Faster hires, better decisions, and a conversion rate that doubled in two weeks.
Double Nickel could manage the entire CDL hiring pipeline in one place. Applicants were still dropping off before they got past the first form. We rebuilt what stood between them and a completed application, and conversion doubled in two weeks.
Branding
Product
Website
Graphic Design
Faster hires, better decisions, and a conversion rate that doubled in two weeks.
Double Nickel could manage the entire CDL hiring pipeline in one place. Applicants were still dropping off before they got past the first form. We rebuilt what stood between them and a completed application, and conversion doubled in two weeks.
Branding
Product
Website
Graphic Design
Faster hires, better decisions, and a conversion rate that doubled in two weeks.
Double Nickel could manage the entire CDL hiring pipeline in one place. Applicants were still dropping off before they got past the first form. We rebuilt what stood between them and a completed application, and conversion doubled in two weeks.
Branding
Graphic Design
Product
Website
INDUSTRY
Recruitment
YEAR OF ENGAGEMENT
2024
HEADQUARTERS
USA
IMPACT
2× CR
From 14.7% → 26.9% in 2 weeks
50%
Reduced friction
INDUSTRY
Recruitment
YEAR OF ENGAGEMENT
2024
HEADQUARTERS
USA
IMPACT
2× CR
From 14.7% → 26.9% in 2 weeks
50%
Reduced friction
INDUSTRY
Recruitment
YEAR OF ENGAGEMENT
2024
HEADQUARTERS
USA
IMPACT
2× CR
From 14.7% → 26.9% in 2 weeks
50%
Reduced friction
OVERVIEW
Double Nickel is a recruitment platform built for trucking companies to hire qualified CDL drivers. It handles job postings, applicant tracking, onboarding, and DOT compliance in one place.
OVERVIEW
Double Nickel is a recruitment platform built for trucking companies to hire qualified CDL drivers. It handles job postings, applicant tracking, onboarding, and DOT compliance in one place.
OVERVIEW
Double Nickel is a recruitment platform built for trucking companies to hire qualified CDL drivers. It handles job postings, applicant tracking, onboarding, and DOT compliance in one place.
WHAT WE DID
01
Product clarity that turned browsers into applicants.
02
Built a brand that earned trust before the first form field.
03
Faster hiring decisions from day one.
04
AI adoption that changed how recruiters work.
WHAT WE DID
01
Product clarity that turned browsers into applicants.
02
Built a brand that earned trust before the first form field.
03
Faster hiring decisions from day one.
04
AI adoption that changed how recruiters work.
WHAT WE DID
01
Product clarity that turned browsers into applicants.
02
Built a brand that earned trust before the first form field.
03
Faster hiring decisions from day one.
04
AI adoption that changed how recruiters work.
01
Product Usability
Product clarity that turned browsers into applicants.
CDL drivers were leaving at the same point every time. Hotjar showed why: the application asked for too much too soon, before giving applicants any reason to keep going. We restructured the application around progressive commitment. The heavier requirements moved to later in the flow, after drivers were already invested in finishing. Conversion went from 14.7% to 26.9% in two weeks. Drivers who used to quit halfway through were making it to the offer.
01
Product Usability
Product clarity that turned browsers into applicants.
CDL drivers were leaving at the same point every time. Hotjar showed why: the application asked for too much too soon, before giving applicants any reason to keep going. We restructured the application around progressive commitment. The heavier requirements moved to later in the flow, after drivers were already invested in finishing. Conversion went from 14.7% to 26.9% in two weeks. Drivers who used to quit halfway through were making it to the offer.
01
Product Usability
Product clarity that turned browsers into applicants.
CDL drivers were leaving at the same point every time. Hotjar showed why: the application asked for too much too soon, before giving applicants any reason to keep going. We restructured the application around progressive commitment. The heavier requirements moved to later in the flow, after drivers were already invested in finishing. Conversion went from 14.7% to 26.9% in two weeks. Drivers who used to quit halfway through were making it to the offer.
Pain points
The drop-off in applications was the most visible problem. It wasn’t the only one.
Recruiters were navigating around the product to get their work done. The AI features meant to speed up candidate qualification were being skipped because nothing made their value obvious. And the workflows for tracking applicants had too many steps between the information recruiters needed and the decisions they had to make.
02
Brand & Trust
Built a brand that earned trust before the first form field.
CDL drivers filling out Double Nickel's application were sharing license numbers, employment records, and personal details with a brand they had no reason to trust yet. The platform was capable. It didn't look it. We rebuilt the brand to match what was already inside the product. The identity and tone were realigned around one goal: making a CDL driver trust what they were looking at before they started typing. Drivers who hesitated at the start were moving through the application. The brand started earning trust before the first field was filled.
02
Brand & Trust
Built a brand that earned trust before the first form field.
