Service Design & Product Design

Supporting SME communities with Twill by Maersk


Twill by Maersk


Market Research, Service Blueprint, Ideation, Service Prototyping


2 weeks

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The Problem

Twill approached us with the issue of acquiring and retaining SME customers. They were hopint for short term grow their customer base while also helping with their customer relations. In our desk research and expert interviews, our team identified trust and relationships as key points that can aid in tackling this objective. We looked at what direct competitors were doing in terms of customer support and we also examined case studies of companies in other sectors and how they deal with customer acquisition and support. These served as the base for our ideation.

How might we develop brand loyalty among existing customers, while acquiring new prospects?

Primary & Secondary Research

To better understand the market, our team conducted desk research, looking into logistics trends and news. We also had the opportunity to interview key stakeholders at Maersk and Twill to hear their needs and insider perspectives. Through this research, our team identified trust and relationships as key points that can aid in tackling Twill's objective of fostering better relations with SMEs.

Research Question

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Service Development

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Prototyping & Testing

We started by using storyboards to frame different user scenarios. These scenarios served as the base for our user flow diagrams which we then translated into screen layouts. We wanted to integrate the community feature seamlessly into the existing Twill platform, so we decided to connect it through the top navigation bar and to add CTA buttons throughout the platform which allowed the user to start a booking, driving them back to the main Twill service. We also added rewards section the the profile as well as a referral page to help with customer acquisition.

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Mapping out the Stakeholder Ecosystem

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Service Concept

The Twillers service consists of the community platform, where SMEs can connect and share digital logistics knowledge and the loyality program, which rewards SMEs with booking discounts for interacting in the community and for referring new prospects.

The features of the community platform and loyalty program include:

  • forum discussions
  • forum discussions
  • Twill updates and logistics news
  • networking connection
  • customer support
  • features feedback
  • referrals and rewards program
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    Final Prototype

    We created a final prototype, using the Twill branding, to present our design proposal to Maersk. You can try the prototype below:

    App Demo

    (please disable your extensions (privacy badger, ublock etc.) to use app demo)

    The final service presents benefits for both users and for the Twill and Maersk team. For SMEs, it provides them:

  • access to digital logistics knowledge and updates to Twill and logistics news
  • networking opportunities and with other businesses and partners
  • customer support
  • loyalty rewards
  • For the Twill and Maersk team, it can provides them with:

  • direct customer feedback
  • increased brand visibility and improved reputation
  • an additional channel through which to drive traffic to Twill
  • improved customer relations and loyalty
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    Check out my other work