About
I’m Justin Roberts, Founder and Principal Consultant at Reloop Digital. 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.
Reloop Digital is my 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.
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.
See the towns Reloop serves across the Illawarra and Southern Highlands →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.