Cinnox had a powerful platform buried under a clunky interface. Customers couldn't understand what the product actually did, and the website to dashboard transition felt like two different companies. Mobile users were basically forgotten, and sales happened almost entirely offline because the website confused people. My job was to make Cinnox's value obvious and get people from "what is this?" to "I need this" to "I love using this" without falling off along the way.
I joined M800 initially as a UX consultant to evaluate Cinnox's digital presence. After identifying critical issues with their user experience, my role expanded to project manager overseeing the complete redesign. This dual perspective gave me unique insight – I understood both the design challenges and the business needs. I talked to actual customers to understand their frustrations, created layouts that prioritized what mattered (not what the dev team thought mattered), and built wireframes people could test before we committed. As the project evolved, I managed a cross-functional team while maintaining hands-on involvement in the design process, ensuring our vision remained consistent from concept through implementation.
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I started with research, then sketched solutions, tested them with real users, and refined until things clicked.
I spent weeks talking to customers and watching them struggle with the existing site. Instead of guessing what they wanted, I mapped their actual journeys from curious visitor to paying customer to daily user. The biggest challenge was making technical features understandable, so I created three focused use cases that showed concrete benefits rather than vague promises.
The old mobile experience was basically unusable. I rebuilt key workflows from scratch considering thumbs, small screens, and interrupted sessions. This meant completely rethinking how information was organized and prioritized..
Competitors offered limited solutions - LiveChat only did chat, Tollfreeforwarding just handled calls. I made the website highlight Cinnox's key advantage: connecting all communication channels seamlessly..
The agent dashboard was where the real work happened, but it was a mess – too many clicks, confusing layouts, and virtually unusable on mobile devices.
I talked to agents to understand their daily headaches – they needed to see customer history across channels, manage conversations efficiently, and handle tasks even when away from their desk. The existing dashboard failed them on all fronts.
Starting with this research, I completely rethought the experience:
Simplified the home view to show what agents actually care about: today's conversations, response time, and customer satisfaction.
Combined channels in one place so agents could see a customer's entire journey – whether they called, emailed, or used the chat widget.
Built with responsive design so everything worked smoothly on phones and tablets, not just desktops. The layout automatically adjusted to different screen sizes, and touch targets were sized appropriately for fingers instead of mouse pointers.
Redesigning pages one-by-one would've been a nightmare. Instead, I created a flexible design system that made the whole project more efficient.
I started with rough sketches of key pages, then noticed I was drawing the same elements repeatedly. That's when I switched to building a component library instead of designing each page from scratch.
This project taught me that good design solves real problems. By talking to actual users first, we built something that made sense to people, not just something that looked nice.
The biggest win wasn't just the numbers (though 63% more conversions was great) – it was seeing agents actually want to use the product. Building a component system instead of one-off pages turned out to be the smartest move, letting us create new features in days instead of weeks.
I took these lessons to HSBC later, using the same approach to simplify their banking interfaces. Listen to users, focus on what matters, and build systems that can grow – that's what works..
