Automated and unified freight quotation experience at Hapag-Lloyd

The Challenge

In the shipping industry, visibility and efficient resource allocation are essential to staying competitive. Without the right tools, shipping firms struggle to anticipate demand and plan effectively. For one of the largest international shipping and container transportation companies in the world, fragmented and outdated systems hindered the ability to offer an efficient quoting process and to upsell value-added services such as carbon offsetting or cargo insurance.

With increasing pressure from evolving regulations and the need to streamline operations, Hapag-Lloyd faced the challenge of creating a more seamless and automated experience that not only improved operational efficiency but also aligned with the growing demand for better service standards and customer engagement.

We partnered with the client to enhance its quoting, creating an experience that reflected the high standards set by modern B2C industries. The aim was to offer a more personal, customizable experience for customers, making it easier to track and plan for shipments, and ultimately driving higher, more consistent revenues.

The Approach

Working closely with Hapag-Lloyd, we applied an iterative approach over several weeks to design and develop new user flows. The focus was on intuitive interactions, speed, and unification of the client’s web apps, ensuring a consistent experience and creating new upselling opportunities.

Recognizing that the client operates in a B2B environment with end-user interactions, we adopted a B2C-driven journey to better understand the customer experience and needs. We began by conducting an in-depth analysis of the customers’ pain points, followed by creating a prototype that addressed those challenges. Through external and internal user testing, we refined the solution, incorporating feedback in real-time.

This hands-on, feedback-driven approach allowed us to continuously iterate on the new quotation experience. With each test, we improved the system to ensure that it not only met regulatory requirements but also enhanced customer experience. After several phases of testing and refinement, the solution was ready for launch.

The Results

Over the course of approximately seven months, we transformed Hapag-Lloyd’s quoting into a unified, automated system that now offers an airline-like experience. The new engine enables the client to better predict demand and generate greater customer commitment for value-added services. Through testing with 22 international customers, we pinpointed weaknesses in the old system and iterated on the design to ensure it delivered real value for users. The new UX has significantly improved the speed of quotations, enhanced system resilience, and reduced downtime – minimizing frustration for both employees and customers. With the focus now on a unified customer journey, the client can easily offer a broader range of products, ensuring that more services are pushed through the system.

What began as a challenge to modernize the quotation process has resulted in a long-term partnership. We’re now in a phase of continuous improvement, refining the system further based on user feedback. This collaboration represents a significant step towards a more agile, customer-centric shipping industry, and our success in implementing this solution sets the stage for future innovations.

About the client

Hapag-Lloyd AG, founded in 1847 and headquartered in Hamburg, is a global leader in container liner shipping, with a rich history that dates back to its founding companies, Hamburg-Amerikanische Packetfahrt-Actien-Gesellschaft (Hapag) and North German Lloyd. With over 150 years of innovation, the company has grown into one of the world’s largest and most respected shipping lines. Hapag-Lloyd provides a wide range of services, including container transportation, vessel management, and logistics solutions, operating worldwide.