Reimagining Emergency Care Through Everyday Wearables

Phital

COMPANY

AKP - Phi Class

ROLE

Marketing Strategist

EXPERTISE

Design/Content

YEAR

2025

Overview

For this startup-focused design challenge, I collaborated with a cross-functional team to launch Phital, a wearable health tech wristband that stores critical medical info for emergencies. The product was inspired by real-life conditions like POTS, where delays in care can be dangerous without immediate context. As the UX and marketing designer, I helped visualize the brand across digital, physical, and storytelling touchpoints, developing a 3D product render, high-fidelity website, and SEO-informed pitch assets for investor and user engagement.

Timeline

February 2025 - March 2025

Background

Emergency response is often delayed or compromised by missing patient data. Phital addresses this by embedding an NFC chip into a comfortable, durable wristband, instantly readable by first responders. Our team built the product from scratch: materials, chip tech, branding, and web presence. My role focused on creating a visual identity and communicating urgency, trust, and accessibility through UX and content design.

Marketing Strategy

As part of Phital’s marketing team, I contributed to the product’s positioning and public presence by working across strategy, SEO, and visual execution.

My Work

📊 Competitive Analysis

Audited wearable and medical ID brands to identify messaging gaps and position Phital as a modern, subtle, low-friction alternative.

🧠 Content Strategy

Shaped web copy and pitch deck messaging to balance urgency (emergency use) with approachability (daily wear), boosting clarity across touchpoints.

🔍 SEO Research

Identified high-intent keywords around emergency health, NFC wearables, and caregiver tools, optimized metadata and site flow to support search visibility.

📣 Paid Ad Support

Designed visuals for Facebook and YouTube campaigns, aligning creative with user segments and health-related search behavior.

👥 Audience Personas

Defined primary (patients, caregivers) and secondary (urban adults 35 - 45) target groups; adapted tone and visual messaging for each.

Emotionally Sterile (Notion, GoodNotes)

While powerful, these platforms feel too work-oriented or utilitarian for personal reflection, lacking warmth or emotional connection.

Text-Centric Limitations (Day One, Notion)

Most platforms prioritize written entries, making it hard to express thoughts through multimedia like audio, video, or collaged visuals.

Limited Personalization

Users often want a journaling space that feels “theirs”, with mood, music, and self-expression at the core, which many competitors lack.

3D Visualization

I created a fully rendered 3D model of the Phital wristband using Blender, taking inspiration from Whoop’s minimalist band aesthetic. The goal was to showcase a wearable that is not only functional and secure, but emotionally reassuring, designed to be worn daily without stigma.

3D Render implemented

🌐 Website Product Section

Used to visually anchor the product’s credibility, materials, and ease of use without needing lengthy explanation.

📣 Digital Ad Concepts

Integrated into Facebook and YouTube mockups to convey the product in action, especially for mood-based, mobile-first storytelling.

📊 Pitch Slides for Fundraising

Helped communicate functionality and design integrity to investors through sleek, professional visuals that made the concept real.

Emotionally Sterile (Notion, GoodNotes)

While powerful, these platforms feel too work-oriented or utilitarian for personal reflection, lacking warmth or emotional connection.

Text-Centric Limitations (Day One, Notion)

Most platforms prioritize written entries, making it hard to express thoughts through multimedia like audio, video, or collaged visuals.

Limited Personalization

Users often want a journaling space that feels “theirs”, with mood, music, and self-expression at the core, which many competitors lack.

Web Design

I designed and built Phital’s website using Wix, creating a platform that clearly communicated the product’s purpose, safety benefits, and emotional value. The goal was to make the site intuitive under pressure, whether someone is a caregiver, a curious user, or a potential investor. Every page was crafted with clarity, searchability, and accessibility in mind.

Website Demo

User Experience Highlights

🌐 Informational & E-Commerce Integration

The website combines educational content about Phital's NFC wristband with a seamless shopping experience, allowing users to learn about the product and make purchases directly through the site.

🔐 User Profile Access

Users can log in to view and manage their personal medical profiles, ensuring that their critical health information is up-to-date and easily accessible when needed.

📱 Responsive & Accessible Design

The site is optimized for various devices and screen sizes, ensuring accessibility and a consistent user experience across desktops, tablets, and smartphones.

Before

Impact

My work on Phital blended UX design, branding, marketing strategy, and storytelling, all rooted in creating clarity, trust, and purpose-driven design for real-world use.

📈 Built an Investor-Ready Brand

Helped design the visual identity, product assets, and web experience used in a mock investment pitch seeking $100K+ in early-stage funding. My work supported brand clarity, investor trust, and cross-channel presentation polish.

🔍 Designed with SEO Intent

Researched high-intent keywords around health wearables and emergency care. Structured headings, copy, and metadata to mirror best practices in search-optimized product storytelling.

📣 Created Ad-Ready Visuals

Developed branded content for Facebook and YouTube retargeting mockups, connecting persona insights to scroll-stopping creative that feels real-world ready.

🧩 Cross-Functional Execution

Worked with strategy, product, and marketing teammates to ensure a cohesive user experience—one that translated clearly across the site, ad funnels, and investor slides.

Reflection

Phital wasn’t just about building a product, it was about addressing a real gap in healthcare access. We set out to solve a problem that often goes unseen: the lack of medical information in emergencies, especially for people with chronic conditions. That challenge pushed me to think beyond aesthetics and into the deeper role design can play in moments that matter. I learned how to blend content strategy, SEO, and user experience to create something that felt thoughtful, grounded, and useful. Every detail, from how we framed the product on the homepage to how we structured metadata and ad visuals, was part of building a system that informed, reassured, and resonated. It reminded me that good design isn’t just about how something looks, it’s about how clearly it communicates, how well it functions, and how deeply it understands the people it's built for.