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Online Booking
Bringing air-cargo booking online at maersk.com — and shaping the vision for unifying booking flows across all modes of transport.
Bringing air-cargo booking online at maersk.com — and shaping the vision for unifying booking flows across all modes of transport.
Maersk had long offered ocean booking online — but the faster, more time-critical modes still ran through a salesperson. This is the story of bringing air cargo online at maersk.com (and laying the foundation for inland), and how that work grew into a vision for booking every mode of transport in one place.
The problem
Ocean shipments could already be booked online. But for air — and the other modes — booking still meant going through a salesperson, even for a single, small shipment. Rates came back through a person, with little transparency, after a chain of manual steps. For air cargo that was a real dealbreaker: air exists for things that have to move now, and a flow that depended on several people taking action before anything could be booked was too slow for the exact moment customers needed it.
01 — Shipped globally
I owned UX/UI for the launch — designing alongside a junior designer and twelve developers, working with air-cargo experts, marketing and business across regions. The hard part wasn't the screens. It was three decisions.
Business expected a single, linear flow. But over 100 usability tests — prototyped in Figma, validated in Maze — pointed somewhere better: separating the moment of commitment from the paperwork gave customers the satisfaction of locking their price while filling in the details later. It launched globally in Q3 2023. The same approach also laid the foundation for bringing inland booking online.
The insight
Can I see air next to ocean, inland and LCL — and decide for myself?
The question behind the North Star
Testing surfaced a bigger need. Customers didn't just want air booking online — they wanted to weigh it against every other way to ship, and choose with their eyes open. That insight wouldn't leave me alone.
02 — Self-initiated vision
On my own time, in the evenings, I designed a vision for what booking on maersk.com could become. Before, a customer needing quotes went to different parts of the site for air, LCL, FCL or inland — each quote around ten minutes to fill in, repeated for every mode, with separate places again for spot versus contract.
My concept turns it around: tell us your requirements once, and see every option in a single, comparable view — €500 over 40 days by ocean, €2,000 over two days by air — with recommendations and filters, spot and contract side by side.
The Figma prototype was highly endorsed by senior leadership and became the official North Star for the team that owns this experience — by which point I had moved on to lead the enterprise platform.