CDL drivers filling out Double Nickel's application were sharing license numbers, employment records, and personal details with a brand they had no reason to trust yet. The platform was capable. It didn't look it. We rebuilt the brand to match what was already inside the product. The identity and tone were realigned around one goal: making a CDL driver trust what they were looking at before they started typing. Drivers who hesitated at the start were moving through the application. The brand started earning trust before the first field was filled.
02
Brand & Trust
Built a brand that earned trust before the first form field.
CDL drivers filling out Double Nickel's application were sharing license numbers, employment records, and personal details with a brand they had no reason to trust yet. The platform was capable. It didn't look it. We rebuilt the brand to match what was already inside the product. The identity and tone were realigned around one goal: making a CDL driver trust what they were looking at before they started typing. Drivers who hesitated at the start were moving through the application. The brand started earning trust before the first field was filled.
Brand & Trust
Drivers clicking through from a job ad to Double Nickel's application were landing somewhere that looked like a different company. That gap between what they saw first and where they arrived was the moment most of them left. We extended the brand across every channel where a driver first encounters Double Nickel. The ad, the listing, and the application all looked like the same place. Fewer drivers bounced at the handoff. The trust built in the first impression carried through to the form.
Brand & Trust
Drivers clicking through from a job ad to Double Nickel's application were landing somewhere that looked like a different company. That gap between what they saw first and where they arrived was the moment most of them left. We extended the brand across every channel where a driver first encounters Double Nickel. The ad, the listing, and the application all looked like the same place. Fewer drivers bounced at the handoff. The trust built in the first impression carried through to the form.
Brand & Trust
Drivers clicking through from a job ad to Double Nickel's application were landing somewhere that looked like a different company. That gap between what they saw first and where they arrived was the moment most of them left. We extended the brand across every channel where a driver first encounters Double Nickel. The ad, the listing, and the application all looked like the same place. Fewer drivers bounced at the handoff. The trust built in the first impression carried through to the form.
03
PRODUCT DESIGN
Redesigned Core Workflows for Speed and Efficiency
We restructured key product flows to reduce friction and make complex processes easier to navigate. By redesigning tables, dashboards, and data views, we simplified information hierarchy and surfaced critical insights exactly when needed. Cleaner layouts, improved navigation, and focused interactions enabled users to move faster, make better decisions, and complete tasks with less effort.
03
PRODUCT DESIGN
Redesigned Core Workflows for Speed and Efficiency
We restructured key product flows to reduce friction and make complex processes easier to navigate. By redesigning tables, dashboards, and data views, we simplified information hierarchy and surfaced critical insights exactly when needed. Cleaner layouts, improved navigation, and focused interactions enabled users to move faster, make better decisions, and complete tasks with less effort.
03
PRODUCT DESIGN
Redesigned Core Workflows for Speed and Efficiency
We restructured key product flows to reduce friction and make complex processes easier to navigate. By redesigning tables, dashboards, and data views, we simplified information hierarchy and surfaced critical insights exactly when needed. Cleaner layouts, improved navigation, and focused interactions enabled users to move faster, make better decisions, and complete tasks with less effort.
Performance
Recruiters opening Double Nickel saw everything at once. Every applicant, every status, every pending action competing for the same space. The candidates who needed attention didn't stand out from the ones who didn't. We reorganized the dashboard around priority. The most urgent information surfaced first. Everything else stepped back. Recruiters knew exactly where to look when they opened the product. The dashboard started working at the pace the job demands.
Performance
Recruiters opening Double Nickel saw everything at once. Every applicant, every status, every pending action competing for the same space. The candidates who needed attention didn't stand out from the ones who didn't. We reorganized the dashboard around priority. The most urgent information surfaced first. Everything else stepped back. Recruiters knew exactly where to look when they opened the product. The dashboard started working at the pace the job demands.
Performance
Recruiters opening Double Nickel saw everything at once. Every applicant, every status, every pending action competing for the same space. The candidates who needed attention didn't stand out from the ones who didn't. We reorganized the dashboard around priority. The most urgent information surfaced first. Everything else stepped back. Recruiters knew exactly where to look when they opened the product. The dashboard started working at the pace the job demands.
04
AI EXPERIENCE
Simplifying AI to Drive Adoption and Value
Although AI was the product’s main differentiator, users struggled to understand and trust it. We redesigned the AI experience to feel intuitive, supportive, and seamlessly integrated into workflows not like a separate or overwhelming feature. Through clearer interactions, contextual guidance, and better visual communication, users were able to recognize AI’s value quickly, increasing adoption and confidence.
04
AI EXPERIENCE
Simplifying AI to Drive Adoption and Value
Although AI was the product’s main differentiator, users struggled to understand and trust it. We redesigned the AI experience to feel intuitive, supportive, and seamlessly integrated into workflows not like a separate or overwhelming feature. Through clearer interactions, contextual guidance, and better visual communication, users were able to recognize AI’s value quickly, increasing adoption and confidence.
