AIMG Redesigns, Making Mobile Access Easy

Pleased with the performance of the original website designed by AIMG more than six years ago, the Robotic Industries Association (RIA) wanted AIMG to develop a new site that reflects the changing needs and online behaviors of its members, advertisers, target buyer groups, and the industry as a whole. With the growing use of smartphones, tablets and other mobile computing devices among industrial buyers and integrators, AIMG used ‘responsive web’ design to ensure the site’s content is accessible and can display on virtually any screen size – from smartphones to desktops.

“The key to keeping a content-rich site like effective for its users, members, and advertisers is to develop and maintain a profound understanding of the behaviors, needs and wants of the various personas, or groups of people, who interact with the site, and then implement what’s needed to fulfill their expectations,” said Joe DeMicco, President & Founder of AIMG.

After six years working with RIA, AIMG has developed a strong relationship with the professional organization’s team and a clear understanding of the varied personas it serves. Working with RIA’s insight from the field, AIMG developed a strategic wireframe for the new website that addressed very specific objectives concerning content and usability.

“Making the rich and varied website content easy to access, view and interact with was of paramount importance to the client,” said DeMicco. “So we developed and implemented coding and functionality to achieve the right balance between content delivery and design. The end result is a robust website application with a streamlined path to content that is cleanly presented, making it easier for users on both the public side and the administrative backend to interact with.”

To experience the new Robotic Industries Association (RIA) website, visit

To learn more about the web development and marketing services for online and offline offered by AIMG, visit or call (888) 291-0037.