I’m Ryan Borroff, a lead content designer and UX writer with over 10 years’ experience in digital products. I’ve shaped generative AI travel recommendations at Expedia and led content design for the Qatar Airways app. I also design and build independent digital products.
20+
Years across content and editorial
10+
Years shaping digital products
3
Independent products in this portfolio
I start with the task: what does someone need to understand, decide or do next? I work with product, research, engineering and data science teams to shape the language and interactions around those decisions.
At Expedia, I wrote prompts and labels that explained why a travel recommendation was relevant to the customer.
For Qatar Airways, I wrote booking, trip-management and loyalty content, including prompts such as “Don’t see your trip? Add your booking”.
In my independent products, I work on the interface, content and implementation together, using AI tools as part of development.
At Expedia, I used testing and analysis to assess changes to recommendation content and refine the language.
2025–Present
Independent consultancy and app development
Independent product design and development, covering content, interfaces and implementation.
Projects include Chroma, a platform for filmmakers; Kitchen Wizz, a recipe and meal-planning app; and EatLog, a voice-first food diary.
2021–2025
EPAM Systems
Expedia Group: worked with machine learning and data science teams to design and refine prompts and product language for personalised travel recommendations across web and app.
Qatar Airways: led mobile content design within the UX team, working directly with the client. Designed journey content, UX writing and microcopy for booking, trip management and loyalty features, maintaining a consistent brand voice.
2006–Present
Form Language Ltd
Client work includes Mazda, Kia and Arup.
2020–2021
Volta: Future Positive
2018
VinFast launch at the Paris Motor Show
2012–2018
Ultima Media
Work includes Volvo, Lexus and Maserati.
Graduate Diploma in Psychology
London Metropolitan University
BA (Hons) English and History
University of Huddersfield
Co-author of 'How To Design Cars Like A Pro'.