
CONFIDENTIAL
Defining Next-Generation Integrated Logistics
Role: Customer research, Product strategy, Product Design, Service Design, UX Design, Business Model design, Hypotheses design and testing
When Maersk in 2024 launched its Integrator vision and strategy toward 2030, each business unit was set to define how they would enable the corporate vision of Integrated Logistics. This created an opportunity for teams to envision their future business and innovate on how to start and further scale, while maintaining alignment across business units.
Within the Ocean and Logistics Solutions team, we were tasked to develop both a long-term strategic vision as well as start small to capture customer demand across different segments, sizes, and region.
The project is confidential.
Building a strategy for differentiation and customer satisfaction
I developed a long-term strategic vision that amplified the corporate strategy while proposing a new value proposition and business model. The model focused on leveraging Maersk’s as a holistic system to create a competitive advantage. The business model emphasized recurring revenue over transactional relationships and strong organizational partnerships.
To understand what drove our customers' transportation decisions we tapped into the central research studies, and simultaneously I created various solutions concepts while designing a concept validation research study. We also ran quick experiments on our online platform to test core hypotheses across different regions and demographics.
We needed a way to track learnings and inform decision-making including in our design process existing solution that were already in the market at different regions. I created a comprehensive decision-making framework based on hypothesis-driven design that could adapt to any solution at any lifecycle stage.
3
MVP solutions concepts
+5
types of solutions
30%
of Solutions using the decision framework
1
Business Innovation
Living the strategy is paramount for moving innovation forward
As part of a major strategic shift, balancing clear early proof points with experimentation was crucial to senior stakeholders. Getting strategic alignment across all levels of an organization is essential to create the space and mindset for both innovation and learning while delivering concrete business value at every step.
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