CASE STUDY

SYNERGY FX

An Australian forex trading leader, one of the leading global online trading companies

Solution

Web Development

Industry

Financial Exchanges & Data

Outcome

In close cooperation with the client’s IT department, our team developed and implemented an innovative digital solution that allowed to achieve all the client’s goals. The Synergy FX’s increased sales provided the best testimony for the successful collaboration.

Several key options we solved:

Built a convenient, customer-focused landing page.
Built additional (regional) pages.
Developed convenient UX/UI design for direct sales.

+126%

Throughput, Users

+72%

Average Order

-68%

Checkout Time

+84%

Increasing Revenue

-76%

Reducing Costs

82%

Business Process Automation

PROJECT DESCRIPTION

Synergy FX is a globally leading true forex broker. The company provides its customers with the opportunity of fast execution and powerful performance in a secure, safe and regulated environment. Combining industry experience with the unique cutting edge technology helps Synergy FX achieve any trading goals in a short time. Among the clients of the company are individual traders, money managers, and financial institutions.

Synergy FX offers four main advantages: true ECN pricing, transparency, instant order fills, and anonymity. Almost all operations are executed automatically. This ensures customers’ trading deals that are well-timed and reliable. The main goal of the project was to create a convenient, customer-focused website, which would use direct sales and company’s advantages to attract more customers and investors. To deploy the project on the target date, Synergy FX entrusted development of the responsive landing page to the Computools team. In a rewarding partnership with the Synergy FX leaders the task was completed in time, thereby achieving the client’s goals.

Only a basic concept at the beginning

Limited time for processing large data volumes

Many additional (regional) pages required

Tight project schedule

World’s best true ECN pricing broker

Provides faster execution of the trading deals

One of the most respected names in Forex, sterling reputation and many awards.

Provides superior conditions in the FX markets for its customers.

Business Process Mapping

Described

The Synergy FX leaders had a clear idea for the design of a landing page. The client provided our team with the detailed Business Process Mapping that was covering all aspects of the prospective landing page developing and designing, as well as of its functions and features. The Synergy FX project coordinator also supplied us with the list of the necessary website elements.

Modeled

After a detailed study of the internal business processes, the client added our outstaffed developers to his in-house IT department. Our team of software engineers worked in close collaboration with business analysts and marketers. Research and cooperation yielded a selling landing page model based on the regional WordPress sales pages.

Planned

A large-scale development plan was provided by the client, and our team took the lead in the backend architecture. We allocated duties and sprints to the project participants, and built a communication system. Using the offered step-by-step plan our team moved on to work.

Digital Platform & Technology

Computools

Team Lead

Project Manager

Developers

Synergy FX project

Team Lead

Project Coordinator

Communication

JavaScript

JavaScript is a programming language that makes web pages interactive. The vast majority of websites use it, and all major web browsers have a dedicated JavaScript engine to execute it. One of the most useful advantages of JavaScript for this project is the opportunity to provide for a more user-friendly experience, to build highly responsive user interfaces - prevent frustrating page reloads.

PHP

It is a server-side scripting language with many advantages for web developing, PHP can be used in combination with various web frameworks, web template and web content management systems. One of the strongest and most significant features of PHP is its support for a wide range of databases. With PHP, a software engineer haves the freedom of choosing an operating system and a web server.

WordPress CMS

WordPress is a content management system with extended functionalities (that can be modified) that is successfully used for designing different websites. It was chosen as the most suitable solution for the client's business tasks. It allows easily optimizing the website for search and ad networks. Wordpress also has many ready-made functions and add-ons for landing pages and lead processing.

Specification

For this project we developed a specification based on a heavily design-oriented development with a very short timeline, since our client was planning a prompt start of his marketing campaign and needed the solution as soon as possible. Working in close collaboration with the client’s in-house IT Department we had a good opportunity to pay close attention to all important functional and non-functional requirements.

Goal 1. Simple solution that would generate a mass of leads for the end-time clients’ businesses.Development Process 1. Creating promotional WordPress pages for various local areas such as Asia, Europe, England, and the USA. 2. Creation of the separate country oriented localized pages for separate languages and marketing needs. 3. Creating new local sites for better presentation of the SynergyFX in different countries, country by country according to Synergy new offices' opening. 4. Creating contact and support system for a SynergyFX presentation websites network. 5. Creating used deep PHP customizations and tricks to make them affordable for a very high volume of users.Maintaining 1. Maintaining all the network of the WordPress websites. 2. Maintaining contact and support system for a SynergyFX presentation websites network. 3. Maintaining used deep PHP customizations and tricks.

COMPUTOOLS TEAM

For this project, we conducted an expertise-based talent evaluation of our software engineers, to get the team with the experienced PHP and WordPress developers. This made it possible to meet the client’s deadlines and to deliver the first work results in the shortest possible time.

BACKSTAGE

Well-established internal communication is a key to a productive collaboration between the team members. Each kind of meetings — be it face-to-face brainstorming, video or audio-conferences — helps to achieve the main goal of the project.

Feedback Session

At the end of each sprint, we conduct team discussions and arrange feedback sessions. By exchanging opinions and emerging ideas, our developers find truly innovative solutions, improving their personal efficiency and the efficiency of the entire team.

Team Brainstorming

To find a really innovative solution, our engineers meet at brainstorming sessions. It stimulates creative activity and each participant has an opportunity to offer as many options as possible, including the most fantastic ones. It helps to hit the necessary ideas and solutions.

Dev Meeting

Well-coordinated collaboration at all stages of the coding and testing process increases the pace of the development. This works especially well when our software engineers cooperate closely with their client counterparts.

Internal Communication Flow

Our engineers worked as a part of an international outstaffing team to ensure the timely launch of Synergy FX landing page. For sharing reports and tasks we used Email; Skype, Jira, and Slack allowed to solve urgent issues. These communication channels were also good for audio and video conferences. Well-organized communication enabled to complete the project with zero compromises on performance and time.

Project Management Methodology

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 all — the developers, our software engineers, as well as the client’s IT Department — be more productive and stay connected. The Kanban methodology enabled us to make cycle times shorter, deliver features faster, and reduce waste of time by removing activities that don’t add value to the team.Rapid feedback loops allowed team members to be more motivated, empowered and higher-performing.

PROJECT TIMELINE

1 week

2 weeks

5 months

Background

First Sight

Analysis of the client's business processes
Specifying strengths & weaknesses
Setting development goals with the client
Deriving specification, tasks & deadlines

Strategy

Planning

Business Process modelling
Technology selection

Project Management Flow

Team forming
Internal communication flow establishment
Project Management Methodology Selection

Development Flow

Development Methodology

Implementation

System Implementation

System requirements’ analysis
Roles and tasks assignment

Software Development

User Interface Designing
Code Development & Refactoring
Testing & Fixing

Launch

Verification of safety requirements
Item integration and Unit testing
Client’s Employees Training
System Launch
Deploy & Support

Design Development

Our User Experience Designer and a User Interface Designer, working in cooperation with the client’s in-house IT department developed a user interface design for the landing page. It was based on the conducted research of the competitor’s pages in order to create the most convenient, customer-focused design, which will be easily understood by the users.