Adrie van der Luijt

Adrie van der Luijt

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SENIOR CONTENT DESIGNER & STRATEGIST

I make systems work for humans, not the other way around

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I am available for fully remote (EU) roles.

ABOUT ME

With over 30 years of experience as a content designer and strategist, I can deliver great content and thought-leadership for your digital transformation project.

For nearly four decades, I’ve crafted content that cuts through complexity and meets people where they are, whether they’re reporting domestic abuse at midnight, claiming benefits while juggling childcare, or searching for cancer treatment information during the most frightening time of their lives.

As a pioneer who helped establish the earliest content standards for GOV.UK and transactional services when GDS was in its infancy, I’ve been at the forefront of digital transformation throughout my career.

From my first government digital project in 1987 to my writing and speaking on AI in the workplace today, I’ve consistently advocated for systems that work for humans rather than forcing humans to adapt to systems.

My work has touched millions, removing unnecessary barriers and creating moments of clarity when people need it most.

Current status

I am available for fully remote work in the UK, EU and worldwide.

Locations
Based in Central London SE1 and Narbonne, France 11
HIRE ME

ABOUT MY NAME

My name is Adrie van der Luijt. It's Dutch and pronounced Aah-dree, not 'Ey-dree.

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.

MY JOURNEY

From deadline-driven journalism to life-changing public services

My quest to find and tell the truth began in newsrooms and studios, where I learned to distil complexity into clarity within punishing deadlines. As business editor launching Director of Finance Online, I was quoted by the Wall Street Journal on accounting standards just three months after starting – despite having no prior accounting background. This ability to rapidly master technical domains and communicate with authority became my signature approach.

These journalistic instincts proved invaluable when I stepped into government digital services. When joining Universal Credit as their first content designer in 2012, I brought this same incisive sensibility. I spent days challenging policy experts on each form question: ‘Do we really need this? What happens if we don’t ask it?’ The result eliminated 70% of housing benefit questions, transforming an overwhelming barrier into an accessible service for vulnerable people.

My career has consistently placed me at the intersection of complex systems and human needs – whether explaining accounting standards to financial professionals or helping domestic abuse survivors navigate reporting processes.

The common thread is my commitment to finding the signal in the noise, asking uncomfortable questions, and always prioritising the human beings who interact with my work when they’re stressed, confused or in crisis.

Freelance content designer and strategist Adrie van der Luijt
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MY IMPACT

Supporting people in crisis

Women visiting her friend after chemotherapy at home

Cancer Research UK

For cancer patients and their families, information isn't just information – it's a lifeline. Through extensive user research, I discovered that patients needed personalised, trustworthy information with precise control over what they engaged with. Some wanted to know everything about side effects; others couldn't bear to read about prognosis yet. The solution wasn't just about clarity; it was about creating pathways that respected each person's emotional journey alongside their medical one.

Young woman trying to find advice after having her drink spiked by an unknown male in the background.

Metropolitan Police Service

When someone is reporting drink spiking from their kitchen at 3am, every word must inspire trust and confidence. Working with police services, I crafted content that acknowledged the fear and uncertainty victims feel, while clearly communicating that their safety is the absolute priority. The tone, pacing and structure of these interactions can mean the difference between someone continuing to seek help or giving up in frustration.

Removing unnecessary barriers

A person in safety gear is diligently placing sandbags to fortify barriers against rising floodwaters in a residential neighborhood, highlighting the effort and determination involved in flood respon

Environment Agency

When I arrived, applicants for flood defence funding were struggling with a 350-column spreadsheet that virtually everyone got wrong. I translated this into an online journey with integrated help text, acknowledging that these applications evolve over years rather than days. The impact wasn't just administrative. It meant communities at risk of flooding could access vital protection without navigating an unnecessarily complex process.

Coffee shop owners with face masks, lockdown, quarantine, coronavirus, back to normal concept.

Cabinet Office

Creating effective counter-fraud measures presents a unique challenge: how do you gather the information needed for background checks without arousing suspicion or creating undue anxiety? Working with the Cabinet Office, I designed interfaces that collected crucial verification data in ways that felt natural and unobtrusive. This delicate balance between security requirements and user experience meant that legitimate applicants could navigate the process smoothly while still allowing for effective fraud detection. The project was praised by Downing Street as a 'star performer in the UK government's Covid-19 response' and won the Game-Changer Trophy in a high-profile hackathon.

