GAGA Menjačnica — currency exchange & precious metals platform in 22 languages

GAGA runs several currency exchange branches in Novi Sad and sells investment gold and silver. Its customers are unusually international: locals, tourists, students, cross-border shoppers and investors — who all want the same thing, fast: today's rate, the nearest open branch and a reason to trust the dealer.

Exchange rates change daily and have to be shown precisely, next to the official reference rate of the National Bank of Serbia, so customers can compare transparently. At the same time the site had to explain investment products such as gold coins and bars to people who have never bought gold before — in their own language and, for Serbian, in both Latin and Cyrillic script.

We treated the platform as a data product first and a website second. The rate table is the heart of the site, so the architecture is built around getting rates on screen instantly, in a format that works on a phone at the counter as well as on a desktop.

Internationalisation was designed in from day one instead of bolted on: every language has its own URL, correct hreflang alternates and locale-aware formatting of numbers, dates and currencies. Serbian is served in both Latin and Cyrillic, and non-Latin languages such as Chinese, Russian, Ukrainian, Greek and Bulgarian are first-class citizens of the layout.

Because many visitors arrive with one specific question, we designed short paths: rates and converter on the home page, a quick price list for gold and silver, branch locations with maps, and a direct WhatsApp contact for larger transactions.