Informatica Redesign:
New Site, More Leads

Informatica had big ambitions: To transform its business from being merely a provider of data tools for IT to being the leading provider of Big Data solutions for the enterprise. Along with this transition came the need for a marketing program to support a much more complex buying process — so that content could be targeted to large teams of buyers with roles that varied from developers to executives to security specialists.

Hero Digital worked under the direction of the CMO, with a charter to redesign and re-platform, and to build an experience that would engage and convert these new audiences.

Experience Solution

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.

The site uses a combination of role-based targeting and dynamic personalization in order to match content to the user’s profile and intent. Adobe Experience Manager presents the experience to users, and integrates with over a dozen other systems in Informatica’s tech stack.


  • Increased page views

  • Increased qualified leads

  • Completely new site conceived, designed, built in 8 months

Implementing a digital asset management system that saves time and money.
Taking the Dreamforce experience global.
Building a tool that makes software releases seamless.
Redesigning to streamline eCommerce and boost revenue.
Connecting 25,000 Lean In Circles across the globe.
Cutting bounce rate in half.
Integrating an acquisition and site update in one effective re-brand.
Keeping conference-goers connected, around the world and through the year.
Building a web experience to support new products and an IPO.
Designing features and workflows to make an analytics tool useful to all business users.
Designing a more personalized B2B experience.
Re-envisioning the customer experience across product lines.
A customer community that supports the country's charter schools.
Broadening the user experience to reach more customers.