I am available for fully remote (EU) roles.
I’ve been at the forefront of digital transformation since 1987, when I embarked on my first government digital project. During the dotcom boom in 2000, I launched a website that swiftly became the industry leader for executive PAs and office managers, capturing both the UK and US markets. It wasn’t until five years later that open-source content management systems became available.
In 2012, I pioneered GDS standards for transactional content, while managing online content for the flagship welfare reform project Universal Credit at the time, when GDS was still in its infancy.
For over thirty years, I’ve been crafting exceptional user experiences. My work has been quoted by well-known publications like the Wall Street Journal, Bloomberg, PropertyWeek and prominent UK newspapers.
What truly drives me as a content designer and strategist is the positive impact my work can have on others. I have a versatile skill set and experience across the public, commercial and charity sectors, in digital, print, and broadcast media. In today’s challenging economic climate, I can handle diverse responsibilities that might otherwise require multiple team members.
I am available for fully remote work in the UK, EU and worldwide.
I have lived and worked in London since 1995, with an A+ (Distinction) in English. In that time, I’ve heard my name mispronounced in lots of ways. Andrei? Andrew? Adrian? No, it’s Aah-dree. My surname, van der Luijt, is admittedly a bit more difficult to pronounce. But if you say van der Loud or even van der Lloyd, that’s close enough.
I was responsible for all online content for the UK government's flagship welfare reform programme, turning complex processes into intuitive online journeys.
I designed and created an online advice and reporting service for drink and needle spiking, that was hailed by victim charities as 'victim-focused' and 'excellent'.
I spearheaded the transformation of 5,000 pages of cancer information, empowering 4 million unique users each month through accessible content and a new user interface.
Application forms to work as a childcare provider had users in tears on the helpline at the UK's schools regulator. I turned them into a single, user-friendly online form.
I delivered thought-leadership, service design and content for automated background checks on grant applications as part of the Cabinet Office's counter-fraud tools.
Farmers and other UK landowners can apply for subsidies through a complex paper process. I formed part of the team to make it user-friendly and digital.
I specialise in creating intuitive, user-friendly online forms and services. Most of my work is available only when people apply, register or report. For example, applying for Universal Credit, registering as a childcare provider or reporting a crime.
The spiking advice and information service I wrote for police in England and Wales is an exception. It is trauma-informed, focusing on users who may be disoriented or affected by substances. It offers a safe and empathetic environment, prioritising clarity and support.
By understanding the unique needs of these users, I was able to provide guidance and options for reporting, ensuring their experiences are heard and addressed with sensitivity. The service is included on the newly-launched Police.UK app.
My content was reviewed by victim support organisations as striking the “perfect” tone. “All the way through you were giving the victim the choice of what to do next, which is the right thing to do. We had no changes to make; it was excellent.”
In the ever-changing world of digital content, job titles can be confusing. Roles such as content strategist, content designer, UX writer and service designer all play parts in creating compelling and effective content and services.
The beauty of my experience and skills lies in their versatility. I’ve specialised in this field for over 30 years. This has equipped me to cover a wide range of skills and responsibilities. So, while job titles may vary, my commitment to deliver exceptional content and driving results remains unwavering. I’m passionate about using my skills and experience to help people and add real value to digital teams.
My approach to content design and content strategy revolves around extensive expertise and a deep commitment to user-centricity. This involves meticulous analysis, interpretation, and thought-leadership. With over 30 years of experience as a freelance content designer and strategist, I’ve learned to ask the right questions, challenge conventional wisdom, and craft a visionary content strategy. This enables me to create content design and content strategy solutions that not only meet immediate needs but also align with long-term objectives.
Phone
+44 (0)755 401 2533
Email
adrie@adrie.co.uk