American Concrete Institute

Nonprofit organization with diverse audience needs and deep website

TUG helped us ensure that our thousands of pages of information is presented in a logical and intuitive layout that allows users to quickly find the information they need.

—Ronald Burg
Executive Vice President, American Concrete Institute

Serving the members better

+40 seconds
increase in average time on site
increase in pages per session
increase in average order value

Goal: Design an online place for the concrete industry

The American Concrete Institute (ACI) has served the concrete design, construction, and materials industry since 1904. ACI promotes and improves concrete materials through:

• Creating technical resources and standards
• Providing certification and continuing education opportunities
• Fostering professional networking at international conferences and local chapter meetings

ACI has a diverse membership of individuals and companies: 20,000 engineers, contractors, professors, and students. After years of feedback from their members and customers, the ACI leadership knew their site was outdated and difficult to use. They asked TUG to collaborate to turn ACI’s member insights into specifications for its new site.

Our approach

Define stakeholder goals. The architecture and planning phase in the construction industry is recognized as a critical part of any project. ACI approached its website redesign with the same rigor.

ACI has a diverse set of stakeholders, from the full-time team running day-to-day operations, to industry professionals volunteering their expertise as board members. TUG engaged with ACI in deep discussions to define and prioritize project goals and measures of success with key stakeholders.

Decide together. At TUG, when we start collaborating on a new project, we use intention models to help frame the discussion of what would be good to do as well as to capture the collective intent of stakeholders and project owners. It is important to note that the two sides of the continuum are not mutually exclusive: they both represent essential aspects that need to be addressed.

Determine user expectations. Member interviews confirmed that ACI’s membership consisted of four groups with different interests and needs:

  • Engineers seek information on standards and professional development events such as conferences;
  • Contractors want up-to-date standards and certification materials. They also look for ways to improve their skills in local chapter meetings;
  • Professors need to locate research, participate in committees, and promote student competitions; and
  • Students look for information on courses and student competitions.

TUG mapped how members differed in their relationship with ACI across two axes: engaged members versus more reactive visitors; and researchers and academics versus industry practitioners.

Based on interviews, we created personas and set of key tasks for each of them. Their usage scenarios included:

  • Finding a technical article
  • Finding guidelines for professional committees
  • Purchasing a standard

Later, the persona and scenarios were mapped to the new site map to ensure the site supported easy navigation for priority activities.

With close to 15% of visits occurring on mobile devices, ACI knew that it needed a responsive website. TUG provided specifications for the site at different viewport widths.


ACI used member feedback to turn a site that its members avoided into a modern place for collaboration and learning. TUG and ACI created comprehensive, responsive website specifications, which resulted in:

  • A better membership experience, as shown in an increase in average visitor time-on-site (+40 seconds) and pages/session (+15%)
  • An increase in eCommerce conversion rate and average eCommerce order value (+38%)

Are you responsible for a membership website with multiple audiences?

TUG can help clarify your website so it serves your audience and increases your organization’s stature. Collaborate with us to ensure your website redesign will be a business success.