Ep. 24 | Creating Design Organisations for Impact

𝗛𝗼𝘄 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗱𝗲𝘀𝗶𝗴𝗻 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗶𝗺𝗽𝗮𝗰𝘁 🚀

In this episode of Flux, we sit down with Sandra Tielemans, Design Chapter Area Lead at Proximus, to explore her journey from market research to leading one of the largest design teams in Belgium.

Sandra shares how she reshaped team structures, fostered cross-functional collaboration, and championed a culture of ownership, growth, and innovation.

From BNP Paribas Fortis to Proximus, she reveals what it takes to create a design team that’s not just talented—but genuinely influential.

We also dive into the evolving role of designers, the impact of AI on team dynamics, and how to balance business goals with human-centred design.

💡 Whether you work in design, leadership, or are simply curious about building high-performing teams—this one’s for you!

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00:06 – Intro
02:31 – Professional and personal background
05:52 – Move from BNP to Proximus
08:54 – Mandate as Chapter Area Lead
11:21 – Team organisation at BNP and Proximus
19:05 – Strength & weaknesses of organisation at BNP
25:11 – Skills assessment workshops
34:47 – What transformation have happened at Proximus
47:36 – AI influence on organisational structures and processes?
57:35 – Guillaume Boutin's influence in Design
1:00:51 – How does Proximus differentiate from the competition
1:02:32 – How does Proximus stay on track with Accessibility and inclusion
1:04:03 – What does the Proximus design team look like in 5 years time?
1:06:20 – Bonus question 1 from Katie Vandame
1:08:30 – Bonus question 2 from Bruno Albrecht
1:10:41 – Bonus question 3 from Bruno Albrecht
1:13:28 – Recap
1:14:27 – Outro

Chapters

• 0:06 Intro
• 2:31 Professional and personal background
• 5:52 Move from BNP to Proximus
• 8:54 Mandate as Chapter Area Lead
• 11:21 Team organisation at BNP and Proximus
• 19:05 Strength & weaknesses of organisation at BNP
• 25:11 Skills assessment workshops
• 34:47 What transformation have happened at Proximus
• 47:36 AI influence on organisational structures and processes?
• 57:35 Guillaume Boutin's influence in Design
• 1:00:51 How does proximus differentiate from the competition
• 1:02:32 How does proximus stay on track with Accessibility and inclusion
• 1:04:03 What does the Proximus design team look like in 5 years time?
• 1:06:20 Bonus question 1 from Katie Vandame
• 1:08:30 Bonus question 2 from Bruno Albrecht
• 1:10:41 Bonus question 3 from Bruno Albrecht
• 1:13:28 Recap
• 1:14:27 Outro