Ryan Borroff
Content Design Consultant and Creative Technologist
Professional summary
Award-winning Lead Content Designer and UX Writer with 20+ years of experience spanning content strategy, UX writing, AI content design, and microcopy. Most recently embedded with Expedia Group's ML and data science teams, designing GenAI-powered personalisation experiences that delivered a multi-million dollar improvement in conversion. Previously led mobile content design for Qatar Airways, contributing to a World's Best Airline Website award and mobile app awards. Since late 2025, has applied this content design and prompt-engineering expertise to founding and building consumer apps end-to-end – combining UX writing, AI-assisted ("vibe-coded") development, and product strategy – for three independent startups. Deep cross-sector experience across travel, automotive, healthcare, and fintech – working agency and client-side, within agile delivery teams, alongside product, UX research, engineering, and legal stakeholders. Holds a Graduate Diploma in Psychology with a focus on cognition and heuristics – directly applicable to evidence-based content design practice.
Key strengths
- Prompt engineering and GenAI content design
- AI-assisted ("vibe-coded") product development – React Native, Firebase, Expo
- UX writing and microcopy at scale
- Agile stakeholder management (product, UX research, engineering, legal, data science)
- Measurable conversion impact
- Award-winning design track record
- Psychology and heuristics background
Experience
Content & Creative
Freelance consultant
November 2025–Present
Consultant content and UI design contractor building consumer apps end-to-end, combining content design, product strategy, and AI-assisted development to move from concept to shipped product without a traditional engineering team.
Principal Product Designer & Developer — KitchenWizz, Chroma & RP Ltd
London, UK · 2024–Present
- Chroma — Oversee end-to-end design and development of a video hosting platform for professional filmmakers, positioned as a Vimeo competitor, spanning UI, UX, and backend functionality (React/Vite, Express, Postgres, Mux, Cloudflare R2). Own stack and infrastructure decisions, including a full migration from Replit to Railway, plus beta research and content strategy.
- KitchenWizz — Oversee design and development of a cross-platform meal planning and recipe app (React Native/Expo, Firebase, Gemini API), from UX and information architecture through to AI-powered features like recipe parsing and auto-tagging. Shipped to TestFlight for iOS and Android.
- RP Ltd — Lead concept, design, and AI-assisted content strategy for an online art sales platform, built with a renowned, award-winning designer and artist, launching at London Design Festival 2026.
- Direct AI coding agents (Replit, Devin, Claude, Gemini) across architecture decisions, prompt engineering, and implementation, while retaining full ownership of product judgement, UX writing, and voice.
Lead Content Designer / UX Writer
Epam Systems
May 2021–October 2025
Lead Content Designer and Lead Content Strategist at EPAM. UX writing, content and AI content design, microcopy and content management throughout the design delivery process with multiple clients across travel, automotive, and healthcare industries.
Content Designer & UX Writer / AI Content Lead – Expedia Group via Epam Systems
January 2024–May 2025
Lead content designer and UX writer working within an agile delivery process, liaising with stakeholders across UX research, product design and management, marketing, legal, data, and engineering.
Embedded with Expedia Group UX researchers and ML and data scientists designing content utilising ML and GenAI technologies to personalise the customer user experience.
Prompt engineering: Crafted and refined AI prompts to generate hotel, flight, and itinerary recommendations based on granular user preferences. The intention: faster discovery, improved personalisation and relevancy, better engagement and trust, reduced abandonment, and increased conversion. The result: a multi-million dollar improvement in conversion.
Content Designer / UX Writer – Qatar Airways via Epam Systems
May 2021–December 2023
Fully embedded with a world-leading UX design team managing mobile content design for Qatar Airways with daily client engagement. UX writing, content design, and content management throughout the design delivery process.
Awards:
- EPAM Systems DEP Design Award
- 2022 EPAM Pan-European UX Design Award
- World Travel Tech Awards
- 2023 World's Best Airline Website
- 2024 Business Traveller Middle East Awards: Best Travel App
Editorial, Content Design, Writing & Copywriting + Automotive Brand
Freelance Consultancy – Form Language Ltd
June 2006–Present (18+ years)
Copywriting and branding work including brand consultancy and launch of microsite for Mazda Europe (LBi), marketing materials for Kia Motors, Arup Engineering Design Yearbook, launch of Morrisons wine e-commerce, and more.
Head of Content
Volta: Future Positive
March 2020–March 2021
Content lead on launch of sustainable media start-up. Led brand content formats, grew team of freelance editors, and planned, commissioned, and wrote commercial and editorial copy.
Lead Copywriter and Brand Consultant
Evolve Raybotix
2020
Content and communications lead for relaunch of pharmaceutical and medical supply company and launch of its range of UV-C ozone disinfection robots. Developed multi-market communications strategy, built brand, ideated and named products, and wrote content to communicate complex chemical, physical, and medical concepts to a non-scientific audience.
Content & Creative Director
Vinfast LLC Launch
2018
Managing editor and creative direction for the Vinfast brand design book; the launch publication to introduce Vietnam's first volume car manufacturer. Wrote, edited, and managed the creative team from initial concept to the book's launch at the 2018 Paris Motor Show.
Editor & Digital Lead
Ultima Media
2012–2018
Editor, writer, and creative director on numerous B2B publications for automotive clients. Produced trend reports, designer profiles, interviews, and brand histories for automakers including Volvo, Nissan/Lexus, Alfa Romeo, Abarth, Fiat, and Maserati.
Motoring Editor
CityAM and Metro International Newspapers
Syndicated weekly motoring columns for business daily CityAM and Metro International. Interviews, test drives, features, and profiles for publications including The Guardian, The Financial Times, Wallpaper*, Car Design News, Bentley Magazine, and more.
Co-author of How To Design Cars Like A Pro, 1st and 2nd editions (2004 and 2009).
Education
Graduate Conversion Diploma in Psychology
London Metropolitan University
Cognition, Gestalt psychology, Advanced Research Methods, Heuristics, Social Psychology, Child Development
BA (Hons) English & History, 2:1
University of Huddersfield