I work with People teams to go from getting started to creating impact the whole organisation feels, and to keep it going.
Service Design methods, hands-on and applied to your actual context.
I'm Sandra. A Designer, in HR.
That's not a miss – it's the whole point.
Most people decisions are made without truly understanding the people they affect
THE SITUATION
Organisations know a lot about their people – engagement scores, exit interviews, pulse surveys. That data tells you What, but it rarely tells you Why. And without that deeper understanding, you end up investing in the wrong things, solving the wrong problems, and losing the people you most wanted to keep.
That gap is where the most expensive mistakes happen.
The onboarding that looks solid on paper but quietly loses people by month six. The AI rollout that lands as a threat before it ever becomes an opportunity. The return-to-office policy – what did you want to achieve with it, and did you?
THE APPROACH
Most people data is lagging – it tells you what already happened, not what’s building beneath the surface. Truly understanding your people means getting closer to their actual drivers, needs and behaviours.
Before disengagement sets in. Before your best people start looking elsewhere. Before a rollout fails because nobody asked the right questions first.
That means mapping the actual experience – not the intended one.
Testing solutions before you commit to them. And building answers with your people, not just at them, with methods experience designers and product teams have used for decades.
I apply them to the moments where getting it wrong costs you time, people and momentum you don’t have to spare.
Stop designing
for your people
Start designing
with them
But in an ever faster changing world, NOT experimenting and innovating is the biggest risk of all.
Start where you are. Reduce scope. Aim to learn, not for perfection. Start doing. Test, improve, repeat.
WHAT CLIENTS SAY
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.
Sandra is a fantastic coach. Her approach is open and guiding. She gave me the space and confidence to learn and apply Design Thinking within my own context as a people professional, leading from a place of value creation to improve the employee experience.
If I look back on my career so far, this has in its own way underpinned much of what I have done, without me realising it. Sandra’s ability to bridge Design Thinking with HR is not only insightful, but can be transformative.
I have had the privilege of collaborating with Sandra in building a new training program, Design Thinking and HR.
Sandra is highly competent in the field of Design Thinking, and she has extensive experience from different industries, which makes it easy for her to relate to a wide range of experiences.
Sandra is creative and full of ideas, but she also gets things done. It is easy to work with her; she is attentive, responsible, and always brings that little extra.
Sandra’s deliverables are of very high quality, and anyone who works with her will be very satisfied. I can give her my strongest recommendation!
HOW WE WORK TOGETHER
Based on Design Thinking methods, principles and tools.
Everything starts with understanding your situation, challenges, needs and goals.
(ALL IN SWEDISH & ENGLISH)
Build capability and confidence to approach people challenges differently
→ Pre-session questionnaire
→ 4-6 x 2h sessions
→ Learn by doing – empathy mapping, journey mapping, ideation, prototyping, user testing etc
→ Templates and tools to use
OUTCOME
You have the methods and confidence to not only design better people experiences, but apply Design Thinking methods more widely
Hands-on upskill, kickstart or momentum, for People and cross-functional teams
→ 60 min call to scope the challenge
→ Half-day / full-day tailored workshop (single or a series)
→ Example activities – journey mapping, problem definition, prototyping etc
→ Concrete next steps to act on
OUTCOME
Momentum on a specified challenge, tangible next steps and shared methods for improved collaboration
Help HR & People teams navigate complexity, work more collaboratively and iteratively
→ Pre-programme interview to customise
→ A multi-session Design Thinking setup
→ Hands-on and applied to your challenges
→ Everyone learns new methods together, improving psychological safety and results
OUTCOME
An updated and relevant toolkit to work on people experiences differently, together. Ability to use Design Thinking more widely.
– a collaboration Sandra Domeij & Per Thilander –
WHAT COLLEAGUES SAY
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!
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.
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.
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.
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!
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...
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.