Building a category-defining broadband brand from scratch.
Co-Founder & Chief Product Experience Officer
Product, Brand, UX/UI, Growth
Cuckoo was created to challenge a stagnant broadband market dominated by legacy providers with poor customer experience.
We set out to build a brand and product that felt fundamentally different — simpler, more transparent, and genuinely customer-first.
The category was broken:
— Confusing pricing and hidden fees
— Poor digital experiences
— Low trust and high churn
Most competitors optimised around infrastructure and pricing — not experience.
We approached this as a product and experience problem, not just a brand or marketing challenge.
The goal was to:
— Create a clear, differentiated proposition
— Design an end-to-end experience that built trust
— Align product, brand and growth into a single system
Every decision was grounded in simplicity, clarity and performance.
Execution
— Defined the core proposition and category positioning
— Designed the full digital experience (web, onboarding, account)
— Built a scalable design system and product foundation
— Led product, design and experience across growth and optimisation
— Shaped brand, tone and communication to reinforce trust and simplicity
Outcome
— Scaled from early-stage startup to national brand
— Built a high-performing acquisition and conversion engine (Paid Ads > Marketing Site > Signup Funnel)
— Established a differentiated position in a commoditised market
— Directly contributed to driving key group performance metrics such as reducing CAC, churn, CTS and driving subs, ARPU and retention.
— Built and scaled high-performing product, experience & creative teams
— Contributed to acquisition by Fern (Octopus Group)
Cuckoo worked because product, brand and experience were never treated as separate disciplines — they were designed as one system.
