MY ROLE:

User interface design
User experience design
Prototyping

ARTICLE KEYWORDS:

Competitor research
User centered design
Design system
Website planning

read full case study

Booking.com made pet-friendly

The goal: transform pet-friendly bookings from dismissive and mundane into a delightful and thoughtful experience.

My role:

Designer & Researcher
Prototyping
Video editing

aRTICLE KEYWORDS:

Pricing transparency
Brand consistancy
Emotional design

read full case study

My professional background

Estonian academy of arts,

Projects:
SLOP (aka Secret life of plants) ; Estonian heritage board: Learning about Heritage home renovation in Estonia ; Emotional design: Bringing delight into booking, com ;  Bolt Food: Relationship-driven food ordering experience
2025-present

Freelance / Veeb Design Studio

Restore hair clinics, London : Brand refresh and new site ;  Saltilo Security, London: Visual identity ; Kasak Rental: Conceptual Visual design for a name brand ; Monmediq: Marketing materials based on guidelines ; Uusmaa: Wabaduse website visual concept ; Uusmaa : Taludevahe interior package moodboards ; Volunteering on Workshop facilitation: Learning about micromobility in Pärnu city
2020-present

Häk digital marketing agency

Haga home: booking system from scratch ; Dan Franch: personal marketing page ; Candyland: Reflecting physical candy shop experience online
2021-2023

Estonian academy of arts (open academy)

Web design ; Adobe Illustrator & Photoshop ; Composition and Color
2021-2022

Microsoft vendor

Fraud analyst- Finding data patterns in bulk and manual reviews, targeting odd user behavior
2019 – 2020

Sportland AS

Selling high end sports brands, designing store layouts, participating in events either running or on sales
2015 - 2018

Tallinn University of Technology

Bachelor's in Social Sciences- Business Management, Marketing ; Student council member
2015 - 2018

Some words others describe me with

empathic person

the middle child

loyal like a lion

self  critical

in between of millennial and gen-z

Nurturing

Thorough

relentless

good hugger

takes responsibility seriously

genuinely care about outcomes

organized

curious

sometimes hyper-focused