Building community through content

Morris dancers in Nunney, Somerset.

Visit Nunney

For a decade, I ran Visit Nunney as a community interest company serving the village of Nunney in Somerset. This project demonstrates how content can strengthen community bonds and preserve cultural heritage while driving economic benefits through tourism. The website combined practical visitor information with original historical research that earned recognition from curators at the British Museum and the Holburne Museum in Bath. The project won multiple accolades, including Somerset Tourism & Leisure Business of the Year 2016, the Unsung Hero for Customer Service Award 2015-16 in the South West Tourism Awards, and recognition as runner-up for UK Charity/Community Interest Website of the Year 2015 and UK Information/News Website of the Year 2014 in The Good Web Guide Awards. This work illustrates how my content approach extends beyond government services to benefit communities directly. It shows my ability to create sustainable, award-winning content initiatives that serve multiple stakeholders – from local businesses and residents to tourists and historical researchers, while operating within the constraints of a community interest company.

deskdemon

DeskDemon

As editor-in-chief of DeskDemon during the early 2000s, I helped build what quickly became the market-leading online community for executive assistants and office managers in both the UK and US. Working with a substantial budget during the first internet boom, I led a team of 10 people and established strategic partnerships with major brands including Hilton Hotels. What made this project unique was how it created a digital home for a professional community that had previously been fragmented across traditional media channels. By bringing secretarial associations online before they were able to establish their own web presence, we created a centralised resource that empowered EAs with information, connection and professional development. I reduced operational costs by bringing SEO and other technical functions in-house rather than outsourcing them. This at a time five years before open source content management systems became widely available. Beyond content creation, I designed and hosted the DeskDemon PA of the Year Awards, launched at London's Café de Paris, and regularly represented the brand at EA events nationwide. This experience taught me the power of content to elevate and connect professional communities, particularly those whose contributions are often undervalued. The principles of clear communication, professional respect and practical support that underpinned DeskDemon's success remain central to my approach across all sectors.

When speaking truth matters

Anxious farming couple trying to use the Rural Payments website to claim CAP subsidies.

Rural Payments Agency

Not every project succeeds, and I believe that acknowledging failure is as important as celebrating success. During a year working on rural payments, I consistently highlighted how the service was failing its users – elderly farmers with limited digital skills who were suddenly required to use complex software with strict accuracy requirements. Despite organisational resistance, I maintained my advocacy for these users. The project ultimately cost hundreds of millions and led to a public inquiry. This experience taught me that true content integrity sometimes means being the uncomfortable voice in the room, even when it's politically difficult. My commitment is always to the people using the service, not to making systems appear successful when they're failing their users.

Freelance content designer Adrie van der Luijt

Ofsted

When I joined Ofsted, staff believed their 70-page manual helped people complete registration forms. What they couldn't see was that young women were breaking down in tears on helplines, overwhelmed by complexity. By presenting this uncomfortable evidence with careful diplomacy, I advocated for users whose needs had been overlooked in favour of institutional processes. The redesigned content transformed an emotionally fraught experience into one that empowered people to contribute to childcare and education, restoring dignity to a process directly affecting their livelihoods. Sometimes speaking truth means helping others see past their institutional blindness rather than confrontational opposition.

WHAT I LEARNED

Beautiful young couple having fun, drinking alcohol cocktail in a bar.

I recently delivered an online service to report drink and needle spiking to the police.

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.”

SEE MY CONTENT

MY SERVICES

Trusted content has the power to turn users into believers and customers into advocates.

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.

  • Content strategy

    Strategic thought-leadership and practical execution for engagement and growth.

  • Content design

    Effective, accessible content that helps to reduce errors and builds trust and authority.

  • UX writer

    Expert microcopy to optimise user experience, improve engagement and minimise errors.

  • Project management

    Leadership for your project, by an expert with first-hand experience in many team roles.

  • Public relations

    My press releases and PR strategies have resulted in extensive media coverage.

  • UX design

    User-centred digital experiences that blend usability and aesthetics for a great user journey.

  • Service design

    Delivering end-to-end user journeys to turn complex processes into intuitive content.

  • User research

    As an experienced journalist and user researcher, I ask the right questions.

  • Content marketing

    Boost your brand's online presence and engagement to reach your target audience.

  • Graphic design

    Annual reports, brochures and other professionally designed materials.

  • Video editing

    Video and audio editing to create rich content and enhance your user experience.

  • Search engine optimisation

    Helping your site achieve top rankings on Google and other search engines.

