Industry

Utilities

Client

Cuckoo

Year

Cuckoo

Built and scaled a category-defining broadband brand to acquisition.

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Cuckoo was built to challenge a broken category — creating a broadband experience customers could actually trust. As co-founder, I led product, design and experience from initial proposition through to national scale and acquisition by Fern (Octopus).

The UK broadband market is dominated by poor customer experience, low trust and minimal differentiation. Most providers compete on price — not experience — creating an opportunity to redefine the category.

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We built Cuckoo as a product-led business from day one. The focus was on creating a clear, differentiated proposition and delivering a seamless, end-to-end experience — from acquisition through to ongoing customer relationship.

— Defined the product proposition and category positioning — Designed the end-to-end customer journey — Built and scaled product, UX and design systems — Led cross-functional teams across product, tech, brand and marketing — Shaped a distinct, experience-led brand in a commoditised space