MAERSK OIL

DIGITAL AND AUTOMATION VISION FOR MAERSK OIL

It’s almost impossible to define where digital starts and ends – it enables everything we do in business. Fjord worked with Maersk Oil to define a digital and automation vision that would encourage the organization to think and move as one, support their overall business strategy, and define leadership’s ambition for a future state in which all employees and stakeholders could see value.

As the Oil and Gas industry gears up for a long future of low margins, companies must optimize, collaborate and innovate to use resources more wisely, and create value in new ways. Maersk Oil asked Fjord to help them respond to industry shifts by creating solutions that would fully exploit existing and upcoming technologies to their best potential.

MORE THAN JUST A TECH JOURNEY

Our digital and automation vision required a mindset shift. New ways of working enabled different decision-making processes which, in turn, resulted in efficiencies. Maersk Oil’s executives have hopes that it will enable long-term business success, including recruiting and retaining talent.

CLARITY FROM COMPLEXITY

Fjord’s interviews and workshop techniques gave Maersk Oil’s executives and stakeholders a framework in which to clarify and prioritize their goals, and to identify how they would achieve them together.

NO IDEA IS A BAD IDEA

Sometimes, the most unlikely suggestions can yield pure gold. In our workshops with thirty of Maersk Oil’s senior employees, we liberated them to put forward all ideas they had. When people have the freedom to be creative, they have space to consider all possibilities.

This digital and automation vision is not just a tech journey, it requires a mindset shift and success is realised in the right mix of people and technology. Value comes out of the different ways of working that enable a different decision making and resulting efficiencies.
Troels Albretchsen Chief Technology Officer, Maersk Oil
PEOPLE-CENTERED DESIGN PROCESS

We believe a human-centered design process is the most powerful method to solve organizational, product, and solution challenges, ranging from high level strategy to granular operations.

Maersk Oil executives wholly embraced our approach, which brought together stakeholders from across the business, and enabled them to explore and collaboratively create a digital and automation vision that opens up exciting new opportunities for the company to pursue.

FINDING FOCUS

Fjord facilitated collaboration among a large group of executives and senior stakeholders – both at a central and local level – to identify and prioritize their goals and set out clear methods for achieving them.

For seven weeks, Fjord worked with a cross-functional Maersk Oil team to identify which key stakeholders they should involve, to plan the project’s initiatives and to shape workshop activities. We conducted interviews with stakeholders across the top organizational levels, identified patterns and insights, and took the overall pulse of the business.

CONTEXT IS KING

The team combined the resulting findings with industry trends to lay the foundations for a workshop with thirty Maersk Oil senior employees. The workshop guided participants through generating diverse concepts and creating draft vision statements. Finally, the appointed cross-functional core team converted the findings into concepts and scenarios that would support the Executive Board as they finalized the vision in a second facilitated session with Fjord.

The work we did together with Fjord was instrumental in defining both a tangible vision and a well defined scope for the coming years.
Henrik Tirsgaard Head of Corporate Technology & Innovation, Maersk Oil
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