How do we make 
shipping as easy
a plane ticket? The Twill case


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 Sonar 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 Randbøll, CEO at Twill

The Challenge

Twill and Sonar 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.

Therefore, Twill had to gain deep insights into the core needs of their customers, their experience working with Twill’s platform at the time, and their inputs, to develop a new, specifically tailored booking flow – allowing them to create the most intuitive and simple platform for shipping.

As a result of Twill’s needs, 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 SMEs.

The Solution

In essence, three different aspects would combine to create the perfect booking experience for Twill:

  • Identifying their customers’ core needs
  • Assessing how well Twill’s current offering served them
  • 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. As such, Sonar began to conduct two studies on the core needs of the customers in the specific niche segment of shipping professionals in small SMEs around the world.


These studies allowed Twill to gain insights into the 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 its 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, Sonar tested Twills prototypes to constantly refine their offering, making the booking flow as smooth as possible.

The Outcome

Throughout the entire development process, Twill executed 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 utilised design thinking as a methodology to bulletproof the customer experience.

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