We don’t design for clicks or compliments. We design digital products that work for real people.
Curious
We like to understand people and problems. Some might call it nosey — we prefer curious. We explore by looking at things from different angles, testing both your assumptions and our own. We do this by using evidence, research and data, to build rigorous foundations for our thinking.
Generous
We believe in giving clients, their audiences, partners and our community the biggest resource we have: our lived and learned experience. Alongside that, we create space to think differently; to pause, question and reframe. We listen carefully and care deeply about outcomes that work first and foremost for humanity, but also deliver for bottom lines.
Playful
We cultivate rewarding and joyful experiences with both our working and personal relationships. We believe in fun, creative expression, experimentation, adventures and building unique experiences together. We don’t take ourselves too seriously, but we do believe in addressing complex topics and exploring the unknown.
We cultivate rewarding and joyful experiences in both our working and personal relationships. We believe in fun, creative expression, experimentation, adventure and building unique experiences together. We don’t take ourselves too seriously, but we do take the work seriously, and believe in addressing complex topics and exploring the unknown.
Unconventional
We actively challenge the status quo and seek to disrupt fixed ideas and thought patterns. We speak our truth and, on occasion, may say something that feels uncomfortable. Sit with it. Lean into it. Shift the comfort zone. We’re a safe pair of hands, never flippant, and always grounded in informed data and analytics.
Allyship
We advocate for the next person and beyond. Whether that’s through building positive tech experiences, championing ethics, diversity, accessibility or empathy. We believe in lasting relationships, genuine excitement in your product, and moving forward together with a shared purpose.
Change agent
We equip and empower you to bring your digital project to life. We work with you from start to finish — every step of the way. Big or small, a day-, week- or year-long project. We’re always on hand with helpful, jargon-free advice to keep things moving and deliver amazing results, on time and on budget. We can work internally or externally with your organisation; whatever works best for you.
Behind the scenes
Borderless is a founder-led user experience and web design agency run by Sarah Rothwell — a Humanity Computer Interaction (HCI) practitioner and fractional UX director.
Sarah partners with organisations that want clarity and momentum in their digital work, without the overhead of a full-time UX lead. As a fractional UX director, she provides strategic direction across research, design and delivery — aligning user needs, business goals and technical realities to help teams make better decisions, faster.
Her work is grounded in evidence, collaboration and a deep belief that great digital experiences should feel effortless. Sarah brings structure to complexity, asks the uncomfortable questions (kindly), and keeps projects moving with calm, focus and intent.
Sarah’s passion of digital design began many moons ago, with her BBC Micro computer and some ski pants back in the late 80s. Since then she has worked with some of the world’s leading charities, financial institutions, and businesses alongside some inspirational independents.
With a background spanning strategy, brand, design and accessibility, Sarah is a sharp problem-solver with strong commercial instinct. She holds an MSc in User Experience Design from Brighton University and has worked with leading charities, financial institutions and purpose-driven organisations.
Borderless is small by design, working with trusted partners when needed — always led by Sarah, always focused on impact.
