HiFX
“"The new site sets us apart from the competition and positions us in the online world as a leader in our field. It has transformed the way we look and enhanced our efficiency, particularly through a content management system that enables us to post fresh content every day. We’re convinced the site’s going to capture the attention of clients and potential clients, underscoring our authority in this business and also positioning us as leaders, not just in what we do but also in how we do it."”
-Glen Jones – CIO & CMO – HiFX.
Summary
From a visual and user-interface perspective, HiFX required its digital brand to complement the recently updated main brand positioning. At the same time it sought to invest strategically in applications that would lay the foundations for the next stage of development, embracing the technologies of Web 2.0.
In terms of content management, HiFX wanted its marketing and business managers, in each territory, to be able to upload content without the time-lag involved in using IT personnel for the task.
The site needs to support services for both private individuals and businesses, each with distinct requirements; without detracting from the stature and purpose of either. On the one hand, it’s as a user-friendly source of financial data which empowers on-the spot decisions, constantly updated, reliable, comprehensive and accurate. On the other hand, it needs to allay user fears about the once-in-a-lifetime transaction, building trust through experience and specialist foreign exchange intelligence.
Challenge
From a visual and user-interface perspective, HiFX required its digital brand to complement the recently updated main brand positioning. At the same time it sought to invest strategically in applications that would lay the foundations for the next stage of development, embracing the technologies of Web 2.0.
In terms of content management, HiFX wanted its marketing and business managers, in each territory, to be able to upload content without the time-lag involved in using IT personnel for the task.
The site needs to support services for both private individuals and businesses, each with distinct requirements; without detracting from the stature and purpose of either. On the one hand, it’s as a user-friendly source of financial data which empowers on-the spot decisions, constantly updated, reliable, comprehensive and accurate. On the other hand, it needs to allay user fears about the once-in-a-lifetime transaction, building trust through experience and specialist foreign exchange intelligence.
Solution
Conchango staff tapped into the heart of the HiFX business to understand it as well as the client. The project employed an Agile method called Scrum and the client was afforded total involvement through the best practice of co-location. Regular formal reviews offered HiFX complete exposure to the project progress. This provided the opportunity for reprioritisation based on user experiences, team discussions and refinements to emerging requirements.
To develop an easy-to-use website structure, customised by region, Conchango’s user experience was invaluable. Fictional people (user persona) were created; with behavioural patterns, dreams and needs, based on the client’s interpretation of their representative customer types. These personas dictated the design focus, whilst user-testing contributed significantly to creating user-relevant content. Conchango also engaged with real customers throughout the project, testing concepts, designs and language usage; an open sharing of needs and opinions ensured that the site would dovetail with the user decision-making process. Ultimately, such in-depth user involvement helped create intuitive navigation.
Result
On the very first day that the new site was simultaneously launched in four regions, HiFX experienced a huge leap in the number of leads generated.
Dozens of account sign-up requests were received in the first 30 minutes; particularly encouraging since this was one of the new features added to the site. Their own clients have provided enthusiastic feedback, describing the site as being of a higher quality than HiFX competitors, easy to use and very informative.
The core communicate on objectives have been achieved.
The three major operational objectives have also been achieved: Firstly, one site now drives both sides of the business, providing clear and relevant calls to action.
Secondly, the empowerment of business staff to load their own updates, from data to articles to a comprehensive range of regularly changing supportive information, has integrated the site with the business, ensuring that it serves the commercial needs of the organisation.
Thirdly, one site serves all four regions, a key consideration which generates economies of scale whilst reinforcing global brand perceptions.
Technical Description
Conchango selected Sitecore’s Content Management System based on Microsoft’s .NET 2.0. Sitecore integrates with the standard Microsoft set of business tools, and can consume external data sources and use them as its own. In ‘CMS Watch’ September 2006, Sitecore was placed in the Midmarket Mainstream, ahead of its competitors with regards to configurable workflows and localisation/ globalisation, which were both important requirements for HiFX.
Glenn Jones, Chief Marketing Officer for HiFX, says that the re-purposed ‘shop-front’ has created a platform to use Web 2.0 technologies to drive e-commerce during 2007.
Regarding Conchango, and its use of Agile methodology, Glenn found the Scrum project management disciplines to be rigorous:
“The team was of very high calibre and I found that Agile approaches meant that we were continuously updated and in control at every step. Working in short cycles we saw real deliverables fast and regularly; total and unswerving focus. Conchango’s innovation has enabled us to innovate.”
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