Redesigning the global websites for a forex leader.

I was hired as an Interim Head of Web to create a global strategy and redesign the marketing websites for Currencies Direct.

Full story

Product Strategy

UI Design

UX Design

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— Overview

— Overview

With half a million customers, Currencies Direct handles over $10b in forex trades every year. Following a large Private Equity investment, they acquired smaller forex companies and needed to make some big changes to their ecosystem of global websites.

— Challenge

— Challenge

There were numerous challenges we had to solve simultaneously:


  • Create a site architecture with complex i18n and l10n requirements to cater for a global audience and regional offices

  • Create a flexible approach designing and building pages quickly and consistency with multiple sign-off steps

  • Implement a new scalable CMS and rollout plan for all brands for the next two years

  • Enable the development of a programmatic SEO strategy

  • Maintain brand integrity and current performance

  • Empower marketing to move faster

— Approach

— Approach

  • Deep analysis on site performance and competitors

  • Procured and helped implement Contentful CMS

  • Built a flexible, global site architecture factoring in unique regional and brand requirements

  • Built a custom design system in Figma with Tailwind class structures to create parity with Contentful modules

  • Designed production-ready pages for compliance checks and iteration

  • Created a strategy for programmatic SEO to leverage business strengths

  • Implemented new design-to-code practices for faster iteration and rollouts

— Results

— Results

  • Launched the new Currencies Direct in six months

  • Reduced turnaround of new pages and updates from weeks to hours

  • Created the foundation for a rapid international rollout

  • Increased user engagement and time on site

  • Improved an already high TrustPilot rating

Alex Castle

Alex Castle

Head of Web & SEO, Redpin

Head of Web & SEO, Redpin

Reuben was an enormous factor in the successful launch of the new Currencies Direct and Redpin websites.


The project had been stalled for months before Reuben’s involvement, but he came in and drove the project to completion - covering all aspects of the site design and build alongside our in-house team.

Reuben was an enormous factor in the successful launch of the new Currencies Direct and Redpin websites.


The project had been stalled for months before Reuben’s involvement, but he came in and drove the project to completion - covering all aspects of the site design and build alongside our in-house team.