First choose what works, then build.
Jelle Plass. Strategist and facilitator, twenty years in digital design. For product, customer journey and AI programmes, through agencies and directly. I design the sessions, get the decision-maker to the table and build the first prototype myself.
Over a hundred workshops · Shell · Vodafone · Miele · NMBS · ANWB
Voor wie ik gewerkt heb, via bureaus en direct
Shell · Vodafone · NMBS/SNCB · Miele · ANWB · Belfius · Odido · PON · Plopsa · Symetri · KitchenAid · Diageo · Kom op tegen Kanker · Mensura · Xerius · Etex
Twenty years in digital, over a hundred workshops. Cases and full client list
Where I come in
There is plenty of input. What is missing is a decision.
Nobody is short of input. There is a deck, there are three proposals, and the board wants something with AI. What there is not is a decision, and someone to own it.
This is the moment I most like to walk in. Decision-maker in the room, the people who have to carry it next to them, and a session where you choose instead of discuss. While you prioritise, I build the first prototype. After that it belongs to your team, and I stay as long as it takes.
- 01intakeOne conversation: where is it stuck, who decides, and what needs to be on the table.
- 02discoveryInterviews and material. The process or the customer journey mapped before the session starts.
- 03sessionsWith the people who have to carry it and a decision-maker at the table. Voting rounds, time pressure, outcome on paper.
- 04plan with ownersPrioritised, with a name and an order for every initiative.
- 05prototypeThe first concept, clickable, built during or right after the session.
- 06handoverThe team can carry on by itself. Or I stay as the starter until something runs.
What I believe
- 01
Strategy is made with the client, not for the client.
A plan someone thought up for you ends up in a drawer. A decision you make together gets done.
- 02
The roadmap was never the problem. What happens afterwards is.
Time, ownership, and whether the process actually changes. That is what I design for.
- 03
Without a decision-maker at the table it is not a workshop, it is a meeting.
For me the decision-maker is part of the scope, not part of the tips.
- 04
Test before you build.
A prototype that runs is a way to decide, not a product. Sometimes the advice is: don't build yet.
- 05
Enable first, build second.
A team that can do it themselves is faster and cheaper than custom work from an agency.
Cases
Five programmes, and how they ended
Every case ends with where it stands now. Also when it went quiet, with the reason. That is the proof the rest is true.
Public transport · via iO Digital · 2026National railway company: AI discovery on a content processA content team publishing in four languages, shrinking while the volume grows. One concept built live in the room; the team took it on themselves.Lees de case02
Leisure · via iO Digital · 2024 to 2025Theme park and resort group: from replatforming without a strategy to a measured roadmapAn app and a replatforming underway, with no strategy behind them. A year later the board measures itself against the plan: phase 1 at 90 percent.Lees de case03
Insurance · via Bothrs · 2023 to 2024International health insurer: from a mapped-out ecosystem to a tested prototypeEverything was designed, nothing had been shown to a customer. Two days in Madrid, seventeen people, a ten-screen prototype, and the advice to iterate first.Lees de case04
Software · via Sprint Valley · 2023 to 2024International software reseller: bottom-up strategy after the business model fell awayThe vendor started selling direct. Nine remote workshops, sixty people in three countries, and teams pitching their own plan to leadership.Lees de case05
Mobility and travel · ANWB via DEPT · 2021 to 2022ANWB: from an internally sold idea to pages that stayed live for over three yearsThe idea was sold but not defined. Six months in the team, from twelve ideas to three live, and pages that ran for over three years.Lees de case
Who I am
Who I am
Twenty years in digital: strategy, design and facilitation, five of them running my own agency in Amsterdam. Over a hundred workshops, for Shell, Vodafone, Miele and NMBS among others, and one lesson that kept coming back: the workshop is never the problem, what happens afterwards is. Independent since June 2026, based in Antwerp, for end clients and agencies across the Benelux.
Available
Available
A programme that needs to get started, or a product team looking for someone to kick things off: that is where I fit. Short, one to four months, through an agency or directly. Or long, six to ten months, as the starter in your team. Own company, Dutch and English, remote or on site in the Netherlands and Belgium. Available now.