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Double Finance



Founding Product Designer
Double Finance

Website
double.finance
Service
Product, UX, Design System, Mobile, Web

Area
Consumer  ·  B2C  ·  Fintech




About

Double is creating a smarter brokerage account for retail investors, blending the best aspects of active and passive investing.



I was hired as the first in-house designer and joined the startup before they secured their $3M Series A funding.
Initially, I worked as a contractor for three months before I’ve transitioned myself from O-1 visa depended visa to EB-1.




Problem

Since it’s an early-stage startup, Double had only one global problem that I was hired to solve—making the investment tool much more easier for users to understand.





Sub Problems


  1. Develop a comprehensive design system that seamlessly integrates across the entire platform.
  2. Refine the UX to simplify complex interactions and enhance usability.
  3. Design a responsive mobile experience for seamless accessibility.
  4. Craft compelling marketing materials to elevate the startup's presence on social media.




That’s how Double looked when I’ve joined and started working in January, 2024.
Simulation Overview

Strategy Customization

Activity

Deposit Money



My initial plan was to create and implement the most essential features the platform needed. However, as a side hustle, I also started working on small adjustments and improvements that would provide long-term benefits.
The platform's look and feel should remain consistent throughout, creating a seamless, cohesive experience. It should feel like a unified system, not a collection of disconnected elements that evolved out of necessity.

There’s no mobile version, and essential features like Settings and Notifications are missing—both of which are standard and crucial for any product.



Design system

From Chaos to clarity


With limited resources, I gradually started working on the design system while simultaneously handling new feature requests.

My primary focus was on these new features—let’s say about 75%—while building the design system in parallel. The new system needed to be more flexible and seamlessly integrated into our design language.



Systems aren’t built overnight—they require continuous testing, iteration, and refinement. Every system evolves through multiple updates and improvements, demanding careful attention from designers to ensure it remains effective, intuitive, and user-friendly.


See the Double’s Design System



Refine UX

Thousands of iteractions


After our first beta launch we received a lot of feedbac kfrom ral users, investors and partners. Some way we did that - doesn’t work for most of the people, some of users don’t udnerstand how to use our platform. They were struggle to understand what to do after signing up, making it a bit complicated to get started, for us that’s mean loss. Our primary goal is to encourage users to deposit funds and start trading. 


How can we achieve this?

Create a clear, step-by-step onboarding experience that guides users through the process:

  1. Choose a strategy – Select a trading approach that suits their investment goals.
  2. Allocate funds – Assign assets to the chosen strategy.
  3. Deposit money – Complete the funding process, which is crucial for our startup (that’s how we are survining), so ths moment should be our priority number one, but smooth as possible, of course.



This structured flow ensures users know exactly what to do, reducing friction and increasing engagement.


Strategy card


The strategy preview should be clear, informative, and instantly valuable to users. Since we are new to this industry, it's crucial to present key information at a glance, ensuring users get what they need immediately.

We should include essential details such as risk level, minimum investment, top sectors, top holdings, expected returns, and a brief description.

Additionally, it should be clear that more in-depth information is available by clicking on "Details."


Strategies


Problem
The main getaway here is:

  • Headers of the categories are way too small
  • Naming of the strategies in the card are different, they are hard to fit properly into card, it jumps
  • Everything is a little bit mess, hard to navigate
  • Very hard to distinguish one sector from another
Solution
How to avoid previous problem and make it more cleaner for the users that is browsing for the first time?

  • Updated cards, now they are looks much more clean with bigger image and clean name on the top.
  • Applied background to the sections to make it more visible, also added extra padding for the category headers
  • Removed horizontal scroll, now all cards fit into container




Smooth Pusher to Sign Up
We want a welcoming approach, avoiding aggressive tactics like intrusive modals or blockers. 

Instead, we gently remind users that signing up unlocks more features and a better experience. To achieve this, I introduced a subtle sliding block that appears as users scroll down—providing a seamless nudge without disrupting their journey. 

Plus, they can easily dismiss it anytime.

Emails
It's essential to reassure users that everything is running smoothly and keep them informed at every step. 

That’s why we send helpful email notifications by default—such as confirming a bank account addition or reminding them to upload necessary documents during tax season.

Of course, users can always disable these notifications in settings, but our goal is to enhance their experience with timely and relevant updates.


Details

Making Perfect Product


Every detail counts. Each element should be pixel-perfect and function as seamlessly as it looks—because great products are built through constant refinement and improvement.


Research
Users can explore strategies using a wide range of filters, run backtests, create collections, save presets, and bulk select. There are two distinct filtering modes—Select Mode and Filter Mode—each offering a unique experience tailored to different user needs.Ask Double
Allowing users to type a prompt, explore AI-generated results, and easily add them to their strategy or collection to invest.Trade Optimizer
Enables users to customize and set up their trading preferences for a more personalized investing experience.Re-Screen
Automatically re-analyzes stocks and updates your strategy by adjusting stock pairs based on the latest market data and your set criteria.