Who We Are

A collective group of award-winning strategists, designers, and researchers identifying, creating, launching, and managing meaningful products and services for consumers and employees.

Sundy Grubel - Founder and CEO

Sundy is a design executive with over 25 years of leadership in service design, UX research, experience design, and business transformation strategy.

Sundy has in-depth experience working with cross-industry clients with a profound interest and expertise in finance, healthcare, and hospitality. We specialize in helping leaders understand the challenges and implications of applying service design to address strategic business goals, measurable impact, and customer satisfaction.

Our expertise ranges from design-led digital transformations to net new products and services, delivering customer journeys tailored to growth and engagement, new revenue streams, and increased customer satisfaction, acquisition, and retention.

We bring empathy to creating and executing new experiences through a research-led and human-centered lens.

As Managing Director at JPMorgan Chase, Sundy led the UX research practice for connected commerce, focusing on innovation in payments, travel, shopping, offers, points & rewards, and alternative lending products. Under her leadership, the team identified new market opportunities and helped to protect customers from frauds and scams in one of the country's largest financial institutions.

As Managing Director at Accenture, Sundy led the regional design practice for Fjord, Accenture’s design and innovation capability, and is one of the world’s most respected leaders in Service Design. Her leadership and contribution played a foundational role in rethinking the human and digital experience across many use cases, from reimagining the in-store and physical drive-through for a major QSR to defining the future car buying experience for consumers and associates and transforming the employee experience for one of the world’s largest global hospitality chains. 

Cultivating a diverse, equitable, and inclusive workplace.

At Heart & Soul Collective, Inc., we believe that diversity, equity, and inclusion are fundamental to our organization's success and our community's well-being. We are committed to fostering an environment where everyone feels valued, respected, and empowered to contribute their unique perspectives and talents.

Our Commitment to Diversity

We recognize that diversity is multifaceted, encompassing differences in race, ethnicity, gender, age, sexual orientation, disability, socioeconomic status, and cultural background. We actively seek to attract, hire, and retain a diverse workforce that reflects our global community. By embracing diverse viewpoints, we enhance our creativity, innovation, and decision-making, affecting the outcome of our work.

Fostering Inclusion

Inclusion is about creating an environment where everyone feels welcome and valued. We are committed to building a culture where differences are acknowledged and celebrated. We encourage open dialogue, active listening, and mutual respect.

Action and Accountability

We understand that our commitment to DE&I requires ongoing effort and accountability. We set measurable goals and regularly assess our progress. We provide training and development opportunities to educate our team on DE&I best practices.

Our Vision

Our vision is to create a workplace where diversity, equity, and inclusion are ingrained in our culture and operations. By doing so, we become a better company and contribute to a more just and equitable society.

Testimonials

  • “We worked with Sundy to create a custom workshop for my team focused on the foundational principles of experience design research. We covered methodologies, best practices, how to synthesize and ultimately storytell for impact. Sundy put together a wonderful session that my team, which ranged from experienced to nascent practioners, all found incredible value in. We constantly reference the concepts and practical frameworks from our workshop!”

    Janet Roller
    Vice President, Experience Design + Innovation
    Marriott International

Let’s work together.

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