Product strategy, design and delivery

I design B2B software and help teams get it shipped

This is the portfolio of Justin Roberts. Twenty years in product: research, UX, delivery. Most of it on software with two audiences — the business that buys it and the person who has to use it. Now I build AI products with AI, at a pace that used to take a department.

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What people say

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

Co-founder, 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

Co-founder, 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

Random Work

Chime Labs AI Platform

Chime Labs is a Sydney-based AI startup for Australian trades businesses, backed by 500 Global. Its AI receptionist answers every call 24/7, qualifies leads, and books jobs straight into the tools tradies already use — while the Quotes platform turns calls and voice notes into professional quotes customers accept by SMS. Working closely with the founders as a full-stack AI product designer, I help drive the product end to end: strategy, design, delivery, and go-to-market.

Smokeball

Collaborated with Smokeball’s design and product teams to enhance their design processes and expedite key initiatives — including leading the team’s early shift from static Figma mockups to AI-assisted prototyping. Integrated into existing workflows, provided mentorship, and led UX and product design for high-priority projects. Developed a new product targeting a different market segment and established the inaugural Figma style guide, laying a foundation for the expanding team.

Blackpanda

Partnered with Blackpanda to refine their digital solutions, focusing on user interface and experience improvements. Conducted prioritisation workshops, co-managed backlogs, and developed standardised UI components using Figma. Engaged in customer interviews and usability testing to ensure user-centered design, introducing a phased delivery approach for iterative solution validation.

SkillsAware Conversational AI

Elevated the SkillsAware MVP into a robust, scalable product — AI-led on both sides of the work. Advanced the AI chat feature into a multi-agent model tailored to diverse workflows, and used AI-assisted prototyping to validate conversational flows with working interactions rather than static mockups. Redesigned the user interface based on customer feedback and positioned the platform for expansion into additional industries and use cases.

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Take your digital product from idea to success with expert knowledge at every stage of your development and beyond. What stage are you?

Nine stages, one loop. Come in at any point — or run the whole thing — with AI carrying the repetitive load at every step.

1. Discover & Research

I map the market and talk to your customers directly. AI does the synthesis, finding patterns across interviews, support tickets and competitor teardowns.

2. Ideate & Design

I sketch and structure answers to what the research surfaced. Your design rules are encoded as AI rules, so generated work comes back on-brand, not off-piste.

3. Validate & Prioritise

I prototype with AI and test working interactions rather than pictures of them. Whatever survives contact with real users gets built first, and the rest waits.

4. Develop & Deliver

I ship in the smallest releasable increments. Coding agents take the repetitive work, so the thinking time goes where it actually counts on your product.

5. Release & Monitor

I launch deliberately and then watch what happens. Everything is instrumented from day one, so we are reading real behaviour rather than guessing at it.

6. Iterate & Optimise

I feed real usage back into the roadmap. Evidence decides what changes next, not the loudest voice in the room or the newest idea on the backlog.

7. Promote & Expand

I make the product legible to its market: positioning, messaging, and the search and AI visibility that decides whether you get found at all, or not.

8. Scale & Sustain

I harden what works into systems, playbooks and documentation, so your team keeps moving at pace long after I have stepped back from the project.

9. Reflect & Repeat

I close the loop. What did we expect, what actually happened, what changes next time — written down, so the next cycle starts smarter than this one.

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The Reloop mark at the centre of a grid of connected squares, representing the breadth of the product delivery spectrum

Bringing your vision to the value your customers need.

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 carries the load

Style guides encoded as rules, playbooks as skills, agents multiplying a small team.

Adoption is the finish line

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

Read how I work with AI →Read about me →

What I do

Most of the work is figuring out what someone is actually trying to do, then building an interface that gets out of their way. The highlighted seven are where I spend most of my time.

AI Workflow Design & Automation

UX Maturity & Capability Reviews

Playbook & Process Development

Knowledge Sharing & Documentation

Project Retrospectives & Post-Mortems

Internal Tool & Workflow Reviews

Design Systems at Scale

Scalable Onboarding Design

Retention Strategy Design

Service Design for Scalability

Content Strategy for Growth

Product Messaging & Value Proposition Development