McCulley Optix Gallery. All photos courtesy of Dr. Melissa McCulley.
Three changes that helped me turn a standard exam into a truly personalized experience
By Melissa McCulley, OD
May 28, 2026
When I graduated from optometry school, I couldn’t wait to move to the big midwestern city of Minneapolis from my hometown of Fargo, North Dakota. I spent four years working in a high-volume university setting, fitting what we called “large diameter RGPs”—an early version of scleral lenses. It was meaningful work, but something always felt incomplete.
There was no optical in the ophthalmology department, so after writing a glasses prescription, I’d watch patients walk out the door, never seeing the result of their eyewear purchases. It always felt like I was only doing half the process—and missing the most rewarding part.
In 2006, I came back to Fargo and opened McCulley Optix Gallery with a very clear vision: I wanted a space where clinical care and optical lived together seamlessly. A place where I could be part of the entire patient journey, from refraction all the way through the frame and lens selection.
Now, as we celebrate 20 years, I’ve been reflecting on a few key changes that really transformed our practice into what it is today.
ADDRESSING THE SYMPTOMS PATIENTS THOUGHT THEY HAD TO LIVE WITH
For the first 17 years of my business, we practiced out of a small strip-mall location. Finally, three years ago, we moved into an expansive location which gave us room to make practice improvements. One of the most impactful additions has been adding Neurolens.
Since bringing it in, Neurolens has completely changed how we help patients who were previously falling through the cracks—especially those dealing with headaches, neck pain and digital eye strain. In a growing community like Fargo, where many patients of my patients spend long days on screens, this has been huge.
I hear life-changing testimonials every week. Teens who can finally get through schoolwork comfortably. Professionals who aren’t going home exhausted from excessive screen time.
Clinically, I’ve also seen a noticeable drop in progressive non-adapts. In my experience, many of those struggles come down to misalignment. When we can address that, everything—from comfort to clarity—just works better.
CURATED STYLING THAT SIMPLIFIES THE CHOICES
One of our most popular changes actually started out of necessity during COVID: pre-curated frame trays for every patient.
Each morning, our team reviews the schedule and pulls a selection of frames for every patient ahead of time. We base frame trays on each patient’s history, style and what we know will fit them well, so their tray is ready as they leave the exam room.
This has changed the game.
Too many frame choices can feel overwhelming, so this approach makes the process easier and more enjoyable. We build each tray with intention—different fits, materials, and styles—so patients still have variety without the stress.
And we always include one “wildcard,” something they’d probably never pick on their own. Funny enough, that’s often the one they end up loving most.
We’ve also designed our optical with open glass shelving instead of traditional frame boards, which helps create a more elevated, boutique feel. And I personally walk patients from the exam room into the optical, handing things off to my opticians and repeating the eyewear plan again to the patient.
It reinforces that we’re one team and that this isn’t just about glasses. It’s about helping someone see clearly and feel good wearing their glasses.
DIGITAL PRECISION IN EVERY EYEWEAR EXPERIENCE
We’ve also invested in the Shamir Spark Mi Up digital measuring system, and it has completely changed our workflow for both our team and our patients.
We use it for all eyewear orders. It takes the guesswork and variability out of measurements, which is a huge win for consistency. But just as importantly, it helps patients understand the value of what we do.
When patients see us using digital technology to capture their measurements, it clicks: There’s so much more to great eyewear than just a prescription or PD. It reinforces that what they’re getting here is precise, customized and worth it.
BRINGING IT ALL FULL CIRCLE
Over time, I’ve realized that a big part of my role is giving patients permission to expect more for themselves. A lot of people walk in thinking glasses are something they “have to have,” just one basic pair to get by. We work hard to shift that mindset.
We show patients they don’t have to settle—they can enjoy eyewear that feels good, functions beautifully and reflects who they are.
For me, the most rewarding part, 20 years in, is still seeing patients out in the community wearing something they absolutely love from our optical. That’s the full circle moment.
And that’s why I built this practice the way I did.
Read more on patient engagement here.
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Melissa McCulley, OD, is the owner of McCulley Optix Gallery in Fargo, North Dakota. To contact her: drmcculley@optixgallery.com |
