AI Experience · Product

Designing for
people at the
edge of AI &
experience.

I'm Oriane, a Principal Product Designer in Fitzroy. I design and build polished, practical websites for small businesses, creatives and community projects that need to feel trustworthy from the first click.

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Oriane Van Loo
12+ years experience
Principal Designer
Melbourne
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Selected Work

Projects & case studies

A selection of work across AI, travel, fintech and SaaS. New product creation and large-scale redesigns.

Rome2Rio · 2025–Present
AI Design Variants Rome2Rio · 2025

01 · 2025–Present · Rome2Rio

AI Design Process Tooling

AI-powered design variants

Built custom AI tools that let the design team generate and compare multiple interactive UI variants in minutes from a single design brief.

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Hitch 2.0 Rome2Rio · 2025

02 · 2025 · Rome2Rio

Design Systems Tokens

Hitch 2.0 design system

Expanded Rome2Rio's design system to v2.0: richer token architecture, broader component coverage and a clearer adoption path across two dev stacks.

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Map First Rome2Rio · Concept

03 · 2025 · Rome2Rio · Concept

Product Concept Mobile UX Strategy

Map First

A conceptual rethink of the Rome2Rio mobile app that puts the map front and centre, turning journey planning from a query into an exploration.

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Block · Afterpay · 2021–2025
Checkout redesign Afterpay · 2022–2025

05 · 2022–2025 · Afterpay

Product Design Systems Design

Checkout flow optimisation

Full redesign of Afterpay's checkout (15M+ sessions monthly). Simplified the UI, introduced modular components and rebuilt trust at the moment of purchase.

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Afterpay express checkout Afterpay · 2021–2023

06 · 2021–2023 · Afterpay

Interaction Design Research

Afterpay express checkout

Redesigned the returning-customer flow so shoppers can complete a purchase in seconds using saved details.

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Frictionless biometric login Afterpay · 2023–2025

07 · 2023–2025 · Afterpay · Block Inc

Mobile Design Platform Integration Auth

Frictionless access & digital wallets

Biometric login, persistent sessions and native Apple Pay + Google Pay integration. This resolved a 40% login failure rate and put Afterpay natively in the device wallet.

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AI Business Coach growth projection Afterpay Hack Week

04 · Hack Week · Afterpay

AI Rapid Prototype

AI business coach

Designed and built a working AI coaching prototype in under 24 hours. Upvoted by the Commerce team and picked up for formal product exploration in Cash App.

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Cash App bill split Cash App · Hack Week

11 · Hack Week · Block

Payments Rapid Prototype

Cash App bill split

Native bill-splitting via Square POS integration. Designed end-to-end in 3 days with a remote engineering team. Head of Design added it to the product pipeline.

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LoyaltyCorp · MYOB · 2016–2021
MYOB Practice MYOB · 2020–2021

10 · 2020–2021 · MYOB

Onboarding Systems Design Research

MYOB Practice

Scalable onboarding framework for accountants migrating tax clients to a new cloud platform, plus a research-led design sprint for custom charts of accounts.

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Optus Perks LoyaltyCorp

08 · 2016–2019 · LoyaltyCorp

Product Design Web Design 2FA

Optus Perks platform

Full platform takeover for the Optus Perks team. Delivered a fully branded, scalable solution in 2 weeks: three entry points (My Optus App, website, EDMs), 2FA compliance and seamless migration from the old platform.

2 weeksMVP delivered
3 platformsUnified entry points
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eWallet by LoyaltyCorp LoyaltyCorp

09 · 2016–2019 · LoyaltyCorp

Fintech White-label Payments

eWallet

LoyaltyCorp's eWallet bridges brand loyalty and seamless payments. I designed the white-labelled consumer widget: secure card storage, 2FA flows, card verification and an end-to-end payment system covering P2P, recurring payments, bill pay and instalments.

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Personal Projects
Bring Your Dog website thumbnail Personal project

Personal project · Melbourne

Web Design Local Map Community

Bring Your Dog

A dog-friendly map for Melbourne's inner suburbs, helping locals find cafes, parks, pubs and places they can visit with their dogs.

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Notorious Bong brewery thumbnail Personal project

Personal project · Cambodia

Branding Social Media Labels

Notorious Bong nanobrewery

Co-founded and co-owned a tiny Cambodia-based brewery, shaping its social media identity and label design with bold illustration, comic-book energy and beer-brand mischief.

Visit page

Website projects

A good fit for

Independent businesses: cafes, studios, clinics, makers, consultants and services.

Community projects: directories, maps, guides, events, resources and launches.

Creatives and solo operators: portfolios, booking flows and thoughtful online homes.

Oriane Van Loo
12+ years
Melbourne
AI & Product
About me

I turn complexity into clarity, and ideas into products people love.

I'm Oriane, a Principal AI Experience & Product Designer based in Melbourne, with 12+ years designing consumer products across travel, fintech and SaaS. I work at the intersection of complex systems and human needs.

I lead with purpose and care deeply about interaction quality while building systems that scale. I'm particularly drawn to AI experience design, where the thinking required is still being invented.

LinkedIn ↗ orianevanloo@gmail.com
What I bring

Built to ship. Designed to last.

12 years of product design across fintech, travel and AI — here's what that looks like in practice.

AI-native design

I design for AI-powered products and build AI tools from scratch — custom Claude skills, generative UI variants, prompt-driven workflows. Not AI as a gimmick; AI as a design medium.

Design systems

I build scalable, token-based systems that teams actually use — components, documentation, governance. I led Hitch 2.0, Rome2Rio's cross-platform design system, from the ground up.

Research-led decisions

I bring evidence into every room. I design research into the process rather than bolting it on — so by the time we're building, we already know why.

Rapid prototyping

From concept to working prototype fast — I've shipped fully functional flows in 24–72 hours. I build to test, not to present, and I know when a Figma file is the wrong tool.

Shipping at scale

I've owned design across products used by millions — 15M+ monthly checkout sessions, multi-platform wallet integrations, accessibility uplifts across entire platforms.

Cross-functional partnership

I embed naturally with engineers, PMs and data teams. I ask the questions that unblock the room, and I know how to translate design intent into something a team can actually build.

How I can help

A website that feels
clear, current and credible.

From first idea to live site, I can help shape the offer, write the page structure, design the experience and build the thing people actually visit.

01

New websites

A polished site for your business, studio, community idea or personal brand, designed around what visitors need to understand and do.

02

Website refreshes

Turn a dated, unclear or hard-to-update site into something sharper, easier to scan and more aligned with where your work is now.

03

Local discovery projects

Maps, directories, guides, landing pages and community resources that help people find useful things nearby.

04

Content and structure

Help clarifying your offer, shaping the pages and writing practical copy so people know what you do and how to reach you.

Start a project

Need a website or
refresh?

Tell me what you're building, what feels unclear or what you wish your current site did better. I'll get back to you with the simplest next step.