🚚 Insight to Impact: Making the invisible visible in B2B logistics 

Helping a logistics provider grow by turning a hidden service into a strategic partnership for customers

Note: To respect client confidentiality, some project specifics have been intentionally left out.

Project Summary

  • Client: Leading logistics provider, Nordics (repeat client)

  • Timeline: 4 months (2025)

  • Industry: Logistics | B2B Services

  • My Role: Lead CX Researcher & Service Designer

  • Team: VP Innovation + 5 domain experts (Nordics & Baltics)

  • Expertise: Customer Research • Service Design • Strategy • Facilitation • Capability Building

Challenge

A leading Nordic logistics provider has an underused service with huge potential, but low market awareness, unclear positioning, and inconsistent internal understanding limited growth and revenue. Sales teams lacked the tools to engage the right customers, and the service value was not clearly defined or communicated.

The goal: Unlock the growth potential of a high-value logistics service by clarifying its value, aligning internal teams, and equipping sales with tools to engage the right customers.

Approach

I led a 3-phase discovery and validation process to reposition the service based on real customer needs, and enable internal teams to drive successful service delivery:

  1. Discovery Research
    45+ exploratory interviews revealed major operational pain points tied to inefficiencies, data issues, and lack of control, highlighting trust and transparency as key outsourcing prerequisites.

  2. Value Proposition Testing
    30+ concepts tested with 29 stakeholders. Customers favored clear, context-specific value messaging over generic offers. Surprisingly, some winning ideas were already in my client’s service portfolio but customers were unaware they were available. 

  3. Solution Validation
    Co-created and tested 3 delivery models via low-fidelity website mockups through 26 interviews. Modular entry points, tailored onboarding, and ongoing support emerged as critical to building long-term trust and partnerships in outsourcing B2B logistics.

Examples of concept cards and low-fidelity mockup. Client content removed for confidentiality.

Outcomes & Impact

  • Secured a signed pilot within two weeks of final presentation -- a strong signal of market readiness

  • Validated and repositioned the service offering based on real customer needs

  • Delivered a clear, modular service model that builds trust and addresses unique operational challenges for a variety of customers

  • Equipped and aligned internal teams with a focused go-to-market strategy

  • Built internal capability in research and service design to support future scaling

  • 10/10 client rating for quality & execution

“This project's outcomes exceeded expectations and gave us a clear path forward.”

— Client VP Innovation

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