Great

EXPERIENCES

ARE

Designed


HI, I'M
SANDRA!

I’ve spent 20+ years in human-centred design – from media and global design systems at a Nordic telco, to leading agile customer- and people experience for a 15+ markets ecommerce agency.

We don’t ask enough questions anymore, rushing into solutions, optimise and sub-optimise. Often without knowing Why, for Who or even towards What. Wasting time and money on the wrong things. Just because you never asked or understood the core problem.

I know the importance of designing experiences. To ask and listen. Cross-functionally collaborate. To understand, prototype, test, improve. Step by step. Connecting humans to business goals. Business is always about People.

That’s why I founded The People Centric Impact

Most People transformations fail because they’re built by HR, for HR.

Bring in The Designer!

I come with the toolkit, mindset, strategy and energy needed to Get started. Execute. Scale.

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PEOPLE & CULTURE CHALLENGES

CEO PERSPECTIVE

How do we scale beyond 100 employees without losing the culture?

Why are we losing critical talent to competitors?

What’s the real ROI on our people investments beyond engagement scores?

How to build leadership pipeline internally?

Managing remote teams across different countries and time zones is harder than we thought it would be.

Our best people aren’t ready to be managers, but we need leadership layers to scale well.

CHRO PERSPECTIVE

How do we measure people impact in terms that the CEO actually cares about?

How do we develop managers who can lead without abandoning collaborative culture?

How do we prove that culture preservation drives business results?

Talent war, how to recruit and keep top talent?

Local solutions, scaling is a nightmare.

Stuck in our ways, buried in admin and process.

HR stuck in the middle, taking blame for bad leadership and expected to “fix culture”.

EMPLOYEE PERSPECTIVE

HR is a slow function, siloed from the business and doesn’t understand it, or us.

Little or no cross-functional collaboration or innovation on people initiatives.

People level not aligned to business outcomes.

Leadership not walking the walk.

Local HR silos – unfair differences, unclarity. 

HR focus on admin, process and sub-optimising solutions, no real change.

Half our team wants full remote, half wants office time, and nobody’s happy with policy.

The Designer's Toolkit

FOR PEOPLE STRATEGY

Your people strategy should be more than HR policies, it should drive competitive advantage.
I help scaling tech companies apply agile Design Thinking to HR challenges that unlock retention, engagement and performance through human-centred transformation.

JOURNEY MAPPING
Visual documentation of your complete employee experience from hire to exit. Reveals hidden friction points that cost retention and shows exactly where small changes create big impact on engagement.

→ Clear roadmap with prioritised actions that turn employee pain points into competitive advantages.

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EMPATHY INTERVIEWS

Structured conversations that uncover what employees actually think versus leadership assumptions. Bridges the gap between boardroom strategy and workplace reality to inform decisions with authentic insights.

→ Evidence-based understanding of real drivers behind retention and engagement challenges.

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IDEATION WORKSHOPS

Collaborative sessions generating creative solutions to defined people challenges. Brings diverse perspectives together to move beyond obvious fixes and discover breakthrough approaches your team hasn’t considered.

→ Portfolio of tested concepts ready for prototyping and implementation.

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PROBLEM DEFINITION

Facilitated analysis that transforms vague people issues into specific, actionable challenges. Ensures you’re solving root causes rather than symptoms before investing time and resources.

→ Clear problem statements with success criteria that focus efforts on highest-impact solutions.

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RAPID PROTOTYPING

Quick testing of people solutions before full rollout across your organisation. Reduces implementation risk by validating concepts with real users and gathering feedback early.

→ Proven approaches with adoption confidence that eliminate costly rollout failures.

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Client Testimonial

Working with Sandra on our onboarding journey mapping gave us a completely new perspective.
We identified core challenges, opportunities and connections – from employees through to internal processes. Outlining actions to take towards improved engagement and productivity.
Sandra is, apart from being a true professional, very pleasant to work with.

Ulrika Lindberg
Global HR Manager, vaimo

What's it like to work with me?

I couldn't have dreamt for a better role model in working on designing experience roadmaps for both Customers and Employees, facilitating workshops or delivering company wide presentations.

Additionally to that Sandra is representing outstanding work ethic and engagement, of the kind that inspires everyone around.

I am looking forward to collaborating with Sandra again in the future and recommend her service to anyone who wants to take their Customer/Employee experience to the next level!
Ola Wilczynska
Ola WilczynskaHead of people strategy & operations
Sandra really shook things up, creating a thriving global community for our designers and pushing us all to be more design-focused.

