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The Coombe Maternity & Infnant’s University Hospital

Ireland’s busiest maternity hospital and a national leader in women’s health.

A nurse in protective mask and gloves holding a newborn baby wrapped in a blue blanket, with a cap on the baby's head, in a hospital setting.

At a glance

Client: The Coombe Women & Infants University Hospital
Industry: Public Health | Women’s & Infants’ Care
Services:

Enterprise Website Redesign Patient Handbook Public Sector Digital Transformation

  • To redesign the website for Ireland’s busiest maternity hospital — 4.5 million visitors a year — while expanding visibility across the full spectrum of women’s health. The new platform had to serve patients, clinicians, students, and the public, with clarity, care, and CMS flexibility.

  • We rebuilt the site from the ground up using Squarespace 7.1 Liquid Engine, restructuring 200+ pages into six intuitive content pillars. Our system unified patient journeys, reduced content sprawl, enabled staff-led updates, and delivered a digital patient handbook as a companion resource.

    • 200 pages rebuilt into a user-first mega menu system. 6X faster navigation. Full mobile optimisation. Staff can now update the site directly. Clear care pathways for maternity, gynaecology, and education. A public hospital website that finally performs like a national platform.

Series of four mobile screens showcasing The Coombe Hospital website with information about women and newborn care, conditions treated, maternity services, and clinics.

Challenge

The legacy site lacked structure, clarity, and mobile responsiveness. Navigation was confusing, bounce rates were high, and patients often felt lost. UX struggled with no scalable way for staff to manage updates.

Header menu showing 'Maternity' section, part of a website related to women's health, research, and education.

Research & Discovery

We benchmarked 20 global maternity hospitals and applied WCAG 2.2, NHS patterns, and UX best practice. Internally, we consulted 50+ departments, service leads & consultants. The result: a system that eased pressure on staff, improved clarity, reduced confusion, and helped users reach care faster.

A collage of webpage screens for a healthcare institution featuring purple-themed layouts, images of medical staff, newborn baby, pregnant woman, and hospital facilities.

Patient Handbook

We designed The Coombe’s first-ever Patient Handbook — a brand-aligned, digital + print-ready companion designed to reduce switchboard queries, improve clarity, and ease stress across every stage of care.

  • A purple brochure from The Coombe Hospital featuring the title 'Patient Handbook' and a brief quote, with a partial view of a woman on the front cover.
  • Open hospital brochure with purple cover, logo of The Coombe Hospital on the left, and on the right, a woman gently holding a newborn baby.
  • Open booklet showing a pregnant woman in a hospital or clinic and a healthcare professional smiling at her.
  • An open hospital booklet showing a photo of healthcare workers smiling and walking in a hallway on the left page, and on the right page, a message from the Master of the hospital with a picture of Professor Michael O'Connell in a suit and glasses, along with text about the hospital's history and mission.
  • Open booklet with a photo of a nurse holding a newborn on the left page and a list of hospital statistics on the right page, including numbers and icons for births, NICU admissions, procedures, attendances, and website visitors.
  • Open booklet with a healthcare worker wearing scrubs, mask, and glasses on the left page, and purple background with white and pink text on the right page describing the organization's mission, vision, and values.
  • Open magazine showing a hospital scene with a nurse and a patient, and a page about care options with images and QR codes.
  • Recto page of a hospital brochure with information on fees and insurance covering the left side, including a pink and purple curved design. The right side features a hospital nurse smiling and holding a newborn baby while speaking with a woman lying in a hospital bed.
  • Open brochure with map of hospital and parking information on left side, and hospital details and transit options on right side.
  • Open magazine featuring a checklist for preparing for a visit on left page and a woman packing a purple bag on right page.
  • Open hospital handbook featuring a smiling female healthcare worker in blue scrubs with glasses on the left page and information about hospital stay expectations on the right page.
  • Open hospital brochure showing a nurse and a patient in a medical setting, with contact information and FAQs on the right page.
  • Open notebook with 'Your Notes' heading on the left page, lined paper and purple accents, and a purple page with abstract pink arches on the right.
Open hospital patient handbook with purple cover and logo, showing a woman holding a baby on the inside cover page.

Responsive Design

With over 4.5 million visits a year, the new mobile-first website delivers frictionless navigation, clear CTAs, and a six-pillar structure — designed to reduce bounce rates, improve access, and meet WCAG 2.2 standards.

Homepage of The Coombe Hospital website featuring an ultrasound image of a fetus and various sections for maternity, women's health, support services, research, careers, news, and contact information.
Screenshots of a hospital website and app for The Coombe Hospital, including sections on postgraduate education, maternity services, women's health, patient information, support services, research, career info, and affirmations for pregnancy, birth, and birth partner.

Outcomes

Mobile and tablet screens displaying webpages of The Coombe health services, including Women’s Health and Parent Education Classes with images of women, children, and healthcare professionals.
Black and white headshot of a middle-aged man with glasses, short hair, and a beard, wearing a suit, tie, and white shirt.

“This was a large, complex project with high public visibility. Urban Brand Creative brought real structure, clarity, and partnership. They listened, guided our teams, and delivered a modern site that works — for patients, staff, and the hospital as a whole.”

Patrick Donohue | Secretary & General Manager, The Coombe Hospital

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