For years, websites were designed around exploration. People arrived with questions, navigated through pages, compared features, and gradually built confidence before making a decision.
Today, that journey is changing.
AI assistants increasingly help buyers discover, compare, and narrow down products before they ever visit a website.
By the time someone lands on a homepage, they're often looking for confirmation rather than introduction.
This shift challenged many traditional web design patterns—and became the foundation of the redesign.
PagerDuty's existing website was also built for the old buying journey, and we had to adapt it for today's world.
The goal wasn't to redesign pages visually. It was to reshape the entire experience for a new decision-making process in the age of AI.
Validated
Statistically significant evidence
Directional
Positive movement, additional validation needed.
Observed
Detected repeating behavioral patterns without significant statistical validation.
Some experiments produced statistically significant wins, while others revealed directional or behavioral signals. Together, they informed the redesign and helped identify patterns that extended beyond individual pages or components.
Can messaging tailored to specific user groups and industries increase engagement?
Observed
Behavioral Signal
AI-Era Design Insight
Does showing the actual product create more engagement than stock imagery or a demo video?
Directional
Behavioral Signal
AI-Era Design Insight
Can the value proposition adapt to the visitor instead of staying generic?
Directional
Behavioral Signal
AI-Era Design Insight
What happens when we remove competing content?
Validated
Behavioral Signal
AI-Era Design Insight
Can clearer pricing information and language encourage buyers make decisions faster?
Validated
Behavioral Signal
AI-Era Design Insight
Can clearer language encourage enterprise buyers to take action?
Directional
Behavioral Signal
AI-Era Design Insight
Design Decisions
Across these experiments, three consistent patterns emerged. Pointing toward a broader shift in how high-intent buyers evaluate software. These patterns became the foundation of the design decisions.
Recognition before explanation
🔻 Buyers wanted to immediately identify themselves instead of interpreting generic messaging.
Validation over discovery
🔻 Authentic product experiences and customer proof built confidence faster than conceptual marketing.
Confidence before commitment
🔻 Once uncertainty was reduced, removing friction from sign-up became more valuable than adding information.
The redesign introduced audience-specific experiences that helped buyers immediately recognize themselves within the product.
Instead of describing AI capabilities through marketing copy alone, the redesigned experience allowed buyers to explore individual AI agents through authentic product experiences.
Once users decided to start a trial, every unnecessary step became an opportunity for hesitation.
The resulting patterns improved conversion performance across multiple initiatives while creating a scalable foundation for future AI-era experiences.
+73% Trial sign-up conversion
Homepage messaging adapted to multiple buyer contexts
AI capabilities presented through authentic product experiences
Product credibility strengthened through customer outcomes and case studies
Behavioral insights established reusable patterns for future experiments
Key Takeaways
High-intent users expect relevance immediately, not after navigating through multiple pages.
Authentic product experiences reduce uncertainty more effectively than conceptual marketing visuals.
Customer evidence is most persuasive when experienced alongside the product, not separated from it.
The strongest design decisions come from combining behavioral evidence, experimentation, and business outcomes rather than relying on assumptions.