Sondra Duckert, ProWoc Celebrates

ProWoc Celebrates

Sondra Duckert

Founder and Owner of SD Consulting

Ux Designer / SEO / Data Analyst

ProWoc Celebrates SONDRA DUCKERT, the owner and founder of Sondra Duckert Consulting (2017), a customer centric Ux Design and web development company.  Sondra is an American who has lived Hørsholm with her family for the past 16 years.  ProWoc spoke to Sondra about her journey and achievements.

4th Edition, November 2022

Who is Sondra?

After all these years, this remains to be a difficult question to answer. I’m American and I have lived in three different countries. I come from a very large family of 10 siblings, and I have a twin sister.

I’m from Dallas, Texas where I worked as an Associate professor at what is called a ‘City College’. Dallas is also where I met and married my husband. In the past 12 years I’ve worked in the advertising, research marketing and communication industry in some form or other. I’m a user experience designer and newly certified data analyst.

I am passionate about learning new things, simplifying tasks, and maintaining a closeness with loved ones. My interests include reading, traveling, learning about other cultures, music, yard work, social causes and watching sporting events.

What brought you to Denmark?

In September 2001, my husband and I relocated from Dallas, Texas to The Netherlands after he was offered a job opportunity in Zeist. Our weekend trips often took us to visit his family and after five years and many family discussions we decided to relocate for a second time (to Denmark) for what I thought would be a short stay of two years. Long story short, it has been 16 years this September, and in 2020 I became a dual citizen receiving my Danish citizenship.

My first years in Denmark were challenging especially when I started looking for jobs and was told that my BSc. degree in Biology/Psychology from an American University was not valid for work in Denmark.  And was offered to ‘redo’ my advance education if I so wanted to. I took the opportunity to select a new career path in IT and stepped away from pursuing anything further in the field of biology/psychology. I basically had to start over. First Danish language school for two years, and then the next three years of study ending with receiving my master’s degree at AAU Copenhagen in Science and Technology specializing in media management.

What important choices have you made in your journey so far?

In 2019 I was invited to buy into a partnership with a few web developers. That was exciting. However, after speaking with people who knew about partnerships, I instead decided to seek out more collaborations with other entrepreneurs and freelancers. That decision gave me a chance to learn new thing from other small companies like my own and to learn from them in how to build (up) a strong and sustainable client list. I am happy that I made that choice because not only have I been able to improve my problem-solving, communication and Danish (business) skills, I have also made some long-lasting friendships. My most recent  projects, working with a team of data analysts, had such a big influence on me that I decided to switch my career focus into the field of data analytics. In May of this year, I became a Google certified data analyst. I’m looking forward to working with other analyst to improve my data visualization and storytelling skills.

What has your career journey been like?

First I would like to say that similar to the other honorees of  ProWoc Celebrates, one of my greatest achievement and definitely the highlight of my career is starting my own business. I have a desire to teach everyone the simplicity of building a website.

As for my career journey it has never been a straight trajectory towards a designated end point. Often times the projects that I work on have dictated the next steps in my career.

I started my professional career as a Usability specialist at an international research firm in Copenhagen. I’m of the school of ‘Simplicity is the key,” and many of the websites that I was in charge of conducting user testing were all but simple. So I sought out to teach companies how they could create a simple website that users would feel a sense of connection with, what was offered. 

Sondra and Mrs Michelle Obama - Copenhagen Book tour - April  2019

Former First Lady of the United States, Mrs. Michelle Obama on her ‘Becoming‘ book tour in Copenhagen. (Royal Arena, 2019)

Sondra Duckert Consulting Logo

Basically, a solution to whatever problem they were searching for.  So for me, it became essential, to teach companies that whatever product or service they were offering, to present it as a ‘solution for the user’, not a showcase piece for the website owners (pet) projects.

Creating websites for users is a tough task for website owners to learn. However, no one is going to fall in love with your product or service if it’s not solving a problem, or fulfilling a need.

Now that my journey is turning more towards working with data, I’m proud that I’ve had the opportunity to work with many in the BioPharma industry and collaborating with e-commerce entrepreneurs here in Denmark. I’ve also been honored to have worked with a non-profit organization in Cameroon and with two published authors, fashion designers and local activists in the Dallas – Fort Worth area. I pride my company being international as 35% of my clients are based in Denmark while the rest are based in Texas and elsewhere.

What are your dreams and what inspires you?

Since switching my career path into data analytics my goal is to find a mentor, continue to work on skill building and producing meaningful, impactful data visualization projects. As I pursue a career in People Analytics.

My daily inspiration comes from finding the stillness and beauty in all things. But I’m also inspired and motivated by others and their journeys to reach their dreams. Their stories of challenges and setbacks offers me insight in how to use disappointment as a catalyst on to something better.

As for the best advice that I received is a quote,

“Faith is confidence and to have confidence in yourself is power.” 

Reading this quote daily reminds me to not put limitations on myself. To be fearless, to network more, take more chances and learn to say no without feeling guilty or over thinking about missing opportunities. No really is a complete sentence. But more importantly, to be grateful and have fun.

Sondra-and-MsBetty

Ms. Betty

Rapid fire questions to Sondra

1. Who is one of your role models and why?

My Mom. My first thought was Mrs. Michelle Obama but after thinking about the values and lessons that Mrs. Obama often share. They are the same values and lessons my Mother taught my two sisters and I together with my seven brothers. My Mother is a resilient person. Beautifully fabulous, loving, warm, kind and overall just a wonderful person with a great sense of humor, but she is also no nonsense, and a disciplinary. 

2. What is one book you think everyone should read?

I have a very long list, but I have found the book “To Thine Own Self Be True: The Relationship between Spiritual Values and Emotional Health”  (1989) – By Lewis M. Andrews. PhD  – to be a great read.

3. If you could live and work in any country, which one would it be?

Today it’s Denmark tomorrow maybe Portugal.

4. What would be the title of your autobiography?

‘Backlight’

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