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Berry Street Founding Product Designer

Building a Telehealth Platform

Berry Street is a nutrition platform that unites patients, registered dietitians, and insurers. Patients get insurance-covered dietitian care, providers gain streamlined tools, and insurers lower costs via healthier members.

Founding Designer AI Product Design UX Design Product Strategy User Research
Berry Street - Insurance covered dietitian care

The Starting Point

I joined Berry Street as the first product designer. When I arrived, the entire product was running on 3rd party tools and no-code solutions — cobbled together software that created friction for both patients and dietitians.

I worked closely with my PM and the cofounders to decide which software we should build in-house.

My Responsibilities

  • UX/UI Design
  • UX Copywriting
  • Visual Design
  • Product Strategy
  • User Research

Challenges

  • Small team
  • Shifting objectives
  • High turnover

Design System Foundation

I worked with engineering to define a tight set of styles and colors and establish naming conventions. This served as the foundation of our design system, enabling faster development and consistency across all products.

Project 1: Patient App

The Problem

Patients had no place to interact with Berry Street outside of appointments. This was killing retention — once an appointment ended, patients disappeared until (maybe) the next one.

My Approach

  • Proposed the app as a solution for our poor patient retention issues
  • Led research effort — talked to patients and dietitians to define the MVP feature set
  • Created prototypes to validate concepts before building

The Solution

A mobile app featuring food journaling, appointment scheduling, dietitian communication, and progress tracking.

Food Journal Daily View
Food Journal Entry
Journaling Streak
Impact: The food journal app drove patient engagement and retention, becoming a core differentiator.

Project 2: Practice Insights Dashboard

The Problem

After talking with dietitians, I realized they had no way to understand if they were doing well in their job. No metrics, no feedback, no visibility into their performance.

My Approach

  • Proposed the dashboard as a way to drive provider behavior
  • Worked with clinical and ops teams to define which metrics to display
  • Created all the charts with Metabase and SQL myself

The Solution

A dashboard showing performance breakdown, weekly progress, growth opportunities, and actionable tips.

4x "Patients are 4x more likely to schedule a follow-up when they hear from you!"

Growth opportunities surfaced tips like "Follow up with your patients", "Market your practice", and "Expand your availability" — with data to back up why each mattered.

Practice Insights Dashboard
Practice Insights Dashboard showing performance metrics and growth opportunities

Project 3: AI-Powered Post-Appointment Tools

The Problem

Dietitians were spending hours per day on activities like note taking, documentation, and meal plan creation outside of appointments. This was unsustainable.

My Approach

  • Wrote all the prompts and benchmarked different AI models
  • Formed a focus group of dietitian experts as an advising board
  • Collaborated with engineering to ship features fast

AI Charting Notes

Our AI-powered notetaker filled in all required fields automatically from appointment transcripts. Notes saved to patient records and faxed to referring providers.

Patient Follow-Up Generator

AI-generated follow-up emails based on appointment transcripts. Includes attachments, meal plans, and personalized recommendations.

Meal Plan Generator

"Generate a weekly meal plan for your client in seconds." Dietitians input instructions, restrictions, calories, macros, allergies, and preferences — AI generates a complete weekly plan.

1+ hour Saved daily per dietitian

Additional Impact

Patient Retention ↑ Improved
Booking Conversion ↑ Optimized
Customer Acquisition Cost ↓ Lowered

Optimized the patient booking flow with features that improved conversion and lowered CAC.

Key Takeaways

  • Founding designer = wear all hats — From user research to SQL dashboards to AI prompts
  • Talk to users constantly — Patients and providers had completely different (sometimes conflicting) needs
  • AI augments, doesn't replace — The best AI tools kept dietitians in control while automating the tedious parts
  • Data drives behavior — Making performance visible changed how providers worked