Ricoh USA Case Study

The Client

Ricoh is a global manufacturer of printers and copiers and a leader in information mobility. They operate in 14 countries across North and Latin America and maintain 35 websites in 4 languages. Key web properties within Ricoh Americas include the following:

  • Ricoh-USA, Ricoh-Canada and Ricoh-Latin America are public websites that provide prospective and current customers extensive information about Ricoh, Ricoh Americas and their extensive products and services.
  • is the portal for current customers to make purchases and manage their accounts (meter reads, pay invoices, etc.)
  • Major Ricoh Americas customers also have custom portals (extranets) to aid them in doing business with Ricoh.

The Challenge

Ricoh Americas hired new executive leadership for their e-commerce Digital Sales organization and launched strategic initiatives within Digital sales to improve key Business to Business e-Commerce performance indicators (KPI’s) including:

  • Increase web property traffic
  • Increase web based leads
  • Increase average order value
  • Minimize order cost
  • Maximize percentage of orders placed online (vs. phone orders)
  • Minimize reduced abandoned carts

In support of these goals, Ricoh created a dedicated Product Management organization and established 3 new cross-functional agile teams made up of Ricoh USA and Infosys (Global provider of IT software staffing services) onshore and offshore personnel.
PWP was engaged by Ricoh Americas Digital Sales product management leadership to provide guidance, training, coaching and program management services to support the newly formed Digital Sales product development program.

The Pacific West Partners Solution

PWP performed a detailed assessment and provided Ricoh with the following services:

  • Trained and coached 5 software teams & 2 business teams, a number of product managers, SME’s and the Digital Sales Program leadership on key agile principles (Adaptive Planning, Quality Assurance, Requirements Management and Agile/scrum Delivery.)
  • Worked with product management to define the initial 2014 requirements backlog for three functional work streams (content and navigation, selling tools and personalization)
  • Facilitated the evaluation, selection and adoption of an enterprise Agile requirements/project management tool for Agile backlog prioritization, user story grooming, defect tracking and sprint/iteration management
  • Provided hands-on technical program/project management, requirements management, QA and application architecture services for the program delivering dozens of new features across Ricoh USA’s public facing and dealer websites.
  • Provided Agile training to digital sales marketing, merchandising and analytics teams. Established and facilitated cross-functional software, product management, marketing, merchandising and analytics roadmap coordination via every iteration scrum of scrums (SOS)meetings and JIRA user story backlog grooming and prioritization
  • Helped the Digital Sales organization screen and staff BA’s, QA, Scrum Master, technical lead and developer candidates as well as balance Agile teams via strategic assignment of key team members.
  • Helped facilitate the Digital Sales 2015 strategic planning and ideation sessions
  • Facilitated the development of a web Content Management System (CMS) RFP and worked with the cross-functional evaluation team to evaluate suppliers and perform proofs of concept on the selected product.
  • Provided Information Architecture (IA) and e-commerce Front End Developer (FED) staff augmentation to address gaps in the Digital Sales product development team.
  • Facilitated a number of team outings and celebrations in order build team esprit de corps and morale (dress up Halloween party, release celebrations, go-kart races, etc.)
Dan Sagherian
Senior Information Architect,
Ricoh Americas
Paul Reed of Pacific West Partners has become an integral part of our team, providing both Agile and overall Project Management Guidance. He’s a consummate professional who knows how and why to get things done. He not only understands project management and Agile inside and out, he has a bottomless understanding of the SDLC and systems overall. Paul is also a great guy and truly fun to work with. I highly recommend him to any company looking to improve their project management process or get started with Agile development.

The Results

The Agile teams have delivered dozens of features across the content and navigation, sales tools and personalization work streams that have significantly improved the digital sales KPI’s of increased web traffic, lead generation, order value and total sales as well as reduced cost to serve via new and more effective web self-service features.
Furthermore, Paul worked with the software development, product management, IT management, marketing, merchandising and analytics leadership to encourage and lead them in embracing improved collaborative communication, team role alignment, project transparency, etc.