Sandra is a people person through and through. She's super approachable, makes work fun, and has a knack for bringing people together

Her creative spirit didn't just make our design practice better – it made our whole team more engaged and enthusiastic.

Her impact on our team can't be overstated. She’s helped all of us step up our game, myself included. Sandra is the kind of person who makes any team better just by being part of it.
Henrik Feld-JakobsenChief Strategy Officer
Que ce soit au travers de l'enthousiasme et de la persévérance qu'elle met dans les missions qui lui sont confiées ou bien dans la qualité de ses recommandations aux clients, on ne peut que se souvenir positivement de cette collaboration.

Véritable couteau suisse du design d'expérience, Sandra n'est pas en reste quand il s'agit d'assumer et de présenter publiquement ses idées à un large public.

Au delà des compétences professionnelles, elle a su driver une équipe multi-culturelle dans des contextes variés et avec un véritable leadership bien à elle. Ajoutez à cela une personnalité pétillante, pleine de vie et toujours prête à bien faire.
Benjamin julien
Benjamin julienSales consultant
I had the pleasure of working with Sandra on multiple projects in the Middle East and she's the kind of person you want on your team.

Sandra is a true design thinker, reminding us to prioritize the needs, desires, and behaviors of the end-user above all else.

What sets Sandra apart is her leadership style. She empowers the team, providing guidance when needed, but also knowing when to step back and let creativity, engagement, and accountability flourish.

I deeply value Sandra not only for her professional expertise in crafting human-centric experiences but also for her empathy, kindness, and commitment to sustainable and inclusive design.
Alec Bedzir
Alec BedzirHead of consulting
Sandra has been key in helping Telia Company set the strategy, the direction and start executing on creating a common design system for all countries within the group.

Her passion for her work is evident, she's easy going and great to collaborate with. It's been a pleasure working with her, and seeing the design system grow from an idea to something tangible and usable.
Einar Kringlebotten OlsenLead Domain Architect
During Q1 2024, she planned, organized and held a virtual conference for our UX & Consulting teams (100+ people) and her drive, enthusiasm, and attention to detail made this event one of the best virtual summits I've ever attended!

More than her technical knowledge, management style or decisiveness, it's her interpersonal skills that I'll remember the most. Sandra is a natural leader, and her level of empathy and kindness allows her to rally people from any culture to stand common ground.
Alexis GosselinCRM Specialist
Sandra has been presenting Global Onboarding Consulting & UX Sessions for newcomers at Vaimo. Her presentations have always been the most interesting to listen to. They are very well built up: fun, engaging yet very informative.

Sandra never stops to improve and bring new elements to the presentations. She has always been a pleasure to work with, such a positive mindset and so professional, lot to look up to.
Stänli VolmersonHR Coordinator
Collaborating and working with Sandra has been pure joy. She has not only enabled a solid design system to be used over different countries and products but also to get designers all over the organization to share, connect and evolve.

She always approaches needs and vision with a holistic and actionable plan which has led to some great outcomes, not only for the design community but Telia as a business.

Anyone who gets the pleasure to work with Sandra - congrats! She will be greatly missed.
Mikaela LarssonConcept Experience Director
Sandra's leadership is truly inspiring.

By fostering collaboration and innovation, she empowers team members to explore ideas and take ownership of projects.

Her commitment to the growth and development of her team is evident in her proactive mentorship and guidance.

In summary, Sandra's passion, expertise, and empathetic leadership make her an invaluable asset to any team.
Natasha Nelui/ux lead
She is an expert at all things experience related. Her focus on human centricity means she knows and understands not only what customers want and need, but what organisations and client stakeholders need.

She led by example and supported a global team of UX consultants in their growth as a team, and as individuals. She has been widely respected by her team as not only an expert in her field, but as a leader that inspires and delivers excellent work.

Sandra is hard working, unafraid and ensures that day to day work is also fun for everyone around her. Her boundless energy pushes teams and projects to excel at everything they try.
Georgia BarryGlobal Head of Discovery
Sandra has a great talent for for leading teams of designers from diverse backgrounds across various countries, seamlessly blending creativity with design thinking and strategic direction to deliver projects that earn the trust of several clients across different industries.

Her leadership style has been truly inspiring to develop my skills as a lead. Sandra fosters an environment of collaboration and innovation, empowering designers to explore ideas and take ownership of projects. She has the ability to see the big picture while also paying meticulous attention to the the details.

