SENIOR CONTENT DESIGNER & CONTENT STRATEGIST

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

I am available for permanent and contract work in London, the UK, EU and worldwide,
including fully remote positions.

ABOUT ME

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

As a senior content designer and content strategist for nearly four decades, I’ve crafted 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, as a freelance content designer and content strategist, I have consistently advocated for systems that work for humans rather than forcing humans to adapt to systems.

My work for Cancer Research UK, Universal Credit, the Met Police, the Cabinet Office and other clients has touched millions, removing unnecessary barriers and creating moments of clarity when people need it most.

I have founded Trauma-Informed Content Consulting to advise clients worldwide and provide practical, hands-on support with trauma-informed, vulnerability-aware content design.

I have written extensively about trauma-informed content and the impact of artificial intelligence on digital transformation. Kristina Halvorson, global thought leader on content strategy and UX, described my writing as “just outstanding work”. You can read my articles on Medium.com and WorkplaceInsights.co.uk.

Current status

I am available for permanent and contract work in London, the UK, EU and worldwide, including fully remote positions.

Locations

Based in Central London SE1 and Narbonne, France 11

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.

From business editor to freelance content designer

These journalistic instincts proved invaluable when I stepped into government digital services as a freelance content designer. 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 as a freelance content designer (and freelance content strategist) 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.

MY PUBLIC SPEAKING

Beyond empathy: what trauma-informed content means in practice and why it matters now

On Wednesday 16 July 2025 I was keynote speaker at the Money Advice Trust’s Vulnerability Academy. This online event is part of a six-month intensive training programme with a strong focus on regulatory requirements around vulnerability. It is run by the Money Advice Trust and UK Finance for senior leaders in essential services, such as banking, energy, water and telco firms.

The Academy is built around case studies and presentations from leading practitioners, lived experts and firms across financial services (and beyond) and is supported by facilitated analysis of approaches already being taken in practice.

Trauma-informed content is not just about bereavement, PTSD or illness. It’s about recognising how people’s past experiences, including the cumulative effects of lockdown, financial stress or institutional mistrust, shape the way they receive and respond to content today.

This session challenges the idea that trauma-informed content is only relevant in extreme cases. It demonstrates how micro-trauma, anticipatory stress and unmet accessibility needs impact everything from bill reminders to identity checks and how simple changes can make those interactions more effective, inclusive and human.

Participants will explore how trauma-informed content builds on, but is distinct from, inclusive design. Through real-world frontline examples, the session provides a practical framework for integrating this approach into existing ways of working without disrupting what already works.

Key takeaways

What trauma-informed content really means and why it’s relevant across sectors and roles
How to spot content that triggers disengagement, confusion or distress
How to create services that are safer, more respectful and more effective, even under pressure

MY IMPACT

Supporting people in crisis

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.

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.

Removing unnecessary barriers

Freelance content designer Adrie van der Luijt

Universal Credit

In those early days of Universal Credit, I was often the only voice in the room advocating for plain English and user-centred design. Government systems have historically put the burden of understanding on citizens rather than taking responsibility for clarity. By challenging each piece of jargon and questioning every data request, we created a service that worked with people rather than against them at a time of financial vulnerability.

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.

Building community through content

Content design and UX writing

I write content that helps people act, not just read. I design end-to-end user journeys across websites, forms, letters, emails and support channels. Includes: Content for public services, regulated industries and healthcare Form and flow content for digital transactions Error messages, confirmation pages, notifications Multichannel content (letters, emails, SMS, chatbots) Microcopy that reduces stress and prevents drop-out

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.

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.

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.

SEE MY WORK

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

As a senior content designer and content strategist, 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.”

MY SERVICES AS A SENIOR CONTENT DESIGNER AND CONTENT STRATEGIST

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 as a freelance content designer and freelance content strategist. 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 trauma-informed content design and the impact of AI in the workplace, as a business editor quoted by WSJ, Bloomberg, Reuters and the FT.

"Thank you for your outstanding article on trauma-informed content and AI. Just excellent work!"

KRISTINA HALVORSON
CEO & FOUNDER - BUTTON EVENTS AND BRAIN TRAFFIC
widely recognised as one of the most important voices in content strategy and UX

Trauma-informed content and AI: Amplifying empathy at scale

Learn how AI can support trauma-informed content design, helping scale empathy while protecting the humans who create it.

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.

This versatility as a senior content designer and content strategist 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.

WHAT I LEARNED AS A SENIOR CONTENT DESIGNER AND CONTENT STRATEGIST

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 senior content designer and content 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.

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 as a senior content designer and content strategist has touched millions, removing unnecessary barriers and creating moments of clarity when people need it most.

Current status

I am available for permanent and contract work in London, the UK, EU and worldwide, including fully remote positions.

Locations

Based in Central London SE1 and Narbonne, France 11

KATE MEW
HEAD OF CONTENT, METROPOLITAN POLICE SERVICE

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

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.”

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.”

DR CHRISTOPHER FITCH
FELLOW OF THE ROYAL SOCIETY OF PUBLIC HEALTH AND VULNERABILITY LEAD AT THE MONEY ADVICE TRUST

"I wanted to say how much I enjoyed / learnt from your article on trauma-informed content. It was an excellent piece, clear and practical, and obviously informed by hands-on experience."

Phone
+44 (0)755 401 2533

Email
adrie@adrie.co.uk

As a senior content designer and content strategist, 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!

error: Content is protected !!