№ 001 · Case File
L&D Lead · Booking.com
Senior Instructional Designer with acting team-lead responsibilities
- Period
- December 2022 – Present
- Location
- Amsterdam, Netherlands
- Stakeholders
- Senior stakeholders across operational, data, and partner L&D functions
Consistently top-rated in annual performance cycles; entrusted with acting team-lead responsibilities.
- Caretake a small in-house team of instructional designers alongside an external L&D function; align delivery to internal learning standards and business priorities.
- Led ADDIE → SAM transition and skills-based ways of working. End-to-end delivery cycle cut from 8 weeks to 2 weeks for short and medium initiatives; capacity recouped into strategic work.
- Designed customer-service enablement programmes at enterprise scale — tens of thousands of learners globally — using HPLJ, SAM, and scenario-based learning with human-in-the-loop AI at each stage of objective development.
- Designed a custom learning-impact metric linking customer-satisfaction signals with learning data; adopted by stakeholders and operationalised as a team dashboard.
- Designed a ten-metric evaluation framework; piloted on a flagship learning initiative with strong recommendation and assessment scores, and embedded into a custom AI assistant that made data-driven design an automated part of the workflow.
- Took over a quality-adoption programme mid-flight; designed the dashboard that unblocked global rollout, dramatically increasing evaluation coverage with a measurable satisfaction lift.
- Took full ownership of a regulated outbound-calls compliance programme mid-cycle; strong completion rate and significant lifts in learner confidence and understanding at 30-day ADKAR follow-up.
- Rebuilt a long-broken reporting dashboard in partnership with an analytics team, moving from unreliable to production-grade data accuracy and adding an order-of-magnitude more signal; served as the L&D focal point in an internal data-platform migration.
- Founded and lead a cross-functional AI community of practice on a weekly sprint cadence; shipped five AI-assisted workflows now used by teams beyond L&D.
- Co-led a cross-team data-literacy programme with strong attendance and a measurable behavioural-adoption rate at three-week follow-up.
- Mentorship and team multiplier: run a weekly coaching space with strong participant ratings; multiple mentees in recent cycles, several transitioning into instructional-design roles.
Selected case studies and metric methodology available on request.
- #people leadership
- #agile
- #impact metrics
- #AI integration
- #evaluation
- #scale
- #stakeholder management
- #team multiplier