SPRING 2023 • 5 WEEKS
The brief.
The inspiration behind this project came out of an article written by my brother--an investigative story published locally in the Sacramento Bee. This was the title of that article:
Nearly 1.5 million California seniors could get help to buy food, but don’t. Here’s why
At the time, as a student benefiting from CalFresh, California’s food stamp program, this story resonated with me. How are this many people not utilizing such an important resource that is available to them? And how is nothing is being doing to address the lack of enrollment from the government’s side? These questions and my brother’s article began this project.
Two-thirds Californians over the age of 60 do not participate in CalFresh, even though they qualify.
Reports from the United States Department of Agriculture Food and Nutrition Service (USDA FNS) show that eligible seniors in California had the lowest participation rates compared to any other state (Rocha, 2022). As the senior poopulation continues to increase, ensuring adequate nutrition is essential to contributing to overall health of Californian seniors.
Why?
1
Confusing and long application process
2
People don’t know that they are eligible
3
Stigma around food insecurity
CalFresh
California’s implementation of the federal Supple- mental Nutrition Assistance Program (SNAP), formerly known as the Food Stamp program, which provides financial assistance for purchasing food to low-income California residents.
sen·ior cit·i·zen
an elderly person, especially one who is retired and living on a pension.
food in·se·cu·ri·ty
a lack of consistent access to enough food for every person in a household to live an active, healthy life
guiding question
How might we redesign and supplement the CalFresh application clarifying and easing the process to increase enrollment of eligible individuals over 60?
method
redesign and supplement
goals
clarifying and easing the process
audience
eligible individuals over 60
IDEO Learn
Affinity Mapping
Using one of the IDEO “learn” methods, I affinity mapped out the problem to grasp a better understand. Using research from various articles and talking to people in the field, I visualized the issues and factors contributing to the lack of senior enrollment in CalFresh.
IDEO Look
Fly on the Wall
Using this observational IDEO method, I wanted to gain a better understanding of the user painpoints when completing the original physical CalFresh application. I observed this user, Joan, as she struggled to complete the application, speaking her thoughts and struggles out lout. Below are some of the quotes that stood out to me.
Physical Application
Info Supplement
Lo-fi Iterations
Physical Application
Info Supplement
Marketing Campaign
Mid-Fi Iterations
The solution.
A multipart solution,
to a multifaceted problem.
A
Physical Application & Info Supplement
Physical Application
Info Supplement
For the physical application redesign, the goal was to clarify the questions, and organize the form in a way that eased the user experience. Drawing from the online application redesign, the low opacity text boxes have replaced an overwhelming amount of black boxes. With the leading increased on text and parts of the application clearly separated, the form
The supplement info handout serves as a summary of the CalFresh application and approval process, what one needs to apply and how CalFresh can be used. By providing the user with this supplement, they have a clear understanding of a broad overview of CalFresh.
B
Application Submittal Process Redesign
Application Approval
Process Overview
Halfway through this project, I realized that a redesigned physical application would not be enough to increase enrollment. Half the problem was that it was hard to get to these applications as seniors who lack access to online platforms.
Through a physical digital stand, this solution combines digital advertising with the physical redesigned materials allowing users to read the signage, gain a broad overview understanding of CalFresh’s benefits, and grab a packet of everything they need to apply.
These digital stands would be placed in two main locations based on user habits and locations they go routinely. Given the senior audience and relevant to the issue of food insecurity, the two locations identified were grocery stores and medical offices.
C
Targeted Marketing Stragtegy Campaign
Info Supplement
campaign messaging
You could be eligible to get money for groceries.
Grab an application at your local grocery store or medical office and apply today.
Here’s how CalFresh works.
PUBLIC TRANSPORTATION ADVERTISING
Public transportation advertising serves an important role of this advertising campaign given the target audience. Many seniors do not drive, and instead, take public transportation as a main way of getting around.
As the world becomes fully digitalized, we are leaving behind some of our most vulnerable populations.
Accessibility must be at the forefront of design, not an afterthought.
Download a pdf of this project process book here.