I work where product, design and engineering overlap.
I’m Justin Roberts, a principal product designer. For twenty years I’ve worked inside product and engineering teams, not beside them: discovering what’s worth building together, designing it, and shipping it with the people who build it.
Three disciplines, one loop, worked with the team.
Discover what’s worth building.
Discovery, validation and prioritisation, done with the team rather than for it. I’ve mentored product managers, and at PatientPop helped shape what became the Tebra Care marketplace, still live today.
Tebra →Make the answer feel obvious.
Principal product designer on Singapore’s Ministry of Manpower work-pass rebuild. The most senior design practitioner at Smokeball, holding the hardest problems and mentoring the designers around them.
Smokeball →Ship it, not a mockup.
I hand-coded my first sites twenty years ago and have shipped front-end ever since. At Chime Labs I take Jira stories to production: scoped branches, automated tests and AI-reviewed pull requests, released with the engineers.
Chime Labs →Discover. Design. Ship. Learn. Again.
Reloop is the loop a good team works in, and the mark is drawn from it. The left loop is product: discover, validate, prioritise. The right loop is engineering: build, release, monitor. Design isn’t a stage between them. It runs through the whole loop, from the first conversation to the release.
Then it loops. What shipped tells you what to build next, so the work never ends at a handover.
A practice, not an agency.
When you engage Reloop you get me — the same person through strategy, design and delivery. There is no team behind the name to hand the work to, which is the point: nothing is lost in translation between the person who understood the problem and the person who solves it.
I’ve built design functions from nothing, mentored designers, product managers and engineers, and set product direction with executives across three countries — always as the senior practitioner in the room, never as the person writing the performance reviews. That’s a deliberate choice rather than a gap. Put me on the hardest problem with a team around it and that’s where I’m worth the most.
From the people I build with.
“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.”
“It’s rare to find such an experienced Product Designer with deep knowledge of agile methodologies and software development.”
“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.”
I work the way a small team does and move at the pace one can: research, design and delivery in the same head, decisions made once rather than negotiated across a handover. That suits teams who are shipping and need the thinking to keep up, and teams who have stalled and need someone to find out why.
Based in the Southern Highlands of New South Wales, working with clients here and overseas — Sydney, Singapore, Los Angeles. Most of the work is B2B: software with a buyer and a user who are rarely the same person, where the hard part is serving both without the product becoming a compromise.
Design, user experience, product management and front-end have all been my job at different times, and often at once — at Neo Innovation the designers held product, because there were no product managers to hand it to. That is still how I work. It means I can sit in the research, make the roadmap call, draw the screen and check what the build actually did.