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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 that includes AI products, and AI inside the design and delivery process, supporting the team rather than replacing it. The skill is knowing how people and AI work together, and where each belongs.

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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

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

Random 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.

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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

Market mapping, customer interviews, support tickets, competitor teardowns. Out of it: the patterns that keep recurring, and a shortlist worth solving.

2. Ideate & Design

Flows, wireframes and interface design answering what discovery surfaced. Decisions get written down as they are made, so the reasoning outlives the project.

3. Validate & Prioritise

Working prototypes in front of real users rather than pictures of them. What survives gets built first; what does not is recorded as tested and rejected.

4. Develop & Deliver

Design and engineering in the same cycle, not a handover between them. Edge cases, states and interaction detail specified where they are needed.

5. Release & Monitor

A deliberate launch with instrumentation already in place, so the first week produces behaviour rather than opinions.

6. Iterate & Optimise

Real usage goes back into the roadmap: what people actually did, which changes moved the number, and which ones get reversed.

7. Promote & Expand

Positioning, messaging, and the search and AI visibility that decides whether you get found at all. The promise made is one the first session delivers.

8. Scale & Sustain

Systems, playbooks and documentation, so the team keeps its pace after I step back. Written where the work happens, not filed where nobody opens it.

9. Reflect & Repeat

A written record of what was expected, what happened, and what changes next time — the input to the next cycle, not a retrospective nobody reads.

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

What I do

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

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

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