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When I joined KeepTruckin in 2017, the product team had no shared design language. Thousands of design files sat across disconnected folders with inconsistent naming, no modular components, and no clear source of truth. Engineering rebuilt the same patterns from scratch for every feature. Design reviews turned into debates about button styles rather than user problems.

The cost wasn't just inefficiency. The product was scaling fast — but the team's ability to ship coherently wasn't keeping pace. Every new hire meant weeks of onboarding just to figure out which mockup was current. And the process itself was PM-driven: product managers defined solutions, designers executed mockups, and there was little room for research or prototyping before requirements were locked.

The PM-driven process when I joined in July 2017

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I proposed and led the creation of Sprayshop, Motive's first design system — working alongside Karsten Rowe, Head of Design, to establish the foundations.

The goal wasn't a component library. It was a shared language between design and engineering: consistent tokens for colour, spacing, and typography; a modular component architecture that scaled across web and mobile; and documentation that new team members could actually use from day one.

I hand-coded the Sprayshop documentation website — making the system accessible to engineers who didn't work in design tools, and giving the company a reference it could share externally.

The design system wasn't just a toolkit — it shifted how the organisation made product decisions. With a shared language in place, I introduced a design-led workflow where research and prototyping happened before requirements were locked. Designers went from executing PM briefs to shaping product direction alongside engineering and product management.

The cross-functional workflow once Sprayshop was in place — design involved from discovery, not just execution

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ELD (Electronic Logging Device) compliance wasn't optional — it was a federal mandate. Fleets that failed to comply faced fines, operational shutdowns, and lost contracts. For Motive, getting compliance right wasn't just a feature request — it was a direct revenue driver. Enterprise customers chose Motive specifically because it could keep them legal.

I designed the compliance experience across web and mobile: fleet manager dashboards that surfaced violations and trends at a glance, and driver-facing flows that made it straightforward to stay compliant on the road.

The Smart Dashcam captured driving events automatically, providing video evidence that protected innocent drivers and helped fleet owners track and correct behaviour. I designed the web experience for the initial dual-facing camera integration — allowing fleet managers to switch views and review driver behaviour for any flagged event.

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