HI, I'M
SANDRA!
The Designer in HR
– I teach CX Methods to HR & People Teams
Not design in the “make it look good” sense.
Design in the “understand the problem, test solutions quickly, collaborate across departments, make things actually work” sense.
I’ve spent 20+ years designing experiences – from hands on to global design systems, leading teams across 15+ markets and communities of 100+ designers. Along the way, I noticed HR teams facing the exact same challenges we’ve been solving in customer experience (CX) for decades.
What that looks like in practice
Journey mapping to see where things actually break (not assumed). Prototyping to test before you invest. Cross-functional collaboration that gets HR, IT and business speaking the same language. Iterative progress instead of big-bang changes that take forever and cost a fortune.
I founded The People Centric Impact to bring these methods to HR teams – cross-pollination at its best!
The outsider advantage
I’m not from HR. And that’s the whole point.
I bring methods that have proven themselves over and over in CX – now applied to people / employee experience challenges.
Whether you want to learn these methods yourself, up-skill your team, or get hands-on support – reach out and we’ll figure out what’s best.
HOW WE WORK TOGETHER
Everything starts with a conversation.
To understand your situation, challenges, needs, goals and what you’d like to achieve.
Then we decide together what fits
(ALL ARE AVAILABLE IN BOTH SWEDISH AND ENGLISH)
PATH 1 | COACHING
1:1 Intensive for HR Leaders | CX Methods Capability Building – Personalised for Your HR Challenges
Pre-session questionnaire to tailor setup
4-6 x 2h sessions, focused on your challenges
Learn by doing – empathy mapping, journey mapping, ideation, prototyping, user testing etc
Templates and frameworks to continue using
Perfect for
HR & People Leaders, or anyone who wants to approach people challenges differently
Outcome
You have the methods and confidence
to not only design better people experiences, but apply Design Thinking methods more widely
PATH 2 | WORKSHOPS
For Teams / Groups | Facilitated sessions on specific methods, applied to challenges
30-60 minute planning call to scope the challenge
Half-day / full-day tailored workshop (single or a series)
Facilitated activities (journey mapping, problem definition, prototyping)
Clear outputs and next steps to act on immediately
Perfect for
Kickstarting initiatives, getting unstuck and/or
aligning cross-functional teams (HR + IT + business)
Suitable for both HR teams and mixed teams/expertise
Outcome
Momentum on a specific challenge, tangible next steps
Shared methods for improved collaboration
PATH 3 | TRAINING PROGRAMMES
Bespoke Programme for HR teams | Help navigate complexity iteratively – with measurable value for leaders, employees, clients and the business.
Customised through pre-programme interview
Structured multi-session programme, following Design Thinking methods applied to HR
Hands-on practice and application on real challenges
Everyone learns new methods together, strengthening psychological safety and results
Perfect for
HR and People & Culture teams / departments
wanting to work more collaboratively and iteratively
Outcome
Your team get an updated and relevant toolkit to work on people experiences differently, together. Ability to use Design Thinking methods more widely.
AUDIT
Questionnaire & Intro meeting
Stakeholder interviews (recommended)
Analysis of problems, needs, desired outcomes
3-5 priority recommendations
Standalone offer, or prerequisite for the Consulting path
PATH 4 | CONSULTING
For Organisations | Bespoke hands-on support
Customised based on needs, from hands-on to strategic
Connect HR, IT, and business
Prototype and test, scale and systemise
Build internal capability
Cross-functional collaboration that sticks
Outcome
Concrete iterative improvements, measurable impact
The skills for your people to sustain it
CURRENT COURSES & WEBINARS
Design Thinking för HR | Praktisk verkstad med strategisk höjd i en unik kombo
En pilotkurs med "The Architect & The Academic" – hands-on metodik uppbackad av vetenskap
Intresseanmälan är nu öppen för Del 1 av 3
– ett samarbete mellan Sandra Domeij & Per Thilander –
WHY LEARN FROM ME
20+ years designing experiences
Built and led a community of 100+ designers across multiple countries
Headed global experience design teams across 15+ markets
Organized an 80-person virtual conference across 15 countries (60+ NPS)
Led design systems at scale (€8bn Nordic telco)
Created measurable culture improvements in global teams
What makes this different
I’m not from HR. I bring an outsider’s perspective with deep expertise in methods that have proven themselves over and over in customer experience.
Design thinking isn’t new – but applying it specifically to HR challenges, taught by someone with 20+ years actually doing this work? That’s different.
I speak Swedish, English and French. I work (mainly) remote. And I teach you how to apply them to people experiences – and build your internal capability at the same time.
ALSO AVAILABLE FOR
Part-time fractional support for organisations needing embedded design thinking expertise (2-3 days/week, remote). Speaker, panelist, webinar guest.
20+ years designing experiences
Built and led a community of 100+ designers across multiple countries
Headed global experience design teams across 15+ markets
Organized an 80-person virtual conference across 15 countries (60+ NPS)
Led design systems at scale (€8bn Nordic telco)
Created measurable culture improvements in global teams
What makes this different
I’m not from HR. I bring an outsider’s perspective with deep expertise in methods that have proven themselves over and over in customer experience.
Design thinking isn’t new – but applying it specifically to HR challenges, taught by someone with 20+ years actually doing this work? That’s different.
I speak Swedish, English and French. I work (mainly) remote.
And I teach you how to apply them to people experiences – and build your internal capability at the same time.
ALSO AVAILABLE FOR
Part-time fractional support for organisations needing embedded design thinking expertise (2-3 days/week, remote). Speaker, panelist, webinar guest. Enquire for availability.
SYSTEMS JOURNEY MAPPING
By joining my experience across Design systems, CX/Design Thinking and Agile – I’ve put together a concrete framework that I call Systems Journey Mapping
It combines journey mapping, service blueprinting, user stories, sprints, systems thinking and cross-functional collaboration.
It’s how you
→ Map what’s actually happening (not what the policy says)
→ Identify root causes (not just symptoms)
→ Test solutions quickly (before investing in the wrong thing)
→ Get different departments speaking the same language
→ Build capability while solving real problems
Get started | Execute | Scale
These methods have been working in customer experience for decades.
They work for employee experience too.
By joining my experience across Design systems, CX/Design Thinking and Agile – I’ve put together a concrete framework that I call Systems Journey Mapping
It combines journey mapping, service blueprinting, user stories, sprints, systems thinking and cross-functional collaboration.
It’s how you
→ Map what’s actually happening (not what the policy says)
→ Identify root causes (not just symptoms)
→ Test solutions quickly (before investing in the wrong thing)
→ Get different departments speaking the same language
→ Build capability while solving real problems
Get started | Execute | Scale
These methods have been working in customer experience for decades.
They work for employee experience too.
Client Testimonial
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!
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.
Sandra 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.
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!
Sandra 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.
Sandra's style has been truly inspiring to develop my skills as a lead. She 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.
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.
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!
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.
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.
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.
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.
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.