Need to turn a complex product into something people actually understand?
For over a decade, I've helped organisations and teams bring clarity to complex ideas through thoughtful design.
From illustration and visual communication to enterprise software and healthcare products, every project has started with the same question: What problem are we really trying to solve?
Today, I combine product strategy, UX and systems thinking to create digital products that balance user needs, business goals and technical realities.
Past Projects
Designing a Two-Sided Healthcare Marketplace
Marketplace Design • B2B & B2C • Product Strategy • Service Discovery • Provider Portal • Healthcare
As the sole Product Designer in an early-stage healthtech startup, I designed experiences for both service providers and end users within a two-sided digital marketplace.
While consumers searched for suitable healthcare professionals and services, providers managed appointments, employees, availability and incoming service requests through their own portal. My role was to ensure these connected experiences supported both business goals and user needs while establishing a scalable foundation for future growth.
Reducing complexity in clinical workflows
I led UX research and interface concept design for a next-generation washer-disinfector used in hospital sterile services departments. Through contextual research, user interviews and workflow analysis, I translated complex clinical processes into a clear, intuitive interface designed for safety, efficiency and ease of learning in a high-responsibility environment.
Note: UI layouts and labels have been blurred to protect sensitive data and intellectual property.
UX research • Industrial HMI • Healthcare • Medical Device UI/UX • HMI • Clinical Workflows
Building Structure for an Evolving Enterprise Product
Enterprise UX • Information Architecture • Role-Based Design • Complex Systems UI • MVP • Information Security
Joining a complex enterprise project as a new hire, I rapidly built domain understanding while bringing structure to an evolving product landscape. Building on early product concepts, I helped shape a secure enterprise platform by bringing greater structure, consistency, and clarity to the user experience. Working within an evolving MVP, I focused on role-based design, information architecture, and scalable interaction patterns that supported future product growth.
Note: UI layouts and labels have been omitted to protect sensitive data and intellectual property.
Crafting a Mobile-First Commerce Experience
Mobile Commerce • UX/UI • Customer Journey • Visual Design • Accessibility • Concept Design
BloomBoost is a self-initiated UX/UI concept exploring how design can help small businesses create memorable digital experiences.
I designed a mobile-first concept for a fictional flower shop, focusing on service discovery, navigation and visual storytelling. The project explores how strong branding, accessible colour palettes and thoughtful interaction design can work together to create an experience that is both visually distinctive and intuitive to use.
Beyond the interface
Creative practice
A decade across illustration, exhibitions and animation — 15+ grants, shown across Finland and screened at festivals in Europe.
Cross-disciplinary background
Design education, a business degree, a full-stack bootcamp and an ongoing Master's in design and innovation management.
How I work
Open communication and psychological safety, because trust shapes both team wellbeing and product quality.
Comments about me
“Heta is active team member who not only contributed to various UI/UX design projects but also contributed to community work and impacted on positive and empathetic team spirit.”
— People and Communication Lead
“She brought a high level of creative expertise to her UX/UI designs, consistently delivering work that exceeded our expectations. Her flexibility and cooperative spirit made collaboration effortless, and her friendly demeanor created a positive and productive atmosphere for the entire team”
— Senior Application Developer“She possesses a rare combination of visual flair, customer-centric approach, and communication skills, all essential for delivering excellent UI and UX solutions. She is a huge asset to any modern software development team.”
— Head of Automation