Case Study: PagerDuty achieves scalable, personalized onboarding and a 178% increase in mobile downloads with Segment

How PagerDuty used Twilio Segment to personalize user onboarding and increase mobile app downloads

PagerDuty, an incident management platform that helps teams detect and respond to critical disruptions, faced a scaling challenge after rapid growth: how to onboard many different user personas quickly and unobtrusively on a mostly self‑service product. The program team needed a way to present personalized guidance without overwhelming users or burdening engineering with heavy product changes.

By combining Segment’s behavioral data with Pendo’s in‑app guides, PagerDuty built a responsive onboarding system and a persistent “nurture” progress bar that updates as users complete key tasks. The approach drove a 178% lift in mobile app downloads when guides were shown, achieved regular engagement from about 10% of admin users in month one, reduced engineering effort, and set the team up to expand the experience to other personas and integrate tailored email follow‑ups.

PagerDuty

Hailey Hickman

Program Manager