Twill, a smart scale-up under the umbrella of Danish company Maersk, partnered with us to develop a new platform tailored to small business owners, streamlining their container shipments to and from more than 160 countries.
What was our angle to make this into a success? With a user-friendly and intuitive interface, that supports users each step of the way to booking a container shipment, we aimed to make this process as easy as booking an airplane ticket.
Twill's impressive global reach and outstanding results speak for themselves—more than 2500 new customers joined in a year, leading to the shipment of over 200,000 containers (TEUs). This was a welcome addition to Maersk’s yearly 4.200.000 mln TEUs.
Collaborating with Twill's data experts, we established a methodology that integrates research and testing into the design and development process. By continually optimising based on this data, we significantly increased the conversion rate of the booking flow, as well as the number of active and returning visitors.
Improving ease of use for visitors worldwide was a top priority. We tackled diverse languages, currencies, and time zones through extensive research and iterative design to ensure the best solutions.
We streamlined the booking flow and enhanced container management and tracking, providing users with clear visibility of their containers' whereabouts and estimated arrival times. Additionally, the administration process in the new, user-friendly self service environment became a breeze.
As Twill is a scale-up under the umbrella of Danish Maersk, it exemplifies the digital transformation that Maersk is currently undergoing. A leader in end-to-end services for a target group with limited logistics experience, Twill's customers benefit from Maersk's robust capabilities, including load guarantees that secure space on board for their containers—providing peace of mind in a market where 20-30% of containers end up on a later ship than intended.
Enabling seamless collaboration between a scale-up and a large multinational like Maersk necessitated a clear integration and transformation strategy. This allowed us to integrate processes and technical structures, to create a shared user journey that caters to the diverse needs of their customer segments.
Next to the Twill platform, we established a design system — allowing the teams to reuse the same components across the platform. This approach simplifies scalability and localisation, empowering designers and developers to focus on enhancing the platform's potential, instead of thinking twice about every button.
Our successful partnership with Twill earned us two Dutch Interactive Awards (DIA) in the Digital Transformation and B2B Experience categories. The jury saw this case as a transformation in optimal form. According to the jury report: "They have created a start-up within the company with its own mandate and full support. The business is sound, scales thoughtfully, and sets an example for the entire organisation. It undoubtedly delivers a global business case in a huge market."
