Priit Karu
Product designer. Lead. Entrepreneurial creative.
8+ years of product design experience in B2B and B2C SaaS – seven of them at Pipedrive 🦄. I design elegant user experiences for complex workflows, build design systems, and lead teams.
I designed my first website circa 2002. Since then, presenting information clearly and solving real problems through great user experience has captivated me more than anything else – so I made it my profession.
I have bootstrapped a web design studio where I coded, designed and ran the business. I then transitioned to become a product designer, a design systems designer, and a team lead at Pipedrive, the unicorn sales CRM from 🇪🇪 Estonia.
Most recently, I worked as Product Design Lead at Omniva 📦 where I reshaped how the design team worked with product teams, contributed to design systems, accessibility and designed the #1 free Productivity app on the Estonian iOS App Store.
I took a career break in August 2025 to re-energize. Since then I've travelled, gone mountain hiking and transformed my nutrition and training habits. I've also made over €80k revenue with a niche eCommerce store in Estonia. Now I am ready to put my full energy into something new.
In my free time I try to keep fit, indulge my interest in cars, tech, music and business. I’ve sang in choirs and played guitar in bands. I love DIY projects and get inspiration from natural and urban environments.
Work
Zen Mode – banking for the elderly
2026I designed and vibe coded a banking app prototype for the elderly in four iterations, under two weeks.
Omniva Mobile
2024–2025I fixed the usability of Omniva's consumer app, raising its App Store rating from 3.5 to 4.8★.
Pipedrive Design System
2021–2024I designed Pipedrive's semantic design system, enabling two painless rebrands, then led the team behind it.
Web Forms
2020I designed a brand-agnostic design system for Pipedrive's Web Forms, so they fit any customer's website.
Caller
2019I designed Pipedrive's native calling interface, so salespeople could call and log outcomes without leaving the CRM.
Scheduler
2018I co-designed Pipedrive's updated Scheduler, which grew MAU by 200% and became the main driver of plan upgrades.
Experience
- I took a deliberate break from product design to recharge and invest in health and personal projects.
- Created a niche Estonian web shop as a side project and grew it past €80k revenue.
- The goal was to learn about eCommerce, marketing, and running a small business.
- I built the shop, sourced the goods, shot the ads, shipped the packages, and handled customer support.
- Average genuine user rating for the shop and products 4.9★.
- I redesigned the function. Task finishers became partners for product.
- Embedded designers into product teams, significantly raising our influence.
- Redesigned the Omniva mobile app. Now at 100k MAU and 4.8★ in App Store.
- Shifted attitude toward usability testing and accessibility in the org.
- Coordinated a11y efforts for digital channels.
- I led a team of three (web, mobile, content).
- Created systems and rituals which ensured focus on high-impact activities.
- Achieved all-time high satisfaction with the design systed.
- Upgraded the design system to world class (published in Figma Community).
- Shipped a global customer effort score module to quantify UX quality.
- Baked accessibility into our components as a default, not an afterthought.
- I refactored web app design system and implemented a semantic design system architecture of my own design.
- Enabled two painless product rebrands.
- Key voice for consistency & quality during rapid design team expansion.
I conducted tens of user interviews regularly · Did on-site job shadowing · Designed a major internal dashboard design for engineers · Minor feature design in product
I co-founded a web design studio · Custom Wordpress websites for SMEs