SAYF by Tracker

My Role
Lead Designer

Timeline
Jan - June 2025

Client
Tracker

Project breakdown and process

Retro Rabbit collaborated directly with Tracker and its stakeholders to deliver this project by managing the design and development of the app and its promotional website.

Research

User journey mapping

Prototyping and usability testing

Build and deploy

Enhance and add functions and features based on user feedback

Benchmark against competitors in the market

Custom component library

Cross-functional collaboration with business, technical and branding stakeholders

Overview

Retro Rabbit/Smartek21 partnered with Tracker to design and develop Sayf — a new personal safety app crafted to complement their established vehicle-tracking ecosystem.

Sayf is a family-safety platform offering real-time location visibility, arrival and departure notifications, behaviour-based risk alerts, and instant SOS escalation to armed and medical responders. Its goal is to give families peace of mind through proactive, always-on protection.

As Design Lead, I guided a team of four designers to deliver a user friendly experience grounded in clarity, safety, and trust. My responsibilities included defining the UX direction, overseeing UI execution, aligning design decisions with Tracker’s product vision, and managing stakeholder expectations throughout the project. Close collaboration with development, business stakeholders, and client teams was essential to ensure a cohesive, high-quality product experience.

The app successfully launched on the Apple App Store and Google Play Store in 2025, marking a significant milestone in Tracker’s expansion into personal safety technology.