Twill and UserTribe immediately gravitated towards the same goal – making the experience of booking cargo as easy as booking a flight ticket. Twill concluded that smaller businesses rarely have internal capabilities for shipping, no dedicated department, nor educated staff – and most often just one person handling this task.

Intuitively, this gives rise to the need for a hassle-free self-service platform that can easily facilitate shipping and logistics needs, without the need for extensive experience in the area. In effect, this meant that Twill had to create a whole new digital system for booking shipping – transforming the entire experience.

In consequence, Twill had to gain deep insights into the core needs of their customers, their experience working with Twill’s current platform at the time, as well as recurring customer input into the development of a new, specifically tailored booking flow – allowing them to create the most intuitive and simple platform for shipping.

Hence the development was done as an iterative process with their core customers throughout the development process. Customers were defined as B2B professionals responsible for shipping in smaller SME’s.

In essence, three different aspects would combine to create the perfect booking experience for Twill: Identifying their customers’ core needs, how well these needs are served by Twill’s current offering, as well as developing a new, more intuitive booking flow.

Twill knew that it was paramount to include the voice of their customers in every step of the development process, and as such UserTribe began by conducting two studies on the core needs of the customers in the specific niche segment of shipping professionals in small SME’s around the world..

By extension, Twill gained insights concerning what pains, frustrations and joys its customers felt in their daily tasks, as well as its dreams and hopes of what would make up the best experience possible. In combination with examining Twill’s current booking flow and identifying how well its current solution matches their customers’ expectations, needs and shipping abilities, Twill could start building the booking flow of the future.

Over four different iterations, from early-stage prototype to launch, UserTribe tested Twills prototypes to constantly refine their offering, making the booking flow as sharp as possible.

Twill managed to consistently experience month-to-month volume growth by constantly developing solutions in close collaboration with customers, and aims to connect 100,000 SME’s to international trade by 2025.

By integrating real human insights from their customers iteratively in the development process, Twill managed to get a head start on realising its mission to make booking shipping as easy as booking a flight ticket.