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TRANSCRIPT
From WIC to Table Using a Journey Map to Identify Innovations to Increase CVV Redemption Rates
Martelle Esposito National WIC Association March 5, 2013
Journey Maps
• Visualize customer processes, needs, and perceptions during a service
• A design industry process, it is used to identify opportunities to improve customer experience in order to achieve a desired outcome/behavior
“Traditional techniques such as focus groups and surveys, which in most cases simply ask people what they want, rarely yield important insights. The tools of conventional market research can be useful in pointing toward incremental improvements, but they will never lead to those rule-breaking, game-changing, paradigm-shifting breakthroughs that leave us scratching our heads and wondering why nobody ever thought of them before." Tim Brown, CEO and president of IDEO
Why Use Journey Maps and Design Thinking to Solve Consumer Problems?
• Can provide insight on a particular population
• Can identify problems/inconveniences in the consumer experience
• Can provide insight on barriers to achieving a behavior
Quantitative and Qualitative Data Enhance the Journey Map Process
• Helps to visualize the client’s experiences and relationships with many different people and components involved in the WIC client’s journey
• Helps to identify opportunities for improving the WIC client experience at many different touch points in the journey to ultimately achieve optimal