In the diagram below, $ABC$ is a triangle. Given that $\overline{AD}=\overline{BC}$, $\angle ABC=120^{\circ}$, $\angle BDA=3\phi$, and $\angle BCA=2\phi$, determine the measure of $\phi$.
Construct the equilateral triangle $BQC$ and the parallelogram $ABPD$. Angle chasing gives $\angle DBC = \phi$, $\angle DAB\cong PBQ \cong BPD=60^{\circ}-2\phi$, $\angle BDP = 120^{\circ}-\phi$. $\triangle BPQ$ is isosceles, thus $\angle BQP\cong\angle BPQ=60^{\circ}+\phi$. It follows that $BQPD$ is cyclic. It follows that $\angle BPD=60^{\circ}-2\phi$, thus $\angle BQD=60^{\circ}-2\phi$. It follows that $\triangle BQD$ is isosceles, and so is $\triangle DQC$. It follows that $\angle DBQ\cong\angle QDB = 60^{\circ}+\phi$. It follows that the angles of the triangle $DQC$ is $60^{\circ}+2\phi+60^{\circ}+2\phi+2\phi$. Thus $\phi=10^{\circ}$.
It feels as if there should be a simpler geometric solution. Can you come up with one?



[I like your synthetic solution. One could always brute force it out with trigo.]
From sine rule on ABD, $ \frac{ BA} { \sin 3 \phi} = \frac{AD}{ \sin (120^\circ - \phi)}$
From sine rule on BAC, $\frac{BA}{ \sin 2 \phi} = \frac{BC} { \sin (60 ^ \circ - 2 \phi)}$
Hence, $\frac{ \sin 3 \phi} { \sin (120^\circ - \phi) } = \frac{BA}{AD} = \frac{BA}{BC} = \frac { \sin 2 \phi} { \sin ( 60 ^ \circ - 2 \phi )} $
Expanding this and solving for $\phi$, bearing in mind that $\phi < 30 ^ \circ $ from geometric considerations, gives us $\phi = 10 ^ \circ$.