While he isn’t a machine learning expert, Ryan Bigge can spot a robotic-sounding sentence from 50 paces. Before becoming a content strategist, he spent a decade as a freelance journalist. He works in a cross-disciplinary team at Shopify, where he advocates for content-first UX and plain language. He gave a solo presentation about analog souvenirs at SXSWi 2013 and blogs regularly about content strategy and UX on Medium.