Digital Turbine

The Brief & Strategic Challenge

Digital Turbine is a mobile growth and monetization platform connecting telecoms, advertisers, and publishers with consumers worldwide. Following the acquisition of three companies, Digital Turbine needed an MVP website to launch its new brand and bring the organizations together under one digital presence.

The challenge was to consolidate different products, audiences, and content priorities into a cohesive experience on a tight timeline. The new site needed to communicate the company’s consolidated structure, provide clear paths for multiple user types, and introduce the new brand identity designed by Pentagram Austin.

As Design Director at Storyware, the UX workstream was led from information architecture and content planning through UX and wireframe development. Working sessions and presentations with Digital Turbine department directors and leaders responsible for the acquired businesses helped translate their priorities into a unified site structure and digital experience.

Pentagram Austin managed the overall project and led the brand identity and UI design. Purpose Worldwide provided strategy and brand voice, while Storyware led website planning and UX under the Design Director’s direction.

UX Architecture & Stakeholder Alignment

The work included developing the sitemap, content outline, information architecture, and wireframes while coordinating input across Digital Turbine’s department directors and leaders from the acquired companies. Working sessions and presentations aligned stakeholders around content priorities, audience needs, navigation, and page structure, bringing three separate organizations into one coherent website experience.

Improving the Content-to-Design Process

To streamline content and page planning, Quickframes, a Figma toolkit, was introduced to bring sitemaps, user flows, content blocks, and page structures into one visual workspace. This made it easier for stakeholders to see how content translated into page layouts, streamlined wireframe development, reviews, and approvals, and helped the team meet Digital Turbine’s tight launch deadline.

The Outcome

The MVP website launched the new Digital Turbine brand online, uniting three newly acquired companies within one digital presence. It established a shared structure for presenting the consolidated business and its products while providing clearer paths for different audiences.

The project also established a more visual, collaborative approach to content planning and UX, connecting stakeholder decisions to page-level design before UI development began. Although Digital Turbine later evolved its visual branding, much of the site’s underlying structure remained intact.