My Role

As Lead Product Designer, I:

• Conducted extensive user research, including interviews and observations with 20 Customer Service agents.
• Collaborated closely with the Product Manager and backend engineers to align user journeys with API capabilities.
• Designed detailed user flows, wireframes, and high-fidelity prototypes grounded in our existing design system.
• Facilitated weekly design reviews and usability testing sessions with agents to iteratively refine features.

Approach & Process

1. Discovery & Research
   • Conducted qualitative research to understand pain points and workflows.
   • Mapped existing tools and identified key inefficiencies and data silos.
   • Prioritised core user journeys for MVP scope based on agent feedback and business goals.
2. Technical Feasibility Alignment
   • Worked closely with backend engineers to understand API constraints and capabilities.
   • Adapted user flows to fit technical realities, balancing ambition with practicality.
3. Design & Prototyping
   • Created wireframes and interactive prototypes demonstrating consolidated workflows.
   • Used a secondary colour palette within our design system to visually distinguish the tool while maintaining brand cohesion.
4. Testing & Iteration
   • Presented designs weekly during customer service standups, gathering live feedback.
   • Conducted remote usability testing to validate usability and task efficiency.
   • Incorporated feedback into iterative design updates to optimise the tool.

Outcome & Signals of Success

• The tool reached a mature design state with positive validation from 20 agents actively involved in testing.
• The team was prepared for launch with fully designed, tested flows aligned with technical infrastructure.

Unfortunately, due to Cuckoo’s acquisition by Octopus Investments, Flock was not launched as the business consolidated on the Kraken CRM platform. Despite this, the project stands as a strong example of designing complex, integrated tools in a highly collaborative, cross-functional environment.

Reflection & Learnings

This project highlighted the importance of deep collaboration between design, product, engineering, and frontline users to tackle complex workflows.

I refined my ability to:

• Balance technical constraints with user needs to craft pragmatic yet user-friendly solutions.
• Maintain momentum and morale in long projects, even amid uncertainty.
• Communicate design rationale clearly to diverse stakeholders.

Flock remains a testament to the impact of user-centred design and agile collaboration in transforming operational tools.