For the past four years, I’ve been designing, refining, and optimising Cuckoo’s join journey — the key flow that takes a potential customer from interest to onboarding. Initially created while I was part of the Growth squad, the flow has evolved alongside Cuckoo’s expanding product catalogue, with continuous data-driven improvements to boost conversion and user satisfaction.
When we first launched the join journey, the goal was simple: create a smooth, user-friendly sign-up process that could grow with the business. Over time, the flow has adapted to new products, pricing structures, and regulatory requirements. Working closely with Cuckoo’s two other product designers, we regularly release updates to enhance clarity, efficiency, and customer delight.
One example of this iterative approach was a redesign of the plan selection step. By moving certain unique selling points (USPs) out of the plan cards and into a dedicated section below, we reduced cognitive load and improved scanability. An A/B test with 40,000 sessions showed a nearly 1% lift in conversions from this step to the next — a significant gain for such a small change.
The join journey is a collaborative effort. I work closely with Marketing to ensure our messaging aligns with the broader brand strategy, and with Legal to confirm every detail meets industry regulations. I also partnered with engineering to bring small moments of delight into the experience — including animated Lottie illustrations, which I designed in After Effects and our Head of Engineering implemented.
The join journey remains one of Cuckoo’s most important digital touchpoints. As our products and customer base continue to grow, so will the flow — with every change measured, tested, and designed to make joining Cuckoo as effortless as possible.
