Motive
Spearheading design system for more efficient fleet management and empowered product teams.
KeepTruckin (now Motive) builds fleet management products for the US trucking industry: GPS tracking, dashcams for road safety, tools for legal compliance, and more. Drivers use a mobile app; their managers use a web dashboard.
My Role
User Research, Sketching, Wireframing, Screen Flows, Usability Testing, Interaction Design, Design Review, Frontend Development (Design System)
Platforms
Web App / iOS and Android Apps
Year
2017–2019
Background
I collaborated with multiple roles to shape the product experience and drive alignment — ideating, sketching, and building functional prototypes for customer-facing products and new features across web and mobile. Most of my work falls under Design System, Developer tooling, and Compliance.
Building a Debut Design System
Problems faced by new designers
- Too many assets: Thousands of design files with little structure to naming conventions and organization
- Non-modular approach: All components were baked into fullscreen mockups
- Confusion over source of truth: Which mockup is latest? What button style should I use? No clear answer existed
- Overly complex documentation: A 20-page-long read before a designer could touch a Sketch file
KeepTruckin's Product Manager (PM)-driven process when I joined in July 2017
Key Drivers
- A single source of truth and reference for our product design language
- Bridge Design and Engineering so they speak a common language
- Create a harmonious family of products regardless of platform, tech stack, or device
- Showcase the awesome products we build — become a thought leader in the space
Deciding an actionable plan for building it
- Evaluate and redefine organization, naming conventions, and scalable structure
- Create a systematic approach to layout, colors, type, and basic elements
- Re-evaluate and document the design process so new team members hit the ground running
Structured documentation to bring new designers up to speed quickly
For Designers
Screencast walkthrough of Sprayshop's component and token structure
Company-wide / For Engineers
The improved cross-functional workflow once Sprayshop was in place
Features
Smart Dashcam
The Smart Dashcam captures unanticipated events. Video evidence helps protect innocent drivers and helps fleet owners track and correct driver behavior.
I designed the web app experience for the initial integration of a dual-facing dashcam — allowing fleet managers to easily switch views and observe driver behavior for any driving event.
Overview of Process: Discovery → Sketching → Wireframing → Screen Flows → Usability Testing → Visual Design → Handoff → Review
Email Redesign
I redesigned the transactional email system to align with the new design language and improve driver communication around compliance events.
"Haseeb is a strong IC and craftsman. Always looking for opportunities to grow and improve the design process. Together we set up the foundations of the KeepTruckin design system called SprayShop, which helped both designers and engineers build better products more efficiently."
Karsten Rowe, Head of Design – KeepTruckin
Documents 2.0 + IFTA
Our product didn't offer an automated flow of IFTA fuel receipts ported to documents. We needed to significantly improve the documents feature to level up with competitors.
I brainstormed screen flows and rough sketches into low-fidelity mockups to test and align with business needs — delivering requirements faster.
Ideas to Action
Outcomes
- Enabled Motive to provide successful solutions for the ELD mandate across the U.S.
- Minimised fleet violations by up to 50%
- Work recognised by customers and senior leadership and featured in the press
