Reimagining the birth experience: Why comfort, dignity, and design matter in maternity care

For families preparing to welcome a baby, birth is about more than medical care. It is a deeply personal moment that can bring excitement, anticipation, and uncertainty. The environment where that experience unfolds can shape how families feel before, during, and after birth.

Research shows that thoughtfully designed birth spaces may help reduce stress, support maternal autonomy, and give patients a greater sense of privacy and control. Controlled sensory environments, including dim lighting and defined private spaces, have also been linked to improved maternal focus and well-being, as well as higher rates of unassisted vaginal birth.

"We're looking at every part of the maternity journey through the eyes of the people we serve, from what helps them feel comfortable and confident to how we can keep families connected and support care teams in providing safe, quality care," said Carol Campbell, Chief Experience Officer at Ascension.

Listening to what families need

While clinical quality and patient safety are top priorities, we also recognize that a positive maternity experience is shaped by more than the clinical care a family receives. It also comes from knowing what to expect, feeling supported in personal preferences, and having practical needs addressed throughout the journey when possible. Ascension considers these factors alongside clinical care and patient safety, drawing on consumer perspectives, patient feedback, and associate insights to deliver an experience that meets the needs and expectations of our families.

In developing its maternity experience guidelines, Ascension gathered perspectives from clinical and operational teams, as well as first-time and experienced parents. These conversations helped identify opportunities to make care more supportive, intuitive, and responsive to the needs of families and care teams.

That feedback also highlighted the importance of the details that shape a family's hospital stay. From comfortable, quality accommodations that help partners rest to thoughtful touches like celebration meals and late-night snacks, these amenities can help families feel more comfortable and welcomed throughout the birth experience.

Ascension's approach is guided by four core consumer needs: transparency, productivity, control, and recognition. Together, these principles help shape experiences in which patients understand their options, navigate care with confidence, have a voice in decisions, and feel seen as individuals.

Support also extends beyond the hospital stay. In some markets, maternal health patient navigators help expectant mothers navigate barriers to care and connect with resources, while digital postpartum messages provide appointment reminders and mental health check-ins during the transition home for patients who opt in to these programs.

Together, these efforts reflect a broader approach to maternity care: listening to families, understanding their unique needs, and applying those perspectives to how care is experienced at every stage of the journey.

Translating insights into design

Listening is the first step. Putting findings into practice is where they can make a difference.Feedback gathered through listening sessions, along with live testing of select products, is helping inform design choices across antepartum, labor and delivery, postpartum, and NICU spaces.

Flexible layouts, adjustable lighting, quieter, sound-absorbing flooring, more comfortable sleeping accommodations for companions, and options such as birthing tubs can give patients greater choice and control. Spa-inspired aesthetics, natural materials, comfortable furnishings, and home-like amenities create a warmer environment while supporting the clinical needs of care teams.

In the NICU, private rooming suites allow families to stay close to their babies while receiving specialized care. Private bathrooms, comfortable sleeping arrangements, and dedicated storage address practical needs, while community-inspired artwork, Mission heritage elements, and spaces celebrating each baby's milestones help create a more personal environment.

Seeing the approach in practice

In June 2026, Ascension Seton opened its new Women's Hospital in Austin, Texas, bringing this approach to life in a new $362 million, 326,000-square-foot facility. The hospital was purpose-built to provide comprehensive care for women while creating a more welcoming, family-centered experience.

Caring for Women and Babies | Women's Hospital Tour | Ascension Seton

The 178-bed hospital combines maternal and neonatal care with spaces designed around comfort, connection, and individual preferences. It includes:

• 26 labor and delivery rooms and six low-intervention suites to support different birthing preferences.
• 84 private NICU rooms that give families space to bond while their babies receive specialized care.
• Level IV maternal care for complex pregnancies.
• Six dedicated C-section suites and four robotic-capable operating rooms to support surgical care.
• Thoughtful design details and personalized touches that reflect the local community, honor Ascension's heritage, and help families feel recognized and connected throughout their stay.

The hospital also honors the legacy of the Daughters of Charity and St. Elizabeth Ann Seton through its physical design and other elements of the patient experience, including references to her letters to the children she cared for.

Learning, measuring, and evolving

Experience design is not a one-time exercise. Ascension is evaluating how these changes affect the people who use them, using feedback and available patient experience data to understand what is working and where there is room to improve.

Those insights can inform future maternity projects across Ascension, creating a continuous cycle of listening, designing, measuring, and refining. The goal is not simply to create experiences that are different, but to learn what helps mothers, babies, families, and care teams feel more supported and use those insights to keep enhancing the way care is delivered.