Transforming a Hospital’s Birthing Experience

SITUATION

In order to make changes to its Obstetrics department, including a redesign of its birthing suites, a hospital wanted to understand patients’ views on ideal experiences and services.

Engagement

We first studied pregnant women through focus groups and ethnographic research both in their homes and during tours of competitive facilities. We also conducted user experience research to understand how they used various facilities’ websites. Next, we developed a broader survey to gauge patient expectations in birthing care and facilities. Because this audience is difficult to reach, we utilized channels including social media and baby shows to find the right participants.

Results

Armed with this depth and breadth of knowledge, the hospital reinvented its birthing experience to better meet patients’ needs. It is now ranked as the top hospital in its state.