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I design B2B software worth building, and ship it with your team

I’m Justin Roberts. Twenty years of taking problems start to finish — research, validation, UX, delivery, and what customers actually do with it after. Code was always part of it: I started out hand-building sites, and I’ve shipped front-end ever since. What’s changed is the ceiling — for a few years now I’ve been pushing AI to its full capability, experimenting with how far design, and the teams I work with, can take it. Speed is the given now. The craft is keeping it quality.

The work has been for

MYOB

Smokeball

Tebra

, the

Ministry of Manpower in Singapore

Chime Labs

SkillsAware

and

Email me →See the work →

What people say

Justin is one of the best and most versatile designers I've worked with… The tools made him fast; his taste is what makes the work good.

Alexis Griveau

Co-Founder & CEO, Chime Labs

After many years in product development, I can say Justin is one of the best product designers I've ever had the pleasure of working with. He thinks holistically when tackling a problem and is truly results-driven.

Mathew Pretel

Chief Product & Technology Officer, Chime Labs

From product discovery to final implementation, Justin consistently delivers high-quality work that directly contributed to both improved user experience and business outcomes.

Adele Hoyle

Chief Product Officer, Smokeball

Stop looking for a designer. Justin is your man. He GETS IT.

Gabe Hollombe

Director of Solution Engineering, APAC

Justin functioned as a voice and leader for the design practice of Neo Singapore. He ensured the excellent engineering work from the team was complemented with a clear understanding of the customer.

Jeff Gothelf

Author, Lean UX · Sense & Respond Learning

I was impressed by his humility, his willingness to learn, and his ability to diagnose challenges and to make a difference in tough situations.

Joshua Seiden

Author, Lean UX · Sense & Respond Learning

When the final product was released, we saw an immediate uptake in feature usage, with no negative feedback. His designs not only looked great but also worked seamlessly for our users.

Ben Enviah

Delivery Manager, Team Lead

He raised the bar for successful design and UX, constantly challenging me as a PM to step back and see the customer experience from a wider lens.

Nicole Povey

Staff Product Manager, Tebra

He possesses exceptional skills and diligence to fully understand the user and the goals of the initiative before diving into any design requirements.

Keval Mehta

Product Leader, 2x Founder

Justin is a unique designer who can bend his mind around customer problems, gain deep empathy for the client and then use his toolset to take the team on the journey to a solution.

Ben Ross

Co-founder, Propel Ventures

I'd recommend Justin to any team looking for a passionate, smart, and seasoned designer who has the proven ability to up-level an organization and their products.

Jon Elison

Design Leader

His easy going nature and experience meant that he was often sought out for key business projects to provide input and advice on the best path forward.

Bianca Bowron-Cuthill

CEO, Innowell

He elevated our brand from a 'start-up brand' to a beautiful and innovative one that other companies try to copy.

Ashley Daniel

Product Marketing, Medallia

One of Justin's remarkable strengths is his ability to translate complex ideas into tangible design artifacts.

Chris Patterson

Senior Product Designer, Tebra

I found him highly personable, well-organised, thorough in his thinking and attention to detail, and profoundly creative in finding solutions to complex problems.

Mark Keough

Executive Director, SkillsAware

Justin has a strong eye for design and a sharp marketing mind, blending strategy and execution in a way that makes complex ideas feel simple and compelling.

Gene Yu

Founder, Cybersecurity

It's rare to find such an experienced Product Designer with deep knowledge of agile methodologies and software development.

Michael Simpson

Head of Engineering, Atomi

Justin helped lift PatientPop off the ground with prototype designs that were still relevant more than 2 years in.

Thomas Le Blan

Tech Leader, Koddex.io

I specifically appreciated Justin's ability to advocate for the user and simplicity in the product.

Mike Mazur

Staff Software Engineer, Stripe

Justin is one of a kind. A highly skilled designer who cares deeply about what he does. He seamlessly combines aesthetics, form and function with a deep insight into user behavior.

Mette Walsted Kristiansen

Product Experience Designer

I was constantly surprised by his talent, ingenuity and ability to find beautiful and simple solutions to very complicated problems.

Alessandro Justesen Leoni

Chief Product & Technology Officer, Shine

He was instrumental in the shaping of our early stage product.

Raaj Govintharajah

Founder and CEO, The Martec

Justin provides an unmatched ability to create digital experiences that engage and guide users through the complete journey.

Jared Jost

Growth Marketing & Demand Generation Leader

Thinking outside of the box and looking at the bigger picture is something that comes naturally to Justin.

Megan Dell

Senior Director of Design, Vista

Justin is an extremely talented designer who is strongly focused on user experience. He needed very little instruction to get started.

Ognjen Babic

General Manager Technology, David Jones

Principles

The operating system behind every engagement.

Evidence before opinion

Research, testing and data settle decisions. Not the loudest voice in the room.

The smallest increment

Ship the smallest thing that proves the point, then build on what survives.

AI supports, it doesn’t lead

It takes the repetitive work. What to build, what to cut and what good looks like stays with people, in a room.

Simplify success, don’t complicate it

Technology should make the outcome easier to reach. If it adds friction, it is not finished.

Adoption is the finish line

Not satisfied until your customers are actively using what we built.

Selected work

Chime Labs AI Platform

A Sydney AI startup for trades, backed by 500 Global. An AI receptionist that books the job. I run product end to end.

Smokeball

Embedded with Smokeball’s teams, leading UX and their shift to AI-assisted prototyping. Built their first Figma style guide.

Blackpanda

UX and UI for a cyber security firm. Prioritisation workshops, a standardised Figma component set, and phased delivery.

SkillsAware Conversational AI

Took the MVP to a scalable product. Rebuilt the AI chat as a multi-agent model and redesigned the interface around feedback.

See all work →

The baseline moved

Building got cheap.
Choosing what to build didn’t.

The baseline has moved — everyone ships fast now. What separates the work is knowing which problems are worth solving, and having the craft to make the answer feel obvious. AI didn’t remove the hard part — it moved it. When a feature costs a weekend instead of a quarter, the expensive mistakes happen earlier: the wrong problem, the wrong first cut, the wrong thing to say no to. Judgement is the constraint now, not velocity.

Most of the work is in how people describe a problem — the friction, the motivation, the why behind the solution they think they want. Then deciding what gets built first, and making that core function simple enough to land. Prioritising and designing stop being separate jobs somewhere in there. I work the whole arc: first exposure, onboarding, retention, growth. These eleven are what I’m hired for most often.

B2B SaaS Product Design

AI Product Design

Design Systems at Scale

Assumption Mapping & Risk Validation

Product Roadmap Strategy & Discovery

UI Design Services

UX Wireframing & Prototyping

User Journey Mapping Services

Jobs-to-Be-Done Research

Customer Research Services

SEO Consulting Services

All services →

Tell me what you're building. I'll tell you if I can help.

Email me →