PureDesign

What PureDesign does

PureDesign (legal name: Pure Design) is an Estonia-based, founder-led UX consultancy founded in 2011 by Loori P, a Nielsen Norman Group-certified UX specialist with 12 years of experience designing digital services for Estonian public sector e-service users. The company operates as a sole practitioner (headcount of 1) and delivers four core service lines: UX training programs (UX fundamentals, prototyping workshops, usability testing), UX expert assessments (design reviews, usability and accessibility audits), UX consultation and mentoring (user-centered development process planning, requirements support), and web/UI design services. Its underlying technology is a documented UX methodology codified into two public knowledge assets — UX Reeglid (UX Rules) and UX Soovitused (UX Recommendations) — that cover navigation, forms, tables, buttons, accessibility, modals, search, typography, and WCAG AA 2.1 compliance requirements. UX Reeglid was built using materials from accessibility.twn.ee under license. The core differentiator is the founder's domain specialization in accessible, public-sector-grade interface design rather than any software platform.

The business model is a direct, professional-services consultancy: all engagements are quote-based and customized, with no public pricing and no self-service channel. GTM is sales-led and enterprise-field-sales in nature, with clients reaching out via a contact form or the founder's email ([email protected]). Revenue streams are training fees, expert assessment fees, consulting/mentoring fees, and web design fees. The primary customer segment is Estonian government and public sector organizations (including ministries and registry/information systems centres), with a secondary private-business segment. Marketing is limited to content marketing through the public UX guidelines pages and a Facebook presence. There is no evidence of institutional investment, no partners or sub-contractors visible in the data, and the operating geography is restricted to Estonia. The legal entity is a private Estonian firm with no parent company, subsidiaries, or disclosed funding history.

Name

PureDesign

Legal name

Pure Design

Website

https://puredesign.ee

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

PureDesign is an Estonia-based, founder-led UX consultancy that provides UX training, expert usability and accessibility assessments, consulting, and web design services. It primarily serves Estonian public sector organizations with WCAG-compliant user experience work, delivered as a sole-practitioner practice.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. UX Training Programs: In-person and customized training programs on UX fundamentals, prototyping workshops, and usability testing. Tailored to organization needs. Includes theory and practical exercises.
2. UX Expert Assessment: Expert review and analysis of digital product usability and accessibility. Includes detailed findings report with prioritized recommendations.
3. UX Consultation and Mentoring: Advisory services for user-centered development processes, requirements specification, and procurement documentation assistance.
4. Web Design Services: User interface design services creating visually attractive, well-functioning brand-strengthening solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

PureDesign is a UX consulting and training firm offering in-person UX training courses (UX fundamentals, prototyping workshops, usability testing), expert UX assessments (design audits, usability inspections, accessibility audits), UX consultation and mentoring for user-centered development processes, and web/user interface design services. The firm sells these professional services to Estonian government organizations and private businesses on a customized, quote-based basis.

Product overview

PureDesign is a UX consulting and training company offering a portfolio of services and educational programs. The service offerings include UX expert reviews (expert UX evaluation of digital products and applications), UX consultation and mentorship (strategic guidance on user-centered development processes), and web design (visual design combining UI and UX). The training programs include UX – kuidas alustada? (foundational UX training), Prototüüpimise töötuba (prototyping workshop), and Kasutusmugavuse testimine (usability testing). The company also publishes UX reeglid (UX rules) and UX soovitused (UX recommendations) as publicly accessible UX guidelines.

Differentiator

Problem solved

Functional benefit

Products and services

• UX – kuidas alustada? (UX – How to start?) Foundational UX training course for organizations that want to build a user-centered design process. Covers user-centered design processes, web and information system user interface design principles, and how to integrate UX activities into every project stage. Combines lectures with practical exercises and real-world examples; suitable for anyone seeking core UX knowledge.
• Prototüüpimise töötuba (Prototyping workshop) Hands-on prototyping workshop that teaches participants how to create visual prototypes, test design versions, validate requirements, and assess usability before development work begins. Includes practical exercises with personalized feedback, helping teams find functional gaps early and align stakeholder expectations.
• Kasutusmugavuse testimine (Usability testing training) Usability testing training covering how to plan, execute, and analyze user testing sessions. Provides step-by-step guidance for organizing tests, collecting data, and using findings for decision-making. Includes a live testing session with an actual service user; aimed at those new to usability testing or with interviewing experience but not formal testing experience.
• UX eksperthinnang (UX expert assessment) Expert UX review service that evaluates digital product usability and accessibility through a design audit, usability inspection, or accessibility audit. Identifies interface principle compliance issues and provides prioritized improvement recommendations; significantly faster than traditional usability testing because no user recruitment is required.
• UX konsultatsioon (UX consultation and mentoring) UX consulting and mentorship service that helps organizations improve overall product usability and optimize costs through proper UX processes, methods, and tools. Includes user-centered development action plans, workshops, business process mapping, requirements writing, prototyping, user testing, and accessibility assessment, tailored to each organization's needs.
• Veebidisain (Web design) User interface and web design service creating visually attractive, well-functioning, and brand-strengthening solutions. Combines UI and UX design expertise with knowledge of functionality, technical constraints, industry trends, and user expectations, aimed at attracting and retaining users regardless of product complexity.

Quantifiable outcome

• Up to 40% savings on development work through user-centered design approach

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves3 records

Expansion highlights2 records

Direct peers

• Nielsen Norman Group: Global UX research and training firm founded by Jakob Nielsen and Donald Norman; issues the UX certification held by PureDesign's founder. Direct peer because both deliver UX training, expert reviews, and usability/UX research services to enterprise and public-sector clients.
• Interaction Design Foundation: Online learning platform offering UX, interaction design, and accessibility courses taught by industry practitioners. Comparable as a provider of structured UX training programs, though at much larger scale and with a global audience.
• AJ&Smart: Design sprint and UX training studio offering public workshops, in-house trainings, and design consulting. Comparable in business model: a small specialist firm monetizing both bespoke consulting and repeatable UX training courses.
• Ustwo: Independent digital product studio offering UX design, prototyping, and product strategy. Comparable as a boutique design studio combining UX consulting, training-style enablement, and end-to-end product design.
• Cooper (design firm): UX strategy and product design consultancy with a long history in usability training (e.g., Bill Buxton's work). Comparable as a UX consulting and training firm that sells both custom engagements and structured learning programs.
• UX Design Institute: Provider of accredited UX diplomas, certifications, and short courses for professionals. Direct peer in UX professional training and education, particularly in the EU and English-speaking markets.
• Trinidad Wiseman: Estonian UX and accessibility consultancy whose accessibility.twn.ee materials are explicitly credited by PureDesign as the source for its UX Reeglid guidelines. Closely comparable Estonian-based competitor offering accessibility, UX, and design services to public and private clients.

Broad incumbents

• IDEO: Large, well-known design and innovation consultancy offering UX research, design, and strategy. Comparable at the category level, but operates at much greater scale and breadth; serves as a broad incumbent in the design services market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PureDesignEE

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PureDesign