Service Design Case Study: Shouldice Hospital
PROJECT OVERVIEW
This UX design case study for Shouldice Hospital focuses on improving patient experience through better communication and navigation. Our team conducted site audits, interviews, and evaluations to identify key pain points. The redesign includes a rebranded digital presence, enhanced patient portal, dynamic display systems, and improved signage, all aimed at making the patient journey smoother, reducing anxiety, and increasing overall satisfaction.
PROBLEM
The key problem identified during the service audit and multiple workshops was the lack of efficient communication between the hospital and its patients, especially during critical phases such as pre-surgery, surgery day, and post-surgery recovery. This gap led to anxiety and frustration among both patients and their companions.
ROLE
Product Designer Service Designer
Duration
3 Months
Tools
Shouldice is a private pro-profit hospital specialized in inguinal hernia repair using no-mesh repair surgery. Its treatment technique achieves 99% of success rate and is worldwide recognized by that.
PROJECT OVERVIEW
Prior to our site visit, we did research on Shouldice Hospital. We gathered all available information from the hospital’s website and YouTube channel to understand their services, values, and procedures. We also conducted secondary research that focused on the patient experience. We analyzed reviews on Google and Facebook, watched patient experience videos on YouTube, and read testimonials to better understand the patient journey. This secondary research gave us a solid foundation to prepare for the site audit.
SITE AUDIT
Our service audit was conducted at Shouldice Hospital’s exclusive location in Markham, Ontario, Canada. The  end-to-end process
Staff Interviews
A site audit at Shouldice Hospital, facilitated by their Business Development Manager, gave us a deep dive into their
operations. We observed both staff and patient interactions, capturing details through notes and photos. This, along with staff
interviews and a process evaluation, provided valuable qualitative data on workflow, patient experience, and staff
perspectives. This data will be key to [insert purpose of audit.
PATIENT Interview
Following the site audit, we interviewed a former patient who had a recent surgery at Shouldice Hospital, just 7 weeks prior to the interview. This helped us gain an understanding of a patient’s perspective and journey through the whole process.We prepared 6 open-ended questions for the participant
kEY findings
Clarity and Visualization
Patients often have difficulty visualizing the entire surgical process beforehand, leading to anxiety and potential delays.
Voice-Activated Guidance
Reliance on voice speakers for instructions can be frustrating and may create confusion during the patient's stay.
Waiting Anxiety
Patients often experience anxiety while waiting for doctor consultations.
Companion Uncertainty
Companions may become anxious due to a lack of real-time information about the surgery and patient status.
Information Overload
Patients often rely on multiple emails and calls, making it difficult to find all the necessary information in one place.
Orientation Reliance
Patients may need to attend an orientation to learn how to navigate the facility, which can be inconvenient and time-consuming.
Confusing Floor Names
The use of confusing floor names can disorient patients and visitors.
Detailed Research Process
Shouldice is a private pro-profit hospital specialized in inguinal hernia repair using no-mesh repair surgery. Its treatment technique achieves 99% of success rate and is worldwide recognized by that.
Exploring Solutions
We focused on Day 1 of Hospital Admission, as it's a crucial day with numerous patient touchpoints. This allowed us to delve deeper into potential solutions.Key touchpoints on Day 1 included reception, doctors, nurses, general practitioners, tests, room settling, dinner, and orientation, among others.
Co-Creation Workshop
We facilitated a collaborative co-creation workshop to gather insights directly from our users. Employing the "how might we..." brainstorming technique, we collectively explored potential solutions and uncovered innovative ideas.
Prototyping and Iteration
To bring our ideas to life and identify potential challenges, we utilized a variety of prototyping methods. Paper prototyping, wireframing, and body-storming proved invaluable at different stages of the design process. These techniques allowed us to uncover issues that were not apparent during the initial brainstorming sessions, ensuring a more refined and user-centered final product.
Solutions
Tri-fold Brochures
Introduction Brochure
Distributed upon initial contact, this brochure offers a comprehensive overview of the surgical process. It covers pre-surgery preparation, frequently asked questions, and expectations, alleviating patient anxiety and reducing the need for repeated calls.
