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How do we make shipping as easy as booking a plane ticket?


Twill, a Maersk brand, is a company focused on facilitating logistics for small and medium sized businesses. Its goal is to create the simplest, easiest and most intuitive shipping experience in the industry. To fulfil this mission, Twill partnered up with UserTribe to infuse its development with customer insights and ensure a far superior logistics experience with a relentless focus on increasing customer value.

How do we make the experience of booking cargo as easy as booking an airline ticket, a taxi or a hotel?

Troels RandbøllCEO at Twill

Business Objective

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.

Design thinking as a methodology

Throughout the entire development process, Twill executed on seven customer iterations, starting from evaluating the existing booking flow before moving on to innovating the new solution – iterating and testing all the way from concepts to prototypes to secure a successful launch. Twill utilized design thinking as a methodology to bulletproof the customer experience.

Innovate to grow

Speed up the innovation process and come up with new winning market concepts faster.

Build to win

Get the digital product or solution right the first time and build it faster with less resources.

Launch with success

Win the market faster and maximize ROMI by developing GTM strategies and campaigns based on deep customer understanding.

Optimise & rethink

Stay ahead of competitors by continuously monitor and optimize your digital solutions with a customer centric approach.


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.

What is Twill?

Twill, powered by Maersk, is a new logistics service for small and medium-sized businesses that enables new ways of working. Shipping cargo door-to-door, over land and sea, Twill helps you focus on what you do best by taking care of the logistics.


shipments per month


minutes to book a shipment


countries connected worldwide


happy customers

Intuitive platform

An intuitive platform, from signing-up to placing a booking in moments – all while keeping your documents online in one place so you never miss a thing.

Localised Service

Personalized service, access to a 24/7 call support that delivers help in 30 different languages.

Shipping Priority

Loading guarantee, get the same access to freight shipping priority as the world’s biggest brands, regardless of size.

Track & Trace

Transparency, track and trace your cargo on its journey, be proactively informed and provided with workflow tools to keep on top of deadlines and tasks.

Global coverage

Global coverage, the ocean freight service ensures reliable delivery to over 150 countries.
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