Industry

Utilities

Client

Cuckoo

Year

2020-2025

Building a category-defining broadband brand from scratch.

Role

Co-Founder & Chief Product Experience Officer

Scope

Product, Brand, UX/UI, Growth

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The challenge

Broadband had become a low-trust category dominated by legacy providers, confusing pricing and poor customer experience. Most brands treated acquisition, product and customer service as disconnected functions.

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The insight

We believed the opportunity wasn’t just better branding — it was designing a broadband business where product, customer experience and growth worked as one connected system.

The approach

— Create a telco experience people could actually trust — Reduce friction across the full customer lifecycle — Build a scalable product and design system from day one — Align commercial growth with customer experience quality

Execution

— Defined the core proposition and category positioning — Led design of the full digital experience (web, app, onboarding, self-serve account) — Designed customer journeys and operational systems with increasing automation and self-serve capability in mind — 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

— 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 we designed the entire business — product, service, operations and communications — as one connected experience system.