Adrie van der Luijt

I am a form whisperer

Let me help your organisation turn complex processes into intuitive, easy to use online forms.
Free consultation

Let’s discuss what your requirements are and how I can help you.

Service design

Creating comprehensive roadmaps and strategies to deliver digital services.

Strategic thinking

Stakeholder management and content strategies.

Practical delivery

Delivering Content Design, UX Design and SEO

About me

Expert advice and practical services to help you create effective application forms

I am Adrie (‘Aah-dree’) and I am a content specialist. I combine UX writing, Content Strategy, Content Design and other disciplines. 

I specialise in digital transformation projects for transactional digital products and services. This covers the design and delivery of end-to-end user journeys to turn paper application forms into streamlined online forms, applying government design principles.

Much of my work is for government digital projects. For example, the Cabinet Office, Universal Credit and Ofsted. But I have also advised Cancer Research UK, PwC and other non-government clients. The principle is the same: effective forms make life easier for everyone.

Would you like to have a chat?

Call me now! I am waiting to help you!
020 7193 7605

Expert in transactional content

Self-explanatory forms

Application forms can be frustrating and confusing. But it does not need to be that way. I specialise in creating clear, user-centred online forms that make life easier for everyone.

Great forms improve data quality, provide a much better user experience and save time and resources. Whether it is to apply for benefits, funding or registration, I deliver intuitive, unambiguous forms as part of a multi-disciplinary team. 

From wireframe and prototypes to full service assessments, my skills and experience provide the confidence you need to successfully deliver digital transformation projects for complex application processes. 

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years of experience
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projects delivered

Expert in online forms

My focus industries

I combine over a decade of commercial expertise launching multi-million pound web portals in the private sector with almost a decade developing flagship digital projects for the UK government.

The same principles of user-centred digital transformation design also apply to other sectors. I have extensive experience in digital projects for the financial services sector, for example. For Cancer Research UK, I spearheaded the restructuring and rewriting of over 5,000 pages of medical information.

I am at a stage in my career where I can really make life easier for everyone involved. Because great content design makes life easier for everyone.

My services

I focus on

Strategic Consulting

Service Design


Content Strategy

User Research

PR & Marketing

Content Design

UI / UX Design

Training & Coaching

My work

Meet my projects

I have worked on digital transformation projects of all shapes, sizes and budgets over the past decades. But some stood out, often because of the very special user needs that became apparent during the project.
Cabinet Office

Cabinet Office


I helped to deliver automated due diligence on two simultaneous projects for cross-government use.

Universal Credit


Universal Credit

I was responsible for all online content design for the UK government's flagship benefits reform programme.

Farm subsidies

Rural Payments Agency

CAP Payments

This digital transformation project aimed to put all of the UK's farm subsidies online.

Contact & Location

I am here for you

Our location

65 Hopton Street
London SE1 9JL

Call me on

020 7193 7605 or 0755 401 2533