Pubity Group Ltd is the world’s largest Gen Z social publisher, boasting a massive network of 150 million followers. While their social presence was dominant, they required a digital home that reflected their “Life & Entertainment” authority. Dev Mechanix was tasked with a complete design revamp of the main Pubity website and the creation of two new, interconnected platforms for their sub-brands: Dad Says Jokes and Memezar. The goal was to build an interactive experience where viral content could be managed and cross-promoted across a unified ecosystem.
PLATFORM TYPE
Multi-site WordPress publishing network
INDUSTRY
Life & Entertainment
LOCATION
UK/Global Audience
SCALE
150M+ followers
Designing an interface that mimics the fast paced nature of social media to keep Gen Z users engaged.
Creating a seamless navigation flow between Pubity, Dad Says Jokes and Memezar so users could traverse the network without feeling like they left the brand.
Building a backend capable of handling high volume meme uploads and rapid fire posting similar to major entertainment aggregators.
Ensuring the WordPress infrastructure wouldn’t crash when millions of social followers were funneled to a single article or meme simultaneously.
We conducted deep UX research which lead to the creation of custom UI screens that prioritize visual impact.
We engineered a shared navigation and common sections across all three domains, allowing for instant cross promotion.
Using Elementor Pro and custom post types, we developed a high speed meme feed for Dad Says Jokes and Memezar that allows for infinite scrolling.
We utilized the Locust framework to simulate “swarms” of thousands of concurrent users. By writing Python based user behaviors. We tested how the server handled specific actions like infinite scrolling and inter-site navigation to ensure stability before launch.
We delivered a streamlined admin panel that allows the Pubity team to post and schedule content across all three sites from a single source of truth.
Successfully launched three distinct yet interlinked websites that feel like one cohesive digital ecosystem
The new layout and intuitive navigation significantly increased the average session duration per user
Through Locust testing, we validated that the platforms can handle massive traffic spikes from social redirects without performance degradation.
The admin team can now deploy entertainment news and viral memes faster than ever, keeping pace with the 24/7 social media cycle
Conducted the initial research phase and produced high fidelity screens for all three platforms.
Coordinated the simultaneous build of three interconnected websites ensuring design consistency across the entire group.
Translated the approved Figma designs into a high performance WordPress environment using Elementor Pro and custom PHP hooks.
Scripted the Locust “User Swarms” to stress test the Cloudflare CDN and server side caching layers against massive traffic spikes.
Core CMS
Visual Page Builder
UX Research & UI Design
Python-based Swarm Testing
Performance Hardening
This project highlights Dev Mechanix’s ability to translate massive social media influence into a high converting web presence.
We proved that we don’t just build websites, we conduct the UX research necessary to understand specific demographics (Gen Z) and build for their habits.
Handling sub-domains and cross site navigation requires a strategic architectural approach that ensures a smooth user journey.
By “swarming” the site with Locust to simulate millions of followers, we demonstrated that we can deliver “Social-to-Web” transitions that never crash under the weight of a viral post.
From high-concurrency SaaS platforms to complex UI engines — we engineer software that performs when it matters most.
Contact us today to discover tailored digital solutions that accelerate your business growth and online success
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