# Kaspar Kuus

> Kaspar Kuus is an award-winning product designer with 10+ years of experience, based in Tallinn and often in London. He designs products people trust with real money and real decisions, from zero-to-one launches to daily funnel work, with recent years leaning fintech. He came to design from marketing, co-founded and sold a startup, and is largely self-taught.

Contact: 6kaspar@gmail.com
LinkedIn: https://www.linkedin.com/in/kaspar-kuus/

## Services
Kaspar takes on a small number of projects directly, as one senior pair of hands rather than an agency with account managers and rotating juniors.
- [Product design services](https://kasparkuus.com/services/): How to work with him, with proof and a way to start a project.
- Zero to one: taking a product from a blank page to a launched, trustworthy version, with information architecture, core flows, key screens and a design system that scales.
- Fix the funnel: finding where people drop off or hesitate and reworking those exact moments until completion, drop-off and cost per signup move.
- Design audit: a focused teardown of one flow or screen, with prioritised fixes you can act on right away.

## Selected work
- [Monefit Credit subscription](https://kasparkuus.com/project/monefit-credit-subscription/): A premium 0%-interest credit subscription taken from zero to launch in Spain, then grown through daily funnel iteration and a 500-ad acquisition engine.
- [Emerald longevity platform](https://kasparkuus.com/project/emerald/): A preventive-health platform built from zero, turning 115+ biomarkers into one clear score, with reports, wearables and certified GP chat.
- [Lightyear help centre](https://kasparkuus.com/project/lightyear/): A branded self-serve help centre across web and app that cut support contacts by 15% by letting customers answer their own questions.
- [All work](https://kasparkuus.com/project/): The full case-study index.

## Notes (essays on product design)
- [What most fintech onboarding gets wrong](https://kasparkuus.com/notes/what-fintech-onboarding-gets-wrong/): The welcome carousel is not your onboarding, the KYC flow is, and almost nobody designs it that way.
- [Ten thousand ads later, every screen is an ad](https://kasparkuus.com/notes/every-screen-is-an-ad/): What designing and testing over 10,000 performance ads teaches about product screens.
- [Nobody wants a lab report](https://kasparkuus.com/notes/nobody-wants-a-lab-report/): People do not open health apps for data, they open them with a question.
- [The eye finds your button last](https://kasparkuus.com/notes/the-eye-finds-your-button-last/): How attention actually moves across a screen, and why the call to action is found last.
- [Design the bad day first](https://kasparkuus.com/notes/design-the-bad-day-first/): Demos never fail, products do, and the declined application and empty dashboard decide who comes back.
- [The mockups are free now](https://kasparkuus.com/notes/the-mockups-are-free-now/): AI design tools make screens cheap; the brief, the judgment and the accountability stay expensive.
- [Accessibility is law now](https://kasparkuus.com/notes/accessibility-is-law-now/): The European Accessibility Act is enforced, fintech is in scope, and the accessible version was always the better product.
- [Your next user isn't human](https://kasparkuus.com/notes/your-next-user-isnt-human/): AI agents browse, compare and pay; design fintech screens machines can read and humans can trust.
- [All notes](https://kasparkuus.com/notes/): The full notes index.

## About
- [Home](https://kasparkuus.com/): Overview, selected work, how he works, and how to get in touch.