Rebranding for a large Japanese technology and printer company

Team project for RICOH

The Challenge

Customers easily switch printer provider. Printing and technology company Ricoh asked our team in the Flightcase master study trip how to improve customer loyalty. Our team focussed on Ricoh’s brand and UX, while the other team’s focus was on customer retention and services.

Teaching Design

Next to the challenge, Ricoh employees wanted to learn design thinking methodologies while being involved in the project. It meant that together with 3 other Delft design students, and 2 Ricoh engineers from Japan, we tackled the challenge. It included doing design workshops about branding, user interviews, customer journey mapping, visual thinking. It was fun to see our Japanese colleagues learn!

The Outcome

We figured that all printing companies seem to offer the same thing. As a customer company, how to choose between printer providers? They offer somewhat similar products, services, price. How to stand out as Ricoh, so that customers do not want to change anymore? By talking to users, we found a possible differentiating factor for Ricoh. Customers have the need for more ease of use concerning printing technology. With a rebranding programme and improved user experience, Ricoh can set itself apart from its competitors by providing the best user experience. This way, they can become the brand that people want to stick with.

My role and impact

During this team project, I led the project concerning the brand and strategy together with another strategic design student. Leading sessions to create a brand DNA and an appealing value proposition. Apart from that, I did a user interview and customer journey mapping workshops together with the Japanese employees.

Brand Strategy, User Experience, User Interface Design, Customer Journey Mapping