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Currencies Direct Websites

Transforming the marketing websites of a leading international forex company.

Transforming the marketing websites of a leading international forex company.

Transforming the marketing websites of a leading international forex company.

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.


I was brought in as an Interim Head of Web to help navigate a transformation of their marketing websites, underlying technologies and internal design-to-code processes.

Digital Transformation

Product Strategy

UX Design

UI Design

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cd personal hero
cd personal hero

Alex Castle

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.

Alex Castle

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.

Alex Castle

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.

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

Solution

Solution

  • 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

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cd rates
cd rates

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