Co-founder 2025–2026
Building Optlie
Overview
Optlie is a brand that I co-founded for just under a year. In addition to branding I focused on UI, customer experience, partnerships, sales, pitches, and product iteration. Optlie was targeting Physical Therapy clinics as a third party appointment scheduler so we needed to communicate professionalism and minimalism in the design.
Branding
I wanted a logo that pulled from elements of a clock, schedule, and the visual of dominoes. After many iterations, the logo was born. I chose a palette of oranges/yellows + blue with an off-black base color. Optlie was built to make patients' lives easier and the orange + yellow mix felt aligned with that goal. We focused on a very 'clean slate' feeling pulling most of our styling components from the ShadCN component library.
UI / UX
Most of my time and energy in Optlie went towards smoothing out the patient experience over and over. The aspect that set us apart from our competitors the most was the ease of our rescheduling process. The average time for a patient to reschedule without us was 2–10 hours (restricted to phone calls, voicemails, and confusing online websites). We cut this down to 1.5 minutes through our in-text rescheduling capabilities. I love the magic that happens when customer experience is prioritized. It truly sets your company apart.
Another major chunk of my attention was dedicated to our availability form. Although through iteration we ended up scrapping this aspect of the patient experience, the time and effort we put into polishing this was extraordinary. 'Remove friction' and 'no vacuum decisions' were our constant tag lines as we worked to perfect the patient's experience based on constant feedback and data.
Landing Page
We wanted our landing page to reflect the simplicity of our product while educating the customer on the difference we offered. We wanted to emphasize the ease of an interested customer making an inbound demo. Our product was uniquely similar while simultaneously completely different from what had ever been done before. Making this clear was such a fun challenge to tackle on our marketing page. You can check the full website out at optlie.com :)
Pitch Deck
Alongside our pitches I worked on honing my skills in both warm/cold pitch decks. With simplicity as a focus, we learned how to communicate our mission and innovation in just 1–2 minutes. I found an immense amount of insights into the power and tactic of communication. It was a unique challenge that I enjoyed more than expected.