Sandra is a strategic thinker who understands the importance of aligning design solutions with business objectives.
Angels VicenteUX / UI Lead
Despite the challenges of starting a new career, especially during the war in my country, Sandra's leadership made all the difference. Under her guidance, I felt valued, supported, and empowered. Sandra played a significant role in my growth and development, and I can honestly say that working with her has been a joy. She's more than just a manager; she's a people person who creates a nurturing and collaborative environment. Sandra's proactive and innovative approach is truly remarkable.

What makes her stand out is her ability to lead by example, inspiring others to strive for excellence. Her warmth and encouragement make every interaction meaningful. I wholeheartedly recommend Sandra for any role where her professionalism and genuine care can make a positive impact.
Yuliia TokaretsUX/UI Designer
I would jump at the chance to work with Sandra again!

Sandra raises the bar for what good looks like and what teamwork feels like. She invests her full energy, engagement and personality into achieving the company and team goals! It's rare to see such levels of commitment and skills!
Lise DørgeGlobal Head of Delivery
I'd recommend Sandra wholeheartedly and without question.

Professionally she's mature, considered, and undeniably an expert in Experience Design. She has the ability to inspire and innovate, balancing this with a considered pragmatic approach.

Working with her at Vaimo I watched her galvanise and connect teams globally, delivering visionary work at pace, calmly and confidently.

One of the world's more unique minds, and all the better for it...
Adam FulfordChief Strategy, Customer & Commerce Officer
I’ve worked with Sandra at Vaimo for about 2 years, and it’s been both inspiring and fun. Sandra has great energy, is always full of creative ideas, and is incredibly supportive and intuitive.

She’s both skilled and passionate within her field and she built Vaimo’s global experience design practice into what it is today. I had the privilege to work with Sandra on a Sustainability project, and it’s not often I worked with someone so efficient and driven.

You can consider yourself lucky if you get the opportunity to work with her!
Ella MolinGlobal Head of Marketing
Sandra, a visionary leader and exceptional Global Head of Experience Design at Vaimo. Her impact on the global team and organisation was profound, she:

Unified the team | Sandra's unique leadership style, characterised by her empathy and strategic thinking, brought the team closer, fostering community and collaboration.

Demystified design thinking | Sandra's passion for design thinking was contagious, helping make design more accessible and understood across the organisation.

Sandra's leadership, expertise, and dedication have been invaluable to Vaimo's success.
Rohan VisagieCountry Manager
I have worked along Sandra in both client projects and internal transformation projects.

I found her energy, domain knowledge and sense of empathy invaluable assets. Sandra has the ability to graciously balance user needs, business rational, and technical implications - a skillset which takes both clarity and diligence.

Sandra is a passionate designer and manager, and leaves her mark by actively coaching, including and supporting team members around her.
Gillis HedlundHead of Business Development
As Global Head of Experience Design, Sandra built a solid CX practice throughout Vaimo, mentoring designers and supporting sales.

Sandra's contribution, enthusiasm, positive attitude, dedication and team spirit were critical to my success on several client cases.

Even before moving to France, her French was solid and has been further improving since, giving her the confidence that she can indeed conduct business with our French clients and prospects without problem. Sandra would be a great asset to any team or project and I look forward to working with her again.
Arnaud BeuillardCommercial Director, France & BLX
Sandra is an exemplary leader who stands out as one of the most remarkable managers I've had the privilege of working with in my professional career.

What sets Sandra apart is her inclusive and empathetic approach, fostering a collaborative environment. I've experienced firsthand her commitment to understanding the individual strengths, skills, and passions of each team member.

Sandra's leadership style is a perfect blend of respect, determination, and remarkable emotional intelligence. She leads by example and what I find most admirable about Sandra is her accessibility and genuine willingness to address any challenge.
Miriam MatasSenior Product Designer
Sandra has been a passionate lead, and the driving force behind some of the big and important changes in the design community in Telia. Enthusiastic and working hard to build both the design system and design community. And with good results.

I have nothing but good things to say about Sandra. Highly sociable and funny as well.
Jørgen StensrudSenior UX Designer
Sandra is an excellent lead and superb colleague. She gave me support and encouragement every day when we worked together and asked for feedback regularly.

She encouraged new ideas and made room for creative thinking. When facing an issue or problem, Sandra keeps asking questions until she finds a solution, while keeping a positive attitude. I enjoyed working in her team and can definitely recommend her for any lead position.
Hanna JurvelinUX Designer
Sandra is ambitious, constantly wanting to evolve, being responsive to team members needs and always reliable.

During our work together Sandra dived into user research and user testing, in parallel with leading the design system development. I noticed that her journalism background and personality made her a natural when it comes to performing usage testing, analysing and generating insights that she used as a base for problem understanding and design arguments.
Anna SimonHead of CX & UX

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