HI!
I’m Sandra. The Designer, in HR.
We all go through that phase of asking “Why?” about everything. Well, I never quite grew out of it. Curiosity is in fact one of my core drivers – how things work, why people behave the way they do, what’s really going on underneath.
It took me to journalism and psychology at university, where my creative streak then led me to design. This started with the visual kind and grew into something much bigger – design as understanding people, business and tech. Digging into the real problem, asking the right questions, making something to test.
And that’s when I really felt at home. My inquisitive mind, put to work on complex problems, with people at the centre. And a dash of critical thinking – not just asking questions, but to question things. Which sometimes takes courage.
Over 20+ years I’ve covered the whole design spectrum, from creative to UX and service design, from hands-on to leading global design systems, communities of 100+ designers and teams across 15+ markets. Much of it about getting people across departments, markets and cultures to think Who, Why and to What end. Not just How.
In my leadership roles something kept striking me: People teams were facing the same challenges as designers, but we used completely different methods. Especially interesting with design thinking and agile service development – built for uncertainty, fast iteration and constant change.
Exactly what the People arena needs right now.
So I founded The People Centric Impact to bring these methods to HR and People Experiences. Cross-pollination at its best!
Always and forever driven by curiosity, learning and collaboration. And fuelled by dark chocolate!
I’m a Designer in HR.
That’s not a typo. It’s the whole point.
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.
I bring an outsider’s perspective
with deep expertise in methods that have proven themselves over and over in customer experience.
Practically this could translate into journey mapping to see where things actually break. 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.
Design Thinking isn’t new – but applying it specifically to People challenges by someone with 20+ years actually doing this work? That’s different.
I teach you how to apply them to people experiences.
While building your internal capability.
Also available as speaker, panelist, webinar guest.
I speak Swedish, English and French.
Based in Bordeaux, working (mainly) remote.