Opticlose app and brand identity

Always call the right lead

Opticlose was a sales acceleration tool that used regression analysis to predict the best prospect for a salesperson to engage with at the current moment. Initially targeted at telesales, it used a bidirectional sync with Salesforce to harvest realtime data for regressions and then present a streamlined UI for recording call outcomes. This “fed two birds with one scone” by solving the twin problems of not knowing who to call and Salesforce being hard to learn and use all day. I made a punchy brand to stand out in the ubiquitously bland universe of sales enablement tools, since word of mouth and user trials were key marketing channels for us. I was responsible for brand, design, front end coding, and engineering management and roadmap. I also did embedded research with customers and their users, presentations to investors, and coded a working prototype in AngularJS which we transitioned into our live alpha product.

Racket 1.0 iOS app

Every team is a remote team

Inspired by the rising popularity of airpods, my partner and I were funded to do a startup called Racket to imagine how hybrid teams could communicate with always-on audio. The idea was to make conversations effortless – with all the spontaneity and serendipity of working in the same space. The solution was to extend the current mode of remote collaboration, messaging, with audio – imagine Slack but if it was multi-modal – long before Slack huddles was launched (and with a better UX). Racket let you listen and talk in text conversations and have synchronous audio conversations in a channel that others could read or listen to later. Seamlessly move between text and voice to fit your context and benefit from the strengths of both asynchronous and synchronous communication. We designed and built out authentication, onboarding, invites, user management, channels, audio playback, audio emoji, and an admin console. Racket was built on WebRTC architecture, and featured multichannel recording for speaker isolation and transcription, smart muting for team members in the same room and a bunch of other novel features. As one of two founders I compiled a massive competitive analysis, designed and specified all the product features, ran QA, and wrote the patent.

Racket 3.0 iOS/Mac apps and brand identity

Lemon, lime, mango and papaya

A pivot for Racket toward productivity, 3.0 was a collaborative canvas and audio communication platform on Mac Desktop and iPhone. In addition to updating existing Racket features, we added synchronization and collaborative collision rules for the canvas, and I contributed hands-on UI design directly in Swift for a number of elements. I gave it a brand design that embodies collaboration through the progression of color and repetition of layers, creates a language of bold simple shapes, evokes the product name with a subtle letter R, and incidentally looks like delicious fruit. A fun and inviting brand that could appeal to both business and consumer users, with key deliverables of an app icon, app store presentation, and desktop/mobile website that mimicked the product UI.