Leo Smits · Senior Content Designer · UX Writing

What I do

Expertise

UX writing Transactional and product flows across all platforms

Content governance Taxonomy, glossary design and terminology systems

Content strategy Messaging architecture and hierarchy

AI tooling & prompt systems LLM-assisted workflows, prompt architecture and output governance

Localisation End-to-end pipelines in EN / NL / FR

Selected work

Case Studies

Six cases from complex organisations — each with a structural problem, a deliberate approach, and a result that held.

GenAI Prompting Content Architecture

Building a GenAI-powered help widget for flyingblue.com

FBCOM Declarative Agent — member-facing AI assistant

Key skill: Designing and writing for GenAI-powered products — prompt architecture, output governance, and managing LLM paraphrasing risk in multilingual systems.

Data-informed Stakeholder Alignment

Arguing for global search using existing user research

Flying Blue app navigation — search scope decision

Key skill: Using qualitative research and existing user data to drive content decisions — translated into clear, actionable recommendations for product stakeholders.

Localisation Governance Taxonomy

Preventing terminology drift across three languages and two brands

Flying Blue content taxonomy — cross-check log

Key skill: End-to-end localisation management — identifying and resolving terminology inconsistencies before they enter the translation pipeline.

Stakeholder Management Legal & Compliance

Delivering a legal review package across three partner organisations

Daily Miles Open Banking — T&Cs v3, Privacy Notice, question lists

Key skill: Managing competing stakeholder requirements across legal, product, and partner teams — deliberate decisions about what to ship and what to hold.

End-to-end Ownership Multilingual

Personalised carousel copy for five member tiers in three languages

Dynamic Yield carousel — earn and spend slides

Key skill: Full ownership from content strategy through localisation handoff — with quality control built in at brief stage, not production stage.

Mobile-first Copy Optimisation

Rewriting flyingblue.com copy for mobile-first constraints

Flying Blue site — mobile copy optimisation with rationale document

Key skill: Systematic approach to writing for all devices — with documented decisions that make the rationale auditable and scalable across a team.

Experience

Projects

Senior Content Designer · Sep 2024 – present

Flying Blue — AI & Content Systems

GenAI-powered help system, 248-term glossary and AI-assisted content workflow for a loyalty platform with 30M+ members across Air France and KLM.

GenAI Content Governance Terminology Systems UX Writing

Freelance Senior UX Writer · May 2023 – Sep 2024

Royal Schiphol Group — Wilbur

End-to-end UX writing and content strategy for a real-time operational dashboard in a safety-critical airport environment. From research through implementation.

UX Writing Content Strategy Safety-critical User Research

UX Writer · Aug 2020 – May 2021

ABN AMRO — Onboarding & Tikkie

UX writing for onboarding flows and product messaging across multiple banking apps including Tikkie. Bilingual content in heavily regulated financial flows.

UX Writing Financial Onboarding Bilingual

UX Writer / Content Designer · May 2021 – May 2023

CarNext — Multi-market Platform

UX writing and content strategy for a large-scale used car platform across 21 European markets. Localisation-ready content at high iteration speed across multiple squads.

UX Writing 21 markets Localisation E-commerce

Freelance UX Writer

LeasePlan — Digital One

UX writing for a global platform unifying 32 countries under one digital strategy. Customer journey development and modular website content for Car as a Service.

UX Writing 32 countries Content Strategy

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