A website that works to connect a community



MelroseWakefield Healthcare and Healthgrades teamed up to create a new, award-winning website that’s easy to navigate and provides a better experience for every user.


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Rebranding under the hospital name it was recognized for, MelroseWakefield Healthcare — originally Hallmark Health — wanted to ensure ease of access to community health resources and care, with select service lines receiving prominence on its new site.


After comprehensive market analysis, user research and competitive audits, Healthgrades conducted a user persona workshop to align business objectives with consumer-focused design and content strategy. The end result is a website that elegantly interconnects location pages with related services content, displays an intuitive, searchable classes and events calendar, and enhances the experience for job seekers, providing all community members the information they need in fewer clicks.

A Plan for Success

Meaningful data insights inform every facet of the website.


In depth market research, brand analysis, competitive analysis and user studies

User Personas + Strategy

User personas focused on needs, goals and priorities that guide website architecture

Content Strategy

Medically reviewed SEO content using the brand voice and focused on consumer needs

Wireframes + Design

Iterative wireframe and design process based on project goals and user behavior


Built on robust, flexible Wordpress CMS using HTML5 and CSS3

UX + QA Testing

Testing across devices and screen sizes, with a focus on the mobile experience

Recognized for its outstanding user experience and design, the MelroseWakefield Healthcare website won both the eHealthcare Leadership Platinum Award and a Digital Health Award for Best Site Design in 2018.

Location Finder

Zero-delay auto suggestions are displayed as a user types in the search field.

Location Profiles
Shared taxonomy between locations and services provides automatic relationships and feeds between related types of content.

Services Overview
Based on both community needs and business objectives, specific services are featured to provide enhanced access and attention, while a tabbed experience allows users to seamlessly switch over to a searchable list of all services, procedures and treated conditions.

Classes & Events Calendar
Mobile month view provides fast toggle between days, while dot signifiers show which days have classes or events.

Careers Start Page
User personas and user research informed placement of the most important actions on the page, while a brief story of MelroseWakefield Healthcare and its partnerships builds curiosity for career seekers.



new users


new mobiole users


bounce rate improvement

*Results based on a six-month time period post website launch, compared to the same time period prior to launch.

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