A copilot for media buyers who already have a rules engine.
TheOptimizer PaperClicks 2025
TheOptimizer automates ad campaigns for performance marketers, affiliates and agencies. I designed its conversational copilot and the mascot that gives it a face, and moved the marketing site from WordPress to Webflow so the team can publish on its own.
- Role
- Product designer
- Year
- 2025
- Platform
- Web app, website
- Tools
- Figma, Webflow
The copilot
Next to the rules, not instead of them. The copilot sits beside the rules engine media buyers already use, instead of asking them to learn a second one.
Conversation. Ask for a campaign change in plain language and review it before anything runs.
The new copilot
From a panel to a pill. The new way in is one small "Ask Optimizer" pill. Press ⌘K, type a question, and the copilot gets to work.
A face for the AI. A small mascot lives in the pill. It shows what the AI is doing, from thinking to done.
Two versions, built in code. I made two mascots and built both, so we could judge them moving, not as still pictures. Click a pill below to try it.
Version A
Pixel robot
A hexagon robot drawn pixel by pixel, with arms and legs. It waves, jumps and watches you type.
Open full screenVersion B Winner
Glass gradient
A soft glass hexagon in the colours of the logo, with two eyes. It blinks, looks around and hops when a task is done.
Open full screenWhy the glass one won. It uses the colours of the logo, so it looks like TheOptimizer at first sight. It stays clear at small sizes, and its calm motion suits a tool that spends real ad money.
The launch. The glass mascot also stars in the launch video at the top of this page.
The website
Off WordPress. A full migration onto Webflow for a platform serving performance marketers, affiliates and agencies.
Runs on CMS. Everything editorial lives in CMS collections, so the marketing team ships without me.
