Cases
Five programmes, and where they stand now
You want to know what happens after I leave. That is why every case here ends with where it stands now, even when that was not much. No result percentages, because I usually never saw them. What you do get is the situation I walked into, what I did and what was on the table when I left. Client names only where allowed; the full cases are in the password-protected portfolio.
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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
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 case02Leisure · 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 case03Insurance · 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 case04Software · 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 case05Mobility 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 case01
Track record
Who I have worked for
Twenty years in digital: strategy, design and facilitation. Through agencies and directly, in the Netherlands, Belgium and internationally.
- Telecom
- Vodafone · Odido
- Mobility and public transport
- NMBS/SNCB · ANWB
- Energy
- Shell · Next Energy
- Financial services
- Belfius · Xerius · Rabobank
- Industry and consumer products
- Miele · KitchenAid · Diageo · Unilever · Etex
- Retail and fashion
- Intersport · Prénatal · MS Mode · Ecco · HEMA · Albelli
- Media and publishing
- Sanoma · WPG · Mediahuis
- Health and wellbeing
- Kom op tegen Kanker · Mensura · Multipharma
- Software and business services
- Symetri · PON
- Leisure
- Plopsa
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Portfolio
Want to see more?
The password-protected portfolio has the full cases, with names where allowed, plus my CV as a download. Ask me for access, or use the password you got from me.