A bit more about me

I’m a product designer driven by empathy and curiosity. I love talking to people, watching how they think and act, and seeing their faces light up when a solution clicks.

Kristel Roosimaa, smiling, in a black top

Over six years I’ve worked on identity verification at Veriff, print-on-demand at Printify, insurance at INZMO and health at Suun, taking work from research and workshops through to design systems and polished UI.

As the oldest of four siblings, I’ve always felt responsible for how others experience the world around them. That sense of care shapes how I design: products that quietly support people in their everyday lives.

  • 6+Years in product design
  • 2Design systems built from scratch
  • 1Full product rebrand, as the sole designer
  • CoolbetProduct Designer2026 – Now
  • Suun HealthSenior Product Designer2025 – 2026
  • INZMOSenior Product Designer2024 – 2026
  • KristentioFreelance UI/UX Designer2022 – Now
  • PrintifyProduct Designer2022 – 2024
  • VeriffProduct Designer2019 – 2021
  • Product design

    End-to-end product work, from flow mapping and wireframes to high-fidelity UI and engineering handoff, on web and mobile.

    FlowsPrototypingVisual designMobile-first

  • Design systems

    Scalable foundations built from scratch: tokens, typography, grids and components that keep teams fast and consistent.

    TokensComponentsDocumentationRebrands

  • User research

    Interviews, usability tests and A/B tests that turn real user insight into confident product decisions.

    InterviewsUsability testingA/B testingWorkshops

  • Brand & web

    Bringing brand identity into digital products and websites, including building sites in Framer.

    Brand expressionWebsitesFramerIllustration