Brainstem Health
Revamped an Web3 wearable startup’s site into a story-driven funnel that built trust for individuals, clinicians, and researchers
Timeline
Jul - Aug 2024
Tools & Services
Figma, Midjourney, Photoshop, Notion
Result:
Members
Adam Sun, Francisco Vernadez
Brainstem Digital Health is an emerging istartup in the digital health space, building a platform that blends wearable technology, AI, and Web3 infrastructure to support preventive care and personalized wellness. At the heart of their offering is Reflex — a cutting-edge wearable that tracks heart rhythm, autonomic nervous system activity, and biofeedback in real time, with the goal of empowering users to take control of their health.
Initial observation
A brilliant product, trapped in an underwhelming shell
When Brainstem approached us, they had a bold mission and an impressive pipeline — but their existing website didn’t reflect the sophistication, credibility, or clarity needed to support their growth. Their goal was to create a platform that:
1.
Elevate the visuals to match the caliber of their scientific and technological work.
2.
Unify the brand voice and communication strategy across pages, platforms, and social campaigns.
3.
Increase conversions by clearly communicating the benefits of Reflex and guiding users to sign up for the waitlist or purchase the wearable.
4.
Use high-impact imagery and intuitive design to capture and hold attention, while supporting deep engagement with their educational content.
In a Crowded Health-Tech Landscape,
What makes us stands out?
We began with a deep dive into the competitive landscape. Two key inspirations stood out:
Clore.ai showcased how a health-tech brand could feel futuristic without becoming cold.
Their use of animated gradients, dark-mode palettes, and sleek typography gave a polished but inviting feel.
Anyone.io offered a contrasting reference
Human-first storytelling and stripped-back, minimalistic UX that let content and personality shine.
From this, I realized Brainstem design needed to bridge both worlds: express the technical sophistication of their wearable and AI platform, while also feeling personal, approachable, and empowering. This duality—science and soul—became the core of my design philosophy.
The User Journey
I kicked off by mapping the core user journey by asking questions like: What would someone curious about Reflex need to see, feel, and understand to join the waitlist? What would convince a healthcare professional to take it seriously? What content paths could lead to purchase, and what role would blog posts and social proof play?
Through several interviews, we found 3 archetypes including: an anxious student, a white-collar worker & a first-time traveller.
Building the solution
In the process of redesigning the website, I uncovered the visual language that best captured Brainstem’s identity—clinical but calming, advanced but human. I leaned into a dark-mode palette accented with electric teal and blue to signal vitality and innovation. Inspired by Reflex’s biometric focus, I incorporated subtle patterns based on waveforms and scans to create visual continuity between the brand’s interface and its core health technology. The result was a system that felt precise yet personal.
Design tokens
Gathering insights
I conducted usability testing with target users to observe how they navigated the original site and where confusion or drop-off occurred. Their feedback helped me identify pain points in messaging, layout, and CTA visibility, which directly informed my design decisions.
Delivering the solutions
The pages became a narrative journey — from macro (the future of health) to micro (what Reflex can do for you), ending with a crystal-clear CTA to join the waitlist or explore the R&D wearable.
Assessing the redesign
After running a quick remote phone interview + post-survey with 10 participants from diverse backgrounds, these were the results I collected:
Making health-tech approachable
Additionally, to serve Brainstem’s social platforms - including its Twitter followers base of 50k - I used Midjourney to generate illustrations and campaign imagery, crafting and experimenting with prompts that emphasized the core themes of health tech, biofeedback, and mind-body balance. Once I had a strong batch of images, I brought them into Photoshop to fine-tune the palette to match its black & teal identity.
Differentiation through storytelling
Working on Brainstem taught me that when you're designing for something truly innovative, like Web3 health tech, you can’t rely on familiar patterns. You have to build a narrative from scratch, guiding users through unfamiliar ideas with clarity, warmth, and purpose. I learned how to turn abstract concepts into something people can instantly connect with.
Testing as the design advocate
Conducting usability testing, even informally, gave me invaluable insights. I watched people hesitate, misunderstand, and finally connect—all of which directly shaped the redesign. Seeing those changes reflected in higher clarity and conversion helped me advocate for my design decisions with confidence.
Startup moves fast, and so is its design
This project reminded me just how fast-paced startup environments can be. I had to make quick decisions, balance competing needs, and keep the bigger vision in mind while iterating fast. Having a strong foundation—visual direction, content strategy, and clear priorities—made it possible to move quickly without sacrificing quality.
