Leo Smits

I turn complex user journeys
into clear decisions
people can act on

When communication isn't clear, people hesitate or make mistakes.

Not because they're confused, but because they don't trust what happens next.

Most teams fix this too late.

I design how and when information is shown so people know exactly what to do next.

I work in environments where decisions carry real consequences.

30M+ users · Loyalty, financial and operational systems · High-stakes decision flows

I'll show you where your content system can be clearer.

Selected work

Work

Different situations. Same challenge: when communication isn't clear, decisions break down.

Making AI output reliable across languages

Flying Blue · GenAI Help System

Problem The system gave different answers depending on how questions were asked, creating confusion and reducing trust
What I changed Made the system always refer back to the same verified sources instead of rephrasing content freely
Result Consistent and reliable answers across languages, without confusion in real use

Keeping language consistent across teams and markets

Flying Blue · Content Governance

Problem Different teams used different terms for the same thing, causing misunderstandings and slowing down decisions
What I changed Separated real issues from cosmetic ones and aligned teams on one clear set of terms
Result Fewer misunderstandings and faster decisions, without rework later in the process

Creating clarity between multiple organisations

Daily Miles · Open Banking

Problem Progress stalled because different stakeholders had different interpretations of key issues
What I changed Made the open questions concrete and structured so everyone could respond to the same reality
Result Faster alignment and clear next steps across all parties

Helping operators make the right decisions under pressure

Royal Schiphol Group · Wilbur

Problem Operators had to act quickly, but unclear interfaces made it harder to understand what to do
What I changed Designed how information is shown based on real operator behaviour in time-critical situations
Result Clearer decisions in real time, even under pressure

Making financial decisions easier to understand

ABN AMRO · Onboarding & Tikkie

Problem Users had to make important financial decisions without clearly understanding the consequences
What I changed Made outcomes visible before users had to commit to a decision
Result More confident decisions, with less hesitation and fewer mistakes

Systems I fix

Content systems How decisions are communicated across product, marketing and UX.

Decision design Making outcomes clear before users act.

Governance and scale Keeping meaning consistent across teams and markets.

AI content infrastructure Scaling output without breaking trust or consistency.

Localisation systems Preserving meaning across languages, not just translating words.

Leo Smits

I help organisations explain complex things in a way people actually understand and act on.

When systems get complicated, communication often becomes unclear. People hesitate, make mistakes, or lose trust. That's where I step in.

I design how and when information is shown, so people know what's expected and what to do next.

I've done this in loyalty programmes, banking, aviation and mobility. Different worlds, same problem: when communication isn't clear, decisions break down.

I focus on making decisions clear, consistent and actionable, especially in situations where reliability and coordination matter.

I don't fix copy. I fix the systems that produce it.