MY ARTICLES

Read my insights on the impact of AI in the workplace, as a business editor quoted by WSJ, Bloomberg, Reuters and the FT.

READ MY ARTICLES
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MY SKILLS

Throughout my career, I've cultivated an unusually versatile skillset that allows me to contribute across disciplines.

Unlike specialists who focus narrowly or generalists with surface-level knowledge, I’ve developed professional-level capability in numerous complementary areas:

I can step in with graphic design, audio and video editing when a project has limited resources or tight deadlines. I’ve eliminated the need for external SEO agencies by mastering search optimisation myself. My PR and content marketing background means I understand how content performs beyond the confines of a government website.

Freelance content designer and strategist Adrie van der LuijtThis versatility isn’t accidental. I worked for leaders who insisted that to effectively guide a team, I needed genuine mastery of the skills my team members contributed. This approach meant I truly understood their workload while being able to perform the work myself when necessary.

On projects with small teams or limited budgets, this multi-disciplinary approach has proven invaluable. Beyond content design, I bring expertise in social media strategy, image sourcing and editing,

HTML/CSS/JavaScript coding, keynote speaking, style guide development, training material creation, workshop facilitation and event management.

This breadth of skills means I can see connections and opportunities that specialists might miss, while still maintaining the depth of expertise needed to deliver exceptional work.

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Freelance content designer and strategist Adrie van der Luijt

WHAT I LEARNED

Trust must be earned before information can be received.

Through hundreds of hours of user testing and thousands of content decisions, I’ve learned that trust must be earned before information can be received.

This is especially true for services related to welfare, policing, and healthcare, where historical mistrust creates barriers before the first word is read.

The questions people don’t ask often matter more than those they do. Successful content design requires understanding what people are afraid to say, what they don’t know they don’t know, and what they assume about a service before they engage with it.

First-time-right isn’t a luxury; it’s essential. When someone is reporting domestic abuse, applying for benefits to feed their children, or seeking cancer treatment information, they need systems that work the first time. There may not be a second chance.

Cognitive load is unequally distributed. People facing crisis, poverty, illness, or trauma have diminished capacity for complexity, not because they’re less capable but because their cognitive resources are already stretched. Simplicity in these contexts isn’t just good practice; it’s an act of compassion.
Systems reflect their creators’ assumptions. Without deliberate intervention, digital services will naturally replicate the worldview and privileges of those who build them. My role has often been to challenge these assumptions and refocus on the lived reality of users.

ABOUT ME

With over 30 years of experience as a content designer and strategist, I can deliver great content and thought-leadership for your digital transformation project.

For nearly four decades, I’ve crafted content that cuts through complexity and meets people where they are, whether they’re reporting domestic abuse at midnight, claiming benefits while juggling childcare, or searching for cancer treatment information during the most frightening time of their lives.

As a pioneer who helped establish the earliest content standards for GOV.UK and transactional services when GDS was in its infancy, I’ve been at the forefront of digital transformation throughout my career.

From my first government digital project in 1987 to my writing and speaking on AI in the workplace today, I’ve consistently advocated for systems that work for humans rather than forcing humans to adapt to systems.

My work has touched millions, removing unnecessary barriers and creating moments of clarity when people need it most.

Current status

I am available for fully remote work in the UK, EU and worldwide.

Locations
Based in Central London SE1 and Narbonne, France 11
HIRE ME

KATE MEW
HEAD OF CONTENT, METROPOLITAN POLICE SERVICE

Adrie's experience and expertise has been invaluable to the team. He did an amazing job.

kate.png
Freelance content designer and strategist Adrie van der Luijt

CEO, DESKDEMON.COM

MEK RAHMANI

“Adrie is strong team leader with impressive networking and creative skills, able to negotiate partnerships and find innovative solutions. He has developed into an all-round, commercially-aware web editor. He is an unmisssable addition to any digital team.”
Freelance content designer and strategist Adrie van der Luijt

CEO, SAFELINE

NEIL HENDERSON

“Adrie’s language was appropriate and victim focused. It was all very measured. All the way through he was 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.”
Freelance content designer and strategist Adrie van der Luijt

Phone
+44 (0)755 401 2533


Email
adrie@adrie.co.uk

I’m interested in projects where I can continue to make life better for millions of people through content that truly serves human needs. If that aligns with your organisation’s mission, I’d love to talk.

Planning a project? Let's chat!

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