About Me

My work and educational experience on the field of user research

I’m Liisa Rumberg

I am passionate about self-development and continuous learning. For me, one of the best ways of broadening my horizon has always been listening to other people and learning from their experiences. Hearing experts speaking about their field of knowledge is facinating.

Web users are the experts of their experience – listening to them tells us a lot.

We often hear that in order to succeed the businesses should be data-driven in their decisions. Yet, it´s important to keep in mind that the pure numbers are showing only half of the picture.

From the statistics we see what the users are doing on the web but we lack the understanding of why they are doing so. The reasons behind the actions can be understood only by speaking with the users and listening to them. This is what I do and enjoy doing!


User interviews

Facilitated workshops

My Work Experience

Telia Eesti - UX Researcher

2017 August – 2019 May

Conducting usability testing for Telia e-shop, self-service and public web.
Planning and documenting A/B testing of campaign pages.
Tree-testing and card sorting for optimizing the menu structures.

Pipedrive - Customer Researcher

2019 May – 2022 June

Working in the product team closely together with PMs, designers and product data analysts to explore the problems and needs of Pipedrive customers and non-customers. Running user research trainings in-house.

My Education

UX Certificate 2019

In May 2019 I attended the Nielsen Norman Group UX Conference in London.
I covered 5 full-day courses:

CXL Institute courses

In 2020 I covered several online courses from CXL Academy. In total 6 courses worth of over 10 hours of materials.


University of Tartu

2011-2015 Sociology BA

BA in social sciences. My bachelor thesis was qualitative reception research based on in-depth interviews with theatre visitors. 

​2015 – 2017  Theatre Studies MA (unfinished)

My focus was on theatre sociology and audience research.

Life is too short to keep using terrible webpages. Thousands of people can be impacted positively – one session at the time – by implementing user research findings.”


Self-managing Leadership (Oxford Leadership)

In January 2018, I participated in a two-day workshop where we covered a 10-step process to define our (self-)management strategy that is considering our purpose, values, and vision. Read more about the program.

Quantum Shift Experience (Eric Edmeades)

In November 2020, I participated in a three-day workshop that was focused on the physical, emotional and spiritual needs of people, setting goals and detecting and eliminating the limiting beliefs one might have. Change happens through micro-shifts that are repeated continuously over a long period. Read more about the Quantum Shift.

The Art of Conscious Change (Ingvar Villido)

At the end of November 2020, I participated in a two-day workshop that tought how consciously release the negative and conflicting emotions. Read more about the Art of Conscious Change.

Let’s Research Something!