Sander Appel

Sander Appel serves as the Design Director at PwC in the Financial Services practice in the Netherlands, where they lead multidisciplinary teams to develop user-centric solutions for complex business challenges. Previously, Sander held positions as Creative & Strategy Director at Conclusion Digital, Director of User Experience Design at frog, and Creative Director at La Comunidad Amsterdam, among others. With a focus on integrating strategic design and AI-driven services, Sander aims to enhance customer and employee experiences while boosting business performance through targeted UX interventions. Sander's extensive experience encompasses various aspects of creative direction, digital transformation, and enterprise UX.