Role Model Blog: Petra Tarkkala, Tietoevry Create
Fri, 14 Nov 2025 09:53:36 +0000
Steve Jobs famously said, “Design is not just what it looks like and feels like — design is how it works.” Design is so much more than the visual layer; it goes far deeper than that.
About me
I’m Petra Tarkkala, and I’m the Head of Design at Tietoevry Create Finland. I have 25 years of experience in service design, UX, and digital transformation, making me one of the pioneers in digital design in Finland. When I started, the field of service design was still quite small, and it’s been inspiring to witness its growth. In many ways, I’ve evolved together with the industry.
My team has about 20 designers in Finland and collaborates with international design teams across the Nordics, Central Europe, and the US. Most of my work involves consultative projects, which are mainly in public services and large enterprises based in Finland.
My approach is very hands-on and grounded in understanding real user needs. We always base our work on insights, so it’s essential for me first to understand the actual context and what users truly need before trying to solve any problem.
About my role
As Head of Design, I lead our design team, grow our competence, recruit new talent, and help shape our project portfolio. I also stay hands-on with design projects. This keeps my skills sharp and my thinking fresh. Working directly with clients not only inspires new ideas, but also makes me a better design leader.
Service design is fundamentally about understanding people and creating services that are accessible, intuitive, and genuinely valuable, whether that means digital solutions, better face-to-face experiences, or entirely new ways of working. The process always starts with a deep dive into user and business needs, followed by ideation, prototyping, and testing with real users. It’s iterative: we refine and test concepts until we find what truly works. In a nutshell, we co-create solutions that make a positive difference for both organizations and the people they serve.
For example, in healthcare projects, service design might mean ensuring digital tools support, not replace, human interaction, or making sure vulnerable groups aren’t left behind. In Finland, service design can help make limited resources go further by tailoring services to different needs: some people are happy with digital consultations, while others—like many older adults—prefer face-to-face encounters. The key is designing with empathy and flexibility, so everyone gets the support they need.
Petra Tarkkala, Head of Design, Tietoevry Create
The beginning of my career
I was always quite good at math and strong in the natural sciences, and I was also very creative. Still, I didn’t have a clear idea of what I wanted to do. I didn’t dream of being a doctor or a teacher. I just knew I wanted to do something meaningful that would let me use my strengths.
Since I had studied a lot of math and physics in high school, I decided to apply to the Helsinki University of Technology (now known as Aalto University) to study computer science. I got accepted right away, in 1996.
Building my own path
I feel incredibly lucky to have followed this path. I could have never planned it. Back in high school, this kind of career didn’t even exist. That’s something I often tell young people, including my own kids: don’t stress too much about deciding exactly what you want to be, because your future job might not even exist yet.
At the time, I just believed that having a master’s degree would open doors, and I truly got lucky. I made my choices somewhat randomly, but by following my strengths, I found work that motivates me and makes me happy.
Working at Tietoevry
I joined Tietoevry in 2018, and I’ve genuinely loved the journey ever since. At heart, I’m a creative problem-solver—I thrive at the intersection of business, design, and technology, and I honestly can’t imagine doing anything else. With my technical background, creativity, and strong sense of user empathy, my role fits me perfectly. I also value meaningful work: helping businesses succeed while creating real impact. I feel lucky that it’s been so easy to balance my work with my personal life.
The value of AI
AI enables us to focus on more meaningful and valuable work by automating the mundane tasks. AI frees up time and resources. For example, previously, part of our project’s budget had to be used for routine tasks, such as transcribing user interviews. Now, AI tools can generate transcripts for us and even help identify key insights from those interviews.
I use AI as a sparring partner. When I need to produce material for a client or develop something for a project, I check AI’s findings, compare it with my own, and then create a synthesis. It’s like having a very smart colleague always available, who provides valuable input, but one you can’t trust 100%.
Keeping myself motivated
As a consultant, receiving genuine gratitude from clients at the end of a challenging design project is highly motivating. Another key source of motivation for me is the community I work with. My team is fun, energetic, and truly passionate about what we do. What motivates us is the belief that our work matters, that we’re solving real problems and making a difference. Being surrounded by people who care deeply about the impact of their work is incredibly motivating.
My advice to women in tech
I think that for women in tech is especially important to remember that we should be bold in our ideas and confident in our abilities. If we have the skills and the foundation, we shouldn’t wait to be guided; we should step forward and take the lead ourselves. I encourage my team to be proactive and speak up. I often remind them: “Don’t wait for permission to lead — just start leading.” Design is not always well understood; being clear, assertive, and confident is necessary to move ideas forward.
My favourite quote
Steve Jobs famously said, “Design is not just what it looks like and feels like — design is how it works.”
Design is a powerful tool for change. Design is not just about making things look good—it’s about making things work better for people, systems, and the planet. I believe in creativity as a force for transformation, and I’m always looking for ways to bring creative problem solving and user empathy into the work I do.
The post Role Model Blog: Petra Tarkkala, Tietoevry Create first appeared on Women in Tech Finland.
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