Discharge Brochure
Given to patients upon discharge, it includes post-surgery care instructions, dietary recommendations, follow-up appointment details, and emergency contact information. By having all relevant information in one place, patients feel more secure about their recovery
Floor Plan Brochure
Given to patients upon discharge, it includes post-surgery care instructions, dietary recommendations, follow-up
appointment details, and emergency contact information. By having all relevant information in one place, patients feel more
secure about their recovery
Digital Display System
Patient Calling System
Instead of relying on potentially missed or misunderstood loudspeaker announcements, the system displays patient codes on
screens to signal when it's time for consultations or surgery while using patient codes rather than names ensures
confidentiality. If a patient misses their call, a nurse will follow up personally.
Real-Time Updates for Companions
In waiting areas, screens display dynamic updates about the patient's surgery progress, such as "In Surgery" or "RecoveryRoom." This alleviates the anxiety often experienced by companions who may feel left in the dark.
Daily Schedule Information
Screens in common areas provide clear information about meal times, recovery check-ups, and other hospital services. Thiseliminates the need for verbal reminders or inquiries from staff.
HOMEPAGE REDESIGN
The current website had several usability issues, including poor navigation structure, text-heavy pages, and non-compliance with accessibility standards (AODA). The redesign introduced.
Clear navigation hierarchy
Ensures that patients can easily find the information they need without excessive scrolling. accessibility.
Improved accessibility
Better contrast, larger text, and clearer visuals that meet AODA compliance standards . Recognizing the limitations of the previous website, the redesign focused on enhancing accessibility.
Intuitive Navigation
A clear navigation structure guides patients to the information they need effortlessly.
Current website
Digital MOBILE PATIENT PORTAL System
The patient portal is a valuable resource that streamlines healthcare management. Accessible via the hospital's website, it offers a centralized hub for appointment scheduling, personalized health guidelines, and dietary recommendations. Patients can conveniently access the portal using their laptops or smartphones. By empowering patients to track appointments, follow treatment plans, and adhere to dietary recommendations, the portal fosters better health outcomes. Enhanced communication and easier access to essential information contribute to a more proactive and informed approach to healthcare.
KEY FEATURES
The current website had several usability issues, including poor navigation structure, text-heavy pages, and non-compliance with accessibility standards (AODA). The redesign introduced.
Medical Records
View and share health records securely.
Personalized Guidelines
Access tailored pre- and post-surgery guidance, including videos.Secure Messaging: Communicate with healthcare providers directly.
Checklists
Stay organized with interactive pre- and post-surgery checklists.
Appointment Management
Schedule, reschedule, and receive reminders for appointments.Surgery Updates: Track surgery progress in real-time and access post-surgery care instructions.
High-Fi Wireframes
Enhanced Signage and Wayfinding
Patient Calling System
Consistent and easy-to-understand floor labels were introduced to guide patients and visitors through the hospital.Strategic Signage Placement: Directional signs were strategically placed at key intersections, providing clear guidance to important areas such as waiting rooms, consultation offices, and surgical units. To address the confusion and anxiety caused by unclear signage, we redesigned the hospital's wayfinding system. By implementing clearer floor labels and strategically placed directional signs, we aimed to improve patient navigation and reduce reliance on staff assistance.
BONUS
BRANDING
Rebranding goes beyond updating a company's logo or visual identity. It involves redefining how the companycommunicates its values, services, and mission to its stakeholders. At Shouldice Hernia Hospital, while the hospital had astrong reputation for hernia repair, its brand did not effectively convey trust, modernity, or accessibility. By revitalizing itsbrand, Shouldice could better connect with patients and attract top talent in the healthcare industry.
final thoughts
The Shouldice Hospital project demonstrates the transformative power of strategic service design in healthcare. By prioritizing patient feedback and implementing innovative solutions, we have successfully improved both patient satisfaction and operational efficiency. The recommendations and prototypes developed in this project lay the foundations for ongoing innovation, ensuring that Shouldice Hospital remains at the forefront of patient-centred care.

This case study highlights the importance of a human-centred approach to healthcare, where the patient is at the centre of every decision. By listening to the needs of patients, we have created a more positive and efficient healthcare environment that not only benefits patients, but also empowers staff to deliver exceptional care. This project serves as a model for other healthcare organizations seeking to improve their patient experience and achieve sustainable success.