Fragmented
WhatsApp groups, phone calls and roadside advice — no single place to ask for help.
MotoX Services
When your motorcycle breaks down, you’re not looking for options. You’re looking for help.
It started with a question
What does a rider do when their motorcycle suddenly stops in the middle of nowhere?
Not when they’re planning a service.
Not when they’re comparing workshops.
But when they’re stranded.
That single question changed the direction of the product. Because the answer wasn’t another marketplace. It was a completely different user experience.
The problem
the problem wasn’t finding mechanics. it was finding them fast enough.
In Pakistan, motorcycles are more than just a mode of transport — they’re a lifeline. They’re how people get to work, make deliveries, attend university, and support their families.
Yet when something goes wrong, riders often rely on WhatsApp, phone calls, roadside recommendations, or simply pushing the bike until they find a mechanic.
Stressful
Help is needed at the worst possible moment, often far from home and short on time.
BR
Bike Riders · Karachi214 members
Bike just died near Gulshan-e-Iqbal 😩7:42 PM ✓✓
Anyone know a mechanic nearby?7:42 PM ✓✓
Seen by 38Try the shop near the petrol pump, not sure if open7:51 PM
Which pump? How much will it cost?7:52 PM ✓
The status quo, dramatised — help by group chat.
Unpredictable
No way to know when — or whether — help would actually arrive.
Low trust
Little confidence in pricing, service quality, or the mechanic who shows up.
How riders find help today
“Posted in the bike group. Still waiting for someone to reply.”
WhatsApp groupsHoping someone is online
“Called three numbers. One picked up. He’s forty minutes away.”
Phone callsWhoever answers first
“A shopkeeper said there’s a mechanic somewhere near the market.”
Roadside adviceDirections from strangers
“Pushing the bike. Hoping the next street has someone open.”
Pushing the bikeThe last resort
“He said one price on the phone and another when he arrived.”
Unclear pricingNo confidence in the bill
“Is anyone actually coming? No one’s told me anything.”
No statusWaiting without answers
Illustrative — written to capture the rider behaviours this project designed for.
The existing experience was fragmented, stressful, and unpredictable. The opportunity wasn’t to digitize workshops. It was to reduce uncertainty during one of the most frustrating moments a rider can experience.
Before designing anything
i stopped thinking about bike maintenance.
Instead, I started thinking about human behaviour under stress. People behave differently during emergencies.
They don’t explore.
— so don’t make them navigateThey don’t compare.
— so don’t make them choose between tenThey don’t enjoy browsing.
— so don’t show them a catalogueThey want reassurance.
Proof that help is real, nearby and on the way.
They want speed.
Fewer steps between the problem and a mechanic.
They want one clear action.
One obvious thing to tap — not a menu to explore.
That insight shaped almost every design decision that followed.
Two experiences in one
same rider. two completely different mindsets.
MotoX wasn’t designed solely for emergencies. It also needed to support routine maintenance, spare parts, and long-term rider engagement. Merging these journeys into a single interface would have created unnecessary friction — so I separated the experience into two distinct mindsets.
Remove every decision that can wait.
For riders dealing with an unexpected breakdown. The interface immediately prioritizes emergency assistance, nearby mechanics, live status updates, and transparent pricing — removing unnecessary decisions during a stressful moment.
Rider’s stressHigh
- Emergency assistance
- Nearby mechanics
- Live status
- Transparent pricing
Invite exploration — there’s time for it.
For planned servicing, preventive maintenance, genuine spare parts, and workshop discovery. This journey encourages exploration because the user’s mindset is completely different.
Rider’s stressLow
- Planned servicing
- Preventive maintenance
- Genuine parts
- Workshop discovery
The product didn’t change. The user’s intent did.
One decision changed everything
the best ux decision wasn’t adding a feature. it was removing five.
Initially, the homepage looked like a typical marketplace — categories, popular services, featured mechanics, promotions. Everything users would expect. But something felt wrong.
Imagine standing on the side of a highway with a punctured tyre.
- Would you scroll through promotional banners?
- Would you browse categories?
- Probably not.
So we removed everything that wasn’t immediately useful. Instead of asking users to navigate the product, the product immediately responded to why they opened it.
Categories
Popular services
Featured mechanics
Fix my vehicle
Removed
0/5
Tap to strip the marketplace down to what a stranded rider needs.
Sometimes the best UX decision isn’t adding another feature. It’s removing five.
Building trust into every interaction
finding help is half the problem. trusting it is the other half.
Rather than relying solely on ratings, the experience emphasized signals that matter during emergencies.
Every interaction answered one question: “Can I trust what’s about to happen?”
The help-now journey
from stranded to sorted.
1How should we help?
2Where are you?
3What’s needed?
4Review before you pay
5Booked
6Help is on the way
7Track every step
Drag to follow the journey →
Beyond roadside assistance
not one breakdown. the whole ownership journey.
Emergency support became the emotional core of the experience, but MotoX was always envisioned as something bigger — a connected ecosystem for everything that comes after the first rescue.
Book maintenance services
Pick your services, drop at a workshop or get picked up, choose a time.
Purchase genuine spare parts
Helmets, gear and parts — with prices, ratings and reviews.
Track service history
Every bike, its details and its past bookings in one place.
Discover trusted workshops
Nearby workshops on a map, with distance.
Build long-term relationships
Reward points that give riders a reason to come back.
Instead of solving a single breakdown, the platform aimed to support the entire ownership journey.
What I learned
context matters more than features.
Designing for urgency is fundamentally different from designing for convenience. The same user behaves differently depending on the situation they’re in. Recognizing that shift turned MotoX from a conventional service marketplace into a product that feels responsive, empathetic, and purpose-built for the moments that matter most.
Designing for urgency
- Choices
- One
- Browsing
- Removed
- Tone
- Reassuring
- Success
- Help arrives
Designing for convenience
- Choices
- Many
- Browsing
- Encouraged
- Tone
- Inviting
- Success
- Rider comes back
If I had another sprint…
Concept · not shipped
Predictive rider support.
Imagine the app recognizing recurring maintenance patterns based on mileage and service history, then proactively reminding riders before a breakdown occurs.
01,0002,0003,000 km
MotoXnow
All good
Your Honda 125 is running well. Next oil change in about 900 km.
The goal wouldn’t be to make roadside assistance faster. It would be to make it unnecessary.
Designer’s note
I’m intentionally not filling this case study with screens like Login, Profile, Settings, or Order History. Those are expected in almost every app.
Instead, I’m highlighting the one idea I want you to remember: I redesigned the experience around the rider’s state of mind — not around the list of features.
— Sarim
Design for the moment,MotoX Services · Sarim Naeem
not the menu.
Sarim NaeemLead Product Designer · MotoX Services Case Study
Let’s design, build and ship something useful together.
