Revolutionising freight shipment management for clients with detailed tracking

Maersk Go (previously know as Twill) serves small and medium-sized businesses that ship goods infrequently, often only once every three to six months. Because shipments take time and status updates were limited, customers lacked insight into where their cargo was and what was happening along the way. As a result, the Customer Support team was overwhelmed with questions that stemmed from uncertainty rather than actual issues.

Scope
When shipments are delayed or change hands between vessels and trucks, a lack of transparency increases anxiety. Users worried about problems they could not see or understand. This created unnecessary pressure on support teams and weakened trust in the service, even when operations were running as expected.

Challenge
The core challenge was working with tracking data that was not frequently updated and came from a fragmented, unreliable data flow within Maersk. The tension lay in deciding how much information to surface without creating false certainty or misleading users when data lagged behind reality.

Timeline
I worked at Maersk Go for 8 months. This specific project ran for two months. A key uncertainty was whether customers would find map-based tracking valuable at all. To reduce risk, we validated the concept through a Proof of Concept before committing to a full MVP.

My role
I was responsible for designing the Proof of Concept, analysing data metrics of the result, and translating the findings into an MVP design for shipment map tracking. My scope covered the end-to-end design of the tracking experience, from concept validation to the first production-ready version.

Approach
The work started with analysing competitor tracking solutions and reviewing an internal Proof of Concept created during a hackathon. Based on these insights, I designed a new Proof of Concept and tested it to validate users curiosity and desires. The results were presented to stakeholders with a clear recommendation to move forward with an MVP, which I then designed in detail.

A key design decision was to clearly communicate the timestamp of the latest data update. Instead of hiding uncertainty, the interface acknowledged that some information might be outdated. This helped users understand that an update could still be coming, often with more information, and reduced unnecessary concern.

Outcome
The project resulted in an MVP map-tracking experience that gave users clearer insight into their shipment’s journey. By setting expectations around data freshness, the design reduced confusion and helped prevent avoidable support requests. Validation was qualitative, grounded in user feedback from the Proof of Concept and stakeholder alignment. The base of this Map Tracking solution is still used and developed upon after more than 4 years of initial launch.