Leo Smits

I design clarity for moments where things can go wrong.

UX writing and content design for complex digital journeys, decision flows, and services with real-world consequences.

I help organisations reduce friction, remove ambiguity, and create experiences people can move through with confidence.

I work in environments where decisions carry real consequences.

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

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

Where trust is won or lost

I help organisations make complex things easier to understand, especially in the moments where things can go wrong.

My work sits between UX writing, content design, and decision architecture. I focus on journeys where people need to make important decisions, understand complex systems, or complete tasks with real-world consequences.

Because when language doesn't match what a system actually does, people hesitate. They make mistakes. Trust disappears.

That's the work I'm drawn to.

At Flying Blue, I work closely with designers, product teams, and legal to create experiences that are clear, predictable, and easy to move through. Often the solution is not more content, but less ambiguity at the right moment.

I care about clarity that helps people continue with confidence.