CONFIDENTIAL

Strengthening Ocean Transportation Resilience

Role: Workshop Design & Facilitation, Opportunity Design, Scenario & Storytelling

Despite Maersk's very high revenue from 2020 onward, Ocean identified the need to reimagine their product portfolio to manage forecasted unfavourable market cycles in 2023. Ocean was looking to identify and design opportunity spaces that would leverage their global scale, assets, and technology, while truly differentiating them in the market.

The project is confidential.

Identifying and designing opportunities that infuse resilience for the customer and the business

Working with Product leadership and my design colleague, we designed a 3-day Product Strategy workshop to engage the product development function. Our goal was to help the team adopt an innovation mindset, look at the broader context with fresh eyes, and think like a startup. The core outcome would be experiments we could quickly test for customer desirability.

We structured the session in three parts:

  • Context: Grounding participants in the broader environment Maersk operates in, including macro-trends, customer and business outcomes, and the company's SWOT profile

  • Opportunity: I led exercises where participants used imagination and synthesis to create spaces where Ocean could deliver impact for customers and business

  • Action: Through ideation and prototyping, participants created potential solutions that maximized value in selected opportunity spaces, with concrete experiments that could launch within a week

PESTLE Analysis

SWOT Exercise

Customer & Business outcomes

Opportunity Space Design

4

Opportunities designed

25

Ideas generated

3

Portfolio concepts

+10

Experiments

Engaging stakeholders with an experimentation mindset

The team shared results with leadership, technology, and other stakeholders, adopting scenarios and storytelling. More than 10 experiments were designed soon after, resulting in a refined portfolio that delivers personalized service to customers while removing complexity and increasing trust.

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