Building an End-to-End Smart Home Ecosystem

I partnered closely with TrackNet's founders to shape and deliver the complete Tabs experience—leading strategy, design, and execution across brand, product, and platform. My focus was on aligning stakeholders around a shared vision, establishing clear decision ownership, and ensuring every touchpoint reinforced the overall experience.

Mission Planning formed our foundation. I led discovery work to understand customer needs, competitive positioning, and business objectives. This framework became our north star—guiding all decisions across brand, product, UX, engineering, and external vendor relationships. It ensured clarity and consistency across the entire ecosystem.

Product and UX design spanned multiple surfaces. I designed the iOS and Android apps to make device pairing, onboarding, alerts, and monitoring feel effortless for families. In parallel, I led design and development of the marketing website and eCommerce experience—unifying product discovery, evaluation, and purchase into one seamless flow.

Systems thinking drove my approach throughout. I focused on the connective tissue between brand identity, physical packaging, digital interfaces, and customer support—ensuring that every detail, from naming conventions to error messages, built trust and reduced friction.

I worked closely with TrackNet's internal teams and external partners to balance speed, quality, and launch readiness across a complex, multi-surface product. My role was equal parts strategist, designer, and decision-maker—keeping the team aligned and the product coherent as we moved from concept to CES launch.

My Impact

• Established a unified product strategy and design system that connected brand identity, hardware, mobile experience, and eCommerce into one coherent customer journey.

• Reduced complexity and friction across discovery, purchase, onboarding, device setup, and daily use—building trust in a market where poor UX typically causes product failure.

• Positioned Tabs as a differentiated, family-friendly solution in a saturated smart home market through clarity, consistency, and thoughtful experience design.

• Created a scalable foundation, from design systems to technical architecture, that supported future device expansion and feature development.

• Delivered a market-ready product that successfully launched at CES, earning industry attention and positioning TrackNet for growth and eventual acquisition.

“We were extremely happy with Roket's performance and the final product. Their dedication and talent were exceptional.”

Hardy Schmidbauer, CEO of Tracknet and Founder of Tabs