Leo Smits
Sr Ux Writer at Klm Royal Dutch Airlines
Based in Amsterdam, Netherlands
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Seniority
Staff
Department
Writing/Editing
Location
Amsterdam
Industry
Airlines and Aviation
Company size
23K
Contact information
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l•••••••@klm.com
Phone
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Background
About Leo Smits
I design content that moves people—to act, to trust, to stay. With a hybrid background in UX, branding, and behavioural design, I help brands sound sharp, human, and distinct. Across languages, journeys, and platforms. I believe in language that not only drives action but also builds understanding and trust. As a UX writer and creative director, I design content that’s both strategically sound and emotionally resonant. Whether it’s loyalty programs, e-commerce journeys, or complex digital interfaces, I make every word work for both brand and user. I also design scalable content systems by integrating AI-assisted workflows into UX and tone design. From multilingual prompts to adaptive tone ratios, I use tools like ChatGPT to amplify consistency, creativity, and speed across enterprise platforms.
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