Mass General Hospital

A best in class experience for a best in class hospital

Massachusetts General Hospital, one of the oldest and most respected hospitals in America, chose Genuine to redesign and reengineer their website to better reflect the MGH experience. As a hospital, MGH strives to provide a “frictionless experience” for patients. But their website did not live up to that expectation. It was not responsive, not intuitive, and not able to personalize the experiences of its various audiences from patients to caregivers, providers and researchers.

Connecting the right audiences to the right information

Understanding patients, caregivers and physicians all have unique wants and needs, we deployed an end-user-first strategy rooted in empathy. This strategy took shape through a UX design, discovery and definition process that involved building internal stakeholder alignment, a persona-driven approach to content and task mapping and the development of a patient-centric Information Architecture. 

To ensure success, we conducted user testing at four stages: tree testing on IA, usability testing on wireframes, impression testing on design comps and accessibility testing in partnership with Perkins.  

The new website, which launched at the end of 2019, turned the customer journey into a personal, valuable experience across devices. With a design system that beautifully translated the MGH brand identity for the digital space and helped reinforce the right hierarchy within a complex organization, the new site lived up to the MGH name.

Considering both sides of the user experience

Of course, the end-user isn’t the only user. So we never lost sight of the marketers, who required a  scalable platform that could support their ambitious marketing plans. Our user-friendly documentation  and componentized approach supported the content authoring experience, and agile development was done in close collaboration with the clients and their partners.


All major KPIs for the new site saw increases post-launch, with some metrics seeing very significant lifts due to easier findability and design improvements. 


We’re a full-service digital marketing agency with a passion for partnership and collaboration. Whether you’re facing a specific business challenge or want to hear more about our approach to digital transformation, we’d love to hear from you.