A discrete design practice
LAURI POST
No design degree. No business background. No master plan.
I started by Googling my way through problems and learning by doing. 15 years later, I've built businesses, created products and brands, worked across 29+ countries, trained thousands for Google, and picked up a few awards along the way.
Still learning. Still building.
LONG STORY SHORT
Hi, I’m Lauri Post. I design, build, and shape ideas for people and brands with high standards, big ambitions, and something worth making better.
I keep my practice intentionally small. I like being close to the problem, close to the people making decisions, and close enough to the work to obsess over the details. That’s usually where the exceptional stuff happens.
In 2011, I quit a promising marketing job with no business background, no proper design skills, and no particularly clever plan for what came next. I started freelancing, figured things out as I went, and eventually built a business around it.
There was a lot of trial and error. A lot of Googling. A lot of saying yes first and learning how to do it afterwards. Somehow, that approach worked. I’ve been building my own businesses ever since.
I never went to design school. In fact, my hometown art school rejected me in 2008. So I learned the other way: by making things, breaking things, studying why they worked, starting again, and spending an unreasonable amount of time trying to make the next version better.
That still describes how I work today. Experience helps, taste matters, but curiosity and persistence have probably taught me more than anything else.
What started locally travelled surprisingly far. Over the years, I’ve delivered client work across 29+ countries, helped lead creative projects worth millions of euros, and earned 11+ international design awards, including Silver at the European Design Awards and multiple German Design Awards.
The awards are nice. The better part is seeing something that started as an idea on a screen become a real product, brand, or experience used by millions of people around the world.
I’m an introvert, so standing on a stage in front of hundreds of people was never an obvious career move. I did it anyway.
I’ve since spoken seven times for the Grow with Google series, trained thousands of people, and delivered keynotes at major events. It taught me something useful: you don’t need to become fearless. You just need to be prepared enough to do the uncomfortable thing anyway.
In 2020, together with some brilliant people, I helped create an experience for Aalto University in Finland, one of the world’s leading universities for art and design. The project went on to win Silver at the European Design Awards.
Going from being rejected by a small local art school to designing for one of the world's most respected ones is still one of my favourite full-circle moments.
Design is the thing I’ve spent most of my career getting good at, but I’ve never been particularly interested in staying inside one box. I like brands, products, technology, business, psychology, spaces, and anything that involves taking something from an idea to something real.
And when I’m not making things, I prefer being outside. Hiking, exploring, or simply being somewhere with fewer screens. I also hold an international recreational small-craft licence, which technically makes me a captain. Surprisingly useful training in responsibility, navigation, and knowing when it’s time to change course.
In 2025, after years of working with traditional design and development teams, I went deeper into no-code, AI-assisted workflows, and new ways of building digital products. I became a certified Webflow Partner and started experimenting heavily with AI, agents, and tools that can turn an idea into something working faster than ever before.
The tools have changed dramatically since I started. The job underneath them hasn’t: understand the problem, remove the unnecessary, make the complicated feel simple, and build something people actually want to use.
All of this has also shaped Xfiner, the studio I founded back in 2014. Today it’s deliberately small, flexible, and built around a trusted network of people I know can do exceptional work.
I’m not interested in building a giant agency. I’d rather take on fewer things, work directly with ambitious people, and have enough involvement to genuinely care about the outcome.
In 2026, a lot of my attention is going into the intersection of design, AI, and building. We can now turn ideas into working products at a speed that would have seemed ridiculous a few years ago. But faster technology makes judgment, usability, taste, and understanding people even more important.
I also moved to Spain in 2026, started experimenting more with real estate, and somehow found another category of things to redesign. You can find some of those experiments in the Lab.
After all these years, the basic motivation hasn’t changed much. I still love taking an idea, figuring out what it could become, and making it real.
And I teach my son much the same thing: you don’t have to know everything before you start. You just have to start. Cheers, Lauri
FEEDBACK
A few words from selected people who trusted me and Xfiner with ambitious ideas, complicated problems, and work that had to matter.
“xfiner has contributed with several excellent trainings to our SMB digital skills training program in Estonia. The great knowledge and detail-oriented approach to design and usability has shone through both the content and delivery. It has been a joy to work with xfiner!”
“I have worked together with Lauri and xfiner with several different projects and this has always been a pleasure. Got many good ideas how to improve Tele2.ee average order value! Keep up the good work!”
“Working with Lauri was an excellent experience. He delivered everything promised, and the final web design exceeded our expectations. That’s why we wholeheartedly recommend Xfiner as a collaboration partner.”
“Working with Lauri and Franz was a real eye-opening experience. So things can actually be done in high quality, super-fast speed and fair pricing? Sign me up for more! The professionalism, positive vibes and a somewhat rare ability to keep meetings short and productive is a real treat. They listen, guide and form even the most difficult ideas into usable interfaces with care. 10/10!”
“From KAFO's side I can say that our cooperation with xfiner is very constructive. They are pros in their field and can always give the best solution for our needs.”
“Good design is about finding better and more efficient patterns for the end-users, not just decorating the existing facade. xfiner does exactly that. Recommend!”
“Collaboration with Xfiner is very good and things go fast. They are professionals in their field, and have mastered the latest eCommerce trends. We re-designed the entire eCommerce site with their team and design system.”
“I had no idea a website could be built this fast! But beyond the speed, Lauri and the Xfiner team were incredibly professional, solution-oriented, and friendly. As a bonus, we also received a beautiful design – our website truly looks great now. An absolutely incredible experience – I 100% recommend them!”
“xfiner is a top-class partner in their field. Every project has been a joyable, yet really constructive and a successful ride which has improved our UX remarkably!”
“Working with xfiner is really easy – they provide a clear roadmap and everyone speaks the same language so that non-designers can also follow the complex processes.”
“The Team at xfiner gives tremendous support to Bring Hope Humanitarian Foundation on a weekly basis. The service is outstanding, fast, and precise. They are sincere!”
“xfiner is a strategic design partner that does not only make cool designs but also thinks with you in order to work out the best solution for everybody involved”
“xfiner is a valuable partner for The Estonian E-Commerce Association and is actively supporting and educating the eCommerce industry globally.”
“We were in search of something trendy and modern. Asking the right questions, Xfiner & Wunderfront was quick to show initiative. We provided were scope and they delivered. Professionals.”
“We’ve thoroughly enjoyed working with xfiner! They’re a wonderfully creative company with a professional team that is quick in delivering great results.”
“Working with xfiner turned out to be a great and smooth experience with very close and frequent communication. Working remotely came with no challenges.”
“Working with xfiner is a bliss. They are a professional, highly motivated and competent team. They see opportunities and challenges, think along.”
“xfiner has helped us with our immediate UX needs in a professional way, at the same time keeping a personal touch on all cooperation. We would definitely recommend xfiner.”
“xfiner is one of a kind company in its field. We have had very smooth cooperation and they have given us very valuable insight to improve our eCommerce, average order value and the customer experience overall.”
“Xfiner & Wunderfront did a great job in improving the user experience of our digital product. They're a fast and professional partner who were fantastic to work with.”
“xfiner's team is committed, fast and professional. Their audit gave us valuable information and guided us in choosing the right direction. Recommend!”
