Digital transformation for Leeds' charity

Yorkshire MESMAC is one of the oldest and largest sexual health organisations in the UK offering services and information to often hard to reach communities across the Yorkshire region. 

Ayup Digital’s solution has transformed MESMAC’s web presence and given it an online booking system seeing increases in HIV test bookings by over 50 per cent. 

Client

Yorkshire MESMAC

Services

Discovery / strategy / brand / creative / user experience / digital design / illustration  / web development / Craft CMS / continuous improvement.

Website

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Challenge

In 2015, MESMAC knew that its digital presence and brand wasn’t keeping up with the fast pace of change within the organisation and its growing remit. 

Known throughout the Yorkshire region as a highly effective gay sexual health charity, MESMAC now needed its communities and stakeholders to understand that the organisation’s scope had widened. 

They now needed to be known for being a highly inclusive and diverse charity capable of reaching multiple hard to reach groups.  

Not only that, MESMAC wanted to widen and broaden its scope – they wanted more people to know about their HIV test booking service and to reach out across the county.  

Project Scope

In November 2015, MESMAC chose Ayup Digital to both re-fresh its brand online and re-imagine how the charity could use digital technology to improve their service provision and reach out to new groups.

The project involved overhauling MESMAC’s digital presence and working with patient groups and service users to build an online experience that would meet their needs and expectations.

It also involved developing a bespoke online self-triaging system for its HIV testing clinic as MESMAC wanted to make its testing services more accessible whilst reducing administrative costs.

Mesmac Fill Width@2X

Solution

Taking a co-design approach, Ayup consulted  professionals, service users and stakeholders on the brand refresh and creative re-design.

This was vital to ensure that Ayup gave MESMAC a site that looked great – but also would engage and not alienate any of the often hard to reach groups they needed to reach. 

The Ayup-engineered solution involves: 

  • A full digital brand refresh including illustration, photography and creative design.
  • A bespoke online booking system using CRAFT CMS to ensure that service users can discretely access services and book online.
  • A flexible, mobile-first design which gives MESMAC the ability to add content and grow its online presence as it develops. 

The benefits of the new booking system have been dramatic:

  • A 57 per cent increase HIV test bookings together with a reduction in the amount of time staff spend on answering routine enquires.
  • 40 per cent more people viewing the site plus a 25 per cent increase in the amount of time visitors stay.

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