Our client, a global forex broker, needed a robust online platform to enhance their service delivery. The company, serving individual traders, money managers, and financial institutions, required a solution that offered true ECN pricing, transparency, instant order fills, and anonymity. Our client received a highly intuitive and efficient customer-focused website tailored for stock trading. This platform improves user experience through strategic CX and UX/UI design enhancements.
The client is an Australian-based forex trading leader and a prominent figure in the global online trading industry. With a reputation for providing fast execution and powerful performance in a secure, safe, and regulated environment, it has become a preferred choice for a wide range of clients, including individual traders, money managers and financial institutions. The company’s unique approach combines extensive industry experience with cutting-edge technology to help clients achieve their trading goals swiftly.
The client’s initial website concept lacked features and functionality for a competitive forex trading platform. They needed to process large volumes of data quickly, but their existing system couldn’t handle it within the project timeframe. They required separate webpages for various regions, which they lacked the resources to develop in-house.
We studied competitor websites to understand what works best and what users expect. We profiled our target customer, considering their needs, goals and behaviour. We thought through the structure of the site, including all sections, pages and their hierarchy. Then we have created basic layouts and visual representations of the future site.
After that, we developed an attractive and user-friendly interface design consistent with the Synergy FX brand. The next process was translating the content into the languages of the target markets. We provided a simple and clear interface so that users could easily find the information they were looking for. We also provided clear and motivating calls to action to encourage users to register, open an account, or make a trade. Finally, we optimised registration and account opening forms to increase conversion rates.
In close cooperation with the client’s IT department, our team developed and implemented an innovative digital solution that allowed all the client’s goals to be achieved. Synergy FX’s increased sales provide the best testimony for the successful collaboration.
Several key issues we solved are:
The client chose to collaborate with Computools due to several key factors:
Our User Experience Designer and a User Interface Designer, working with the client’s in-house IT department, developed a user interface design for the landing page. It was based on the research conducted on the competitor’s pages to create the most convenient, customer-focused design, which the users will easily understand.
A detailed profile of the ideal customer.
An organised structure outlining the navigation and content of the website.
Basic visual representations of the website's layout and structure.
The design and layout of the website that users interact with.
WordPress
WordPress served as the website's foundational content management system (CMS). It provided a robust and flexible platform for creating and managing web content, allowing easy updates and customisation.
jQuery
jQuery, a popular JavaScript library, enhanced the website's interactivity and user experience. It facilitated the development of dynamic and responsive web elements.
JavaScript
JavaScript played a vital role in adding functionality to the website. It enabled client-side scripting and interaction, contributing to the overall user engagement.
HTML5
HTML5 was the markup language used to structure and present the content on the website. It ensured modern, mobile-responsive web design.
CSS3
CSS3, a style sheet language, was employed to control the visual presentation and layout of the website. It contributed to the site's aesthetics and user interface design.
Salesforce
Salesforce, a renowned customer relationship management (CRM) platform, was integrated into the project. It supported client interactions, lead management, and customer data tracking, providing a seamless user experience.
Pardot
Pardot, a marketing automation platform, manages and automates marketing processes, including lead generation, email marketing, and analytics.
We followed the Kanban management methodology, which allowed us to manage the work by balancing the demands with available capacity and improving the handling of system-level bottlenecks. It helped the developers, our software engineers, and the client’s IT Department be more productive and stay connected. The Kanban methodology enabled us to shorten cycle times, deliver features more quickly, and reduce time waste by removing activities that didn’t add value to the team. Rapid feedback loops made team members more motivated, empowered, and high-performing.
Our collaboration with Computools has been transformative for Synergy FX. They thoroughly analysed our competitors’ websites to understand the best practices and user expectations and then used that knowledge to create an outstanding online presence for us. The team did a great job!
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