04
AI EXPERIENCE
Simplifying AI to Drive Adoption and Value
Although AI was the product’s main differentiator, users struggled to understand and trust it. We redesigned the AI experience to feel intuitive, supportive, and seamlessly integrated into workflows not like a separate or overwhelming feature. Through clearer interactions, contextual guidance, and better visual communication, users were able to recognize AI’s value quickly, increasing adoption and confidence.
Product Usability
Even recruiters who started using Double Nickel's AI couldn't always tell if it had worked. Nothing confirmed when something was processing, nothing announced when it finished. That kind of uncertainty makes people stop reaching for a tool. We added motion and feedback signals throughout the AI workflows. Recruiters could see what was running, know when it was done, and act on results without wondering if anything had changed. Recruiters stopped second-guessing the AI. Seeing it work made it easier to trust, and trusting it made them faster.
Product Usability
Even recruiters who started using Double Nickel's AI couldn't always tell if it had worked. Nothing confirmed when something was processing, nothing announced when it finished. That kind of uncertainty makes people stop reaching for a tool. We added motion and feedback signals throughout the AI workflows. Recruiters could see what was running, know when it was done, and act on results without wondering if anything had changed. Recruiters stopped second-guessing the AI. Seeing it work made it easier to trust, and trusting it made them faster.
Product Usability
Even recruiters who started using Double Nickel's AI couldn't always tell if it had worked. Nothing confirmed when something was processing, nothing announced when it finished. That kind of uncertainty makes people stop reaching for a tool. We added motion and feedback signals throughout the AI workflows. Recruiters could see what was running, know when it was done, and act on results without wondering if anything had changed. Recruiters stopped second-guessing the AI. Seeing it work made it easier to trust, and trusting it made them faster.
Transforming Complexity into Clarity
By aligning product strategy, design, and branding around user needs, we transformed Double Nickel from a complex, underutilized platform into a clear, efficient, and high-performing product. The result is an experience that not only looks better — but works better — enabling users to move faster, trust the system, and fully realize the value of AI-driven workflows.
Transforming Complexity into Clarity
By aligning product strategy, design, and branding around user needs, we transformed Double Nickel from a complex, underutilized platform into a clear, efficient, and high-performing product. The result is an experience that not only looks better — but works better — enabling users to move faster, trust the system, and fully realize the value of AI-driven workflows.
Transforming Complexity into Clarity
By aligning product strategy, design, and branding around user needs, we transformed Double Nickel from a complex, underutilized platform into a clear, efficient, and high-performing product. The result is an experience that not only looks better — but works better — enabling users to move faster, trust the system, and fully realize the value of AI-driven workflows.
Elif Kinli, CTO @ Double Nickel
From the very start, the team brought the speed, quality, and attention to detail we needed to hit our aggressive development timelines—without compromising on delivering a user experience that stands out in our industry.
Elif Kinli, CTO @ Double Nickel
From the very start, the team brought the speed, quality, and attention to detail we needed to hit our aggressive development timelines—without compromising on delivering a user experience that stands out in our industry.
Elif Kinli, CTO @ Double Nickel
From the very start, the team brought the speed, quality, and attention to detail we needed to hit our aggressive development timelines—without compromising on delivering a user experience that stands out in our industry.
Making the right product decisions starts here
Making the right product decisions starts here
Reach product market fit and hypergrowth faster.
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
Point
Transforming a Vision into a Market-Ready Brand
A human-in-the-loop data intelligence platform that combines expert oversight with automation to build accurate, transparent, and auditable AI systems
22%
More Calls booked
50%
Shorter Time-to-market
Empowering freelancers with one seamless, borderless wallet.
Y Combinator-backed fintech enabling freelancers and businesses to receive and send money globally, including crypto.
2 months
Full Web + Product Rebrand
26%
Activation Rate
Point
Transforming a Vision into a Market-Ready Brand
A human-in-the-loop data intelligence platform that combines expert oversight with automation to build accurate, transparent, and auditable AI systems
22%
More Calls booked
50%
Shorter Time-to-market
Empowering freelancers with one seamless, borderless wallet.
Y Combinator-backed fintech enabling freelancers and businesses to receive and send money globally, including crypto.
2 months
Full Web + Product Rebrand
26%
Activation Rate
Point
Transforming a Vision into a Market-Ready Brand
A human-in-the-loop data intelligence platform that combines expert oversight with automation to build accurate, transparent, and auditable AI systems
22%
More Calls booked
50%
Shorter Time-to-market
Empowering freelancers with one seamless, borderless wallet.
Y Combinator-backed fintech enabling freelancers and businesses to receive and send money globally, including crypto.
2 months
Full Web + Product Rebrand
26%
Activation Rate