Designing
the experience
of

Luke Peake — UX designer, CXO & co-founder. 25 years across DoorDash, AXA, Virgin Australia, Medibank, Sapient and Toptal. Currently CXO at Loot (US fintech lending) and co-founder of TIB Digital.

Initiate contact→View brand archive↓

▸ Manifest: ship faster, think slower, stay honest.This site is hand-directed. Models did the typing.

SECTION // 01
ABOUT

Designer turned operator.

I started building for the web in 2001. Four platform shifts later, I lead design where it matters most — at the executive table.

I help ambitious teams ship products people actually love. For the last 25 years that meant pixels and process. Today it means orchestrating systems, agents and humans to get to a great product faster than anyone else can.

I'm currently CXO at Loot, a US fintech lender designed end-to-end. I'm also co-founder of TIB Digital — a tight-knit studio I started in 2007. 500+ projects, $0 spent on marketing.

I lead a team of 50+ offshore designers, engineers and operators — orchestrating talent across timezones to ship fast without losing the craft.

// Loc

Austin, TX
ex-Brisbane, AU

// Role

Co-Founder @ TIB Digital
Co-Founder / CXO @ Loot

// Past

Sapient, Toptal

// Built

500+ projects

// Hires

120+

// Years

25 / on

agentslendingdesign-systemshiringopsbrandresearch

SECTION // 02
NOW

Building Loot.

As CXO I own design, brand, research and customer experience — end to end, screen one to renewal.

A customer-first fintech lender, designed end to end.

Loot rebuilds lending around the borrower, not the spreadsheet. US-based, small team, big ambitions. We treat every screen like a product, not a form — an enterprise platform with AI-powered underwriting and funding approvals.

I lead end-to-end CX: brand, marketing site, the borrower flow, the underwriter console and every internal tool the ops team touches. Same designer, same logic, top to bottom — so the experience never breaks at the seams.

▸ Agentic underwriters that explain themselves — not black boxes.
▸ Approvals in minutes, not days. Funding minutes later.
▸ One design system from public site to back-office tooling.

// Businesses funded

40×

// Funding increase

// Agentic underwriters

Loot product — desktop dashboard and mobile app

SECTION // 03
BRANDS

For brands.

A selection of clients across two decades. Most engagements still under NDA — ping me for the long version.

⚠ Archive · 8 of 500+ projects shown · sourced from lukepeake.com & tibdigital.com

01DoorDashMerchant & dasher experience design — flows that move at delivery speed.Ops · UX
02Virgin AustraliaLoyalty & velocity programme — the redesign passengers actually understood.Loyalty · UX
03AXAClaims experience — became a template across the global insurer.Service · Brand
04Commonwealth GamesBrand & digital experience for the international multi-sport event.Brand · Web
05MedibankMember portal & claims self-serve for one of Australia's largest insurers.Health · Service
06ahmBrand-led acquisition flow for the youth health insurer.Health · Brand
07SapientSenior consulting — enterprise design transformation across global accounts.Consulting
08ToptalTop 1% designer in the Toptal freelance community.Marketplace

SECTION // 04
PROCESS

How I actually work.

Designer-operator hybrid. Small teams, sharp briefs, faster cycles than you think.

01 / 0–7d

Listen, then reframe.

Sit with the brief, the team, the data. Most “design problems” are positioning problems in a costume.

02 / 7–21d

Prototype with AI, then design.

I’m AI-heavy on tools — models do the typing, I make the calls. 25 years of UX judgement is what turns a fast prototype into a solution that actually works.

03 / 21–45d

Build at scale.

Hi-fi systems, real data, real flows. Every screen earns its place or gets cut.

04 / 45d+

Ship and measure.

Quant + qual loops. If we can’t measure it, we can’t claim it. Iterate quarterly.

// Build

SHIP

Launch quick. Test, iterate, innovate. Real users beat clean decks.

// Pods

2–4

Smaller teams of product builders. Fewer hands, faster decisions.

// Tools, current

Figma · Claude · Slack · Atlas · Magic Patterns · Trello. Whatever moves the work, not the calendar.

SIGNAL ↗ This site was directed by me, built with AI assistance — same way I work for clients now.

SECTION // 05
FIELDWORK

I sit with customers.

A survey is a focus group with the lights off. Real understanding comes from being on-site, in the truck, behind the counter.

Forget the survey.
Sit in the workshop.

Customer surveys. NPS panels. Synthetic personas. I drive out, I show up, I shut up and listen. A few hours on a job site tells me more about a borrower’s day than fifty rows of survey data ever will.

That’s why we started No Small Jobs — a video series at Loot where I ride along with the people we lend to. Tradies, founders, service operators. Their words, their tools, their numbers. Straight into the roadmap.

on-site researchcontextual inquiryno panelsno proxies

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