To reach a broader customer base, Informatica needed to be able to target content to large teams of buyers with roles that varied from developers to executives to security specialists.
They tasked Hero with redesigning and re-platforming the Informatica site to create a world-class B2B digital customer experience. We began by interviewing stakeholders to identify audiences and categorize products and solutions.We took a data-driven approach to designing a new information architecture and user experience, which included primary research as well as user testing on clickable prototypes. From there, we created a new experience for the web and for mobile, which targeted content to users first by their role and then by their desired solution.
We integrated Adobe Experience Manager with over a dozen other systems in Informatica’s tech stack to deliver a comprehensive digital customer experience solution. The site now uses a combination of role-based targeting and dynamic personalization in order to match content to the user’s profile and intent.