Sandra Domeij

Great Experiences are Designed – The Designer's Toolkit to People Strategy

This is not traditional consulting.

It's intentionally Designing your People Strategy for True Transformation.

Connecting people-centricity to business outcomes.

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

I bring journey mapping, rapid prototyping and cross-functional collaboration to leadership teams who've never experienced these methods applied to their people challenges.

This means:

→ Faster leadership alignment through facilitated design sprints

→ People processes scale smoothly with modular "Core & Flex" frameworks

→ Cultural transformation sticks because we build capabilities, not just solutions

→ Employee Experience becomes measurable through design research and journey mapping

Real impact.

I don't just solve your immediate people problems.

I help you build a people-centric mindset that becomes your competitive advantage.

The companies I focus on will continue the transformation long after I leave.

My deeper mission?

I'm a psychology nerd with empathy at my core who believes in people-first servant leadership.

Whatever your business, you're fundamentally in the People Business.

Some ways I can help

→ Transform HR into an agile service that drives business value

→ Map out employee journeys to reveal hidden opportunities

→ Connect HR initiatives to business outcomes with insights

→ Facilitate communications that gain stakeholder buy-in

→ Implement sprints for rapid testing and scaling

→ Break down silos with collaborative workshops

→ Blend qualitative and quantitative insights

→ Service management to People Services

→ Speaker, Panelist & Facilitator

→ Connect EX to CX

A group leadership role spanning across 15 markets driving strategic initiatives, leading the global experience design team and community collaboration as well as instrumental in making the company become more human centric overall. Led and contributed to several large pitches and proposal developments for significant clients.

→ Led a global team of 15+ designers with executive-level oversight on people allocation, performance management, and career development, establishing a job level framework that balanced individual growth with organizational needs

→ Drove strategic transformation to an "experience first" approach across the organization – from sales pitches and offerings to internal operations – by evangelizing design thinking methodologies and challenging traditional mindsets

→ Orchestrated and facilitated a global remote conference for 80+ participants from 15+ countries over two days, achieving an NPS score of 60+ and demonstrating effective remote engagement techniques for distributed workforces

→ Established cross-functional collaboration frameworks between design, technology, HR, and business units, emphasizing empathy and creating holistic employee and customer experiences

→ Mapped employee onboarding experiences using design thinking, identifying key challenges and collaborating with HR to implement human-centric practices across recruitment and talent development

→ Designed and facilitated numerous workshops and participatory sessions on sustainability, accessibility, and innovation, securing executive buy-in for strategic initiatives

→ Served as thought leader and active panelist at events on topics including AI implementation, sustainability, and human-centric organizational design

→ Built a collaborative team culture through servant leadership principles – focusing on transparency, accountability, and psychological safety while driving innovation

Initiated and led Telia's Design Community while also instrumental in bringing all the stakeholders together, from all markets, for the Global Design System. Going from a concept to an active team with wide collaborations.

→ Secured executive sponsorship for a Global Design System by advocating at all levels and translating complex design concepts into strategic business value with clear ROI metrics

→ Strategically developed and grew a global design community of 100+ designers across multiple countries, creating community-building activities and rituals that fostered cohesion and alignment with corporate objectives

→ Established Design Operations with local design leaders, creating governance frameworks and collaborative methodologies for sustainable cross-border collaboration and resource optimization

→ Designed and facilitated stakeholder alignment workshops across technical, business, and design functions, gaining buy-in from C-suite and senior stakeholders by understanding their unique motivations and concerns

→ Led strategic improvements in UX maturity through knowledge-sharing sessions and workshops that enhanced organizational learning and improved collaboration across markets

→ Successfully navigated organizational politics, in-house complexity, and competing priorities while ensuring all deliverables balanced viability, desirability, and feasibility

→ Conducted cross-border workshops demonstrating effective approaches to global standardisation while respecting local needs and cultural differences

→ Facilitated collaborative roadmap creation and participatory budget planning sessions that aligned diverse stakeholder priorities with resource allocation strategies