Berry Health is an online medical platform that connects patients in Ghana with qualified healthcare professionals for remote diagnosis, treatment plans and nationwide medication delivery. It is designed to reduce barriers to care and enable patients to receive personalised treatment without unnecessary clinic visits, long and costly travel, or social stigma. This is especially important for sensitive conditions such as sexual and mental health, where privacy and discretion can make the difference between seeking care or going without.

As an early-stage healthtech startup, Berry Health faced the challenge of building trust, credibility, and clinical rigour while moving at startup speed. The platform needed to balance medical safety, regulatory responsibility, and patient empathy — all while proving product-market fit and securing early investment.

The challenge was not just to design an app, but to design a healthcare service end-to-end.

Healthcare in Africa is a broken, heavily fragmented market catering to 1.34 billion people and plagued by:

• Inaccessibility

• Long wait times & high opportunity cost

• Expensive private healthcare

• Expensive prescription medication

• Fake drugs flooding the market

• Lack of access to medical records

• Cultural stigma

Ghana is experiencing a digital revolution that makes it a powerful entry market for Berry Health:

• 24.3 million unique smartphone internet subscribers

• 21 million active Mobile Money accounts

• $889 million in online sales during 2024

• Public policy push to drive digitisation

• Telehealth deregulation due to Covid-19

To meet these challenges and opportunities, we established a set of experience principles to guide decisions across the entire service. Rooted in the realities of healthcare access in Ghana, they balance clinical rigour with empathy and speed with safety, particularly for sensitive conditions like sexual and mental health. These principles shape how the product works, how care is delivered, and how trust is built as the platform scales.

Simple
Healthcare should be easy to understand and easy to use. Berry removes unnecessary steps, jargon, and complexity so patients can focus on getting care, not navigating a system.

Private
Patients can seek care without being seen or judged. Berry allows people to manage their health discreetly, especially for sensitive conditions, from the privacy of their own space.

Convenient
Care should fit into people’s lives, not disrupt them. Berry enables patients to access consultations and medication delivery wherever they are, on their own schedule.

Trustworthy
Patients need to feel safe acting on medical advice. Berry works only with qualified healthcare professionals and follows clear clinical standards so people can trust the care they receive.

Berry Health launched a fully integrated telehealth service:

End-to-end digital consultations
Patients share symptoms, consult licensed clinicians, and receive treatment plans online

AI-enhanced care pathways
Supporting clinicians with better context and personalisation

Medication fulfilment
Discreet delivery completing the care loop

Brand–product alignment
A consistent, trusted experience across product, marketing, and social channels

Business expansion
Alongside product delivery, design played a central role in shaping Berry’s business model, moving into chronic conditons and general health. new product and service offerings for weight loss, subscription offerings, and fundraising narrative.

$1.6M

in pre-seed funding raised

4.6/5

rating on Google reviews

50,000+

patients treated (and counting!)

Role

Product Design Director

Skills

Creative Direction, Product Design, Interaction Design, Information Architecture, Strategy, UX Research, Copywriting, Branding, Staff Leadership & Development

Team

Dr. Fredua Agyeman Akosa, Dr. Collins Appiah Agyekum, Chris Cooper, Lusiana Graham, Gaurav Kumar, Nii Ofoli Quaye, Ricardo Torres, Alastair Turner, Richard Winter

COMPANY / Launch

Berry Health / 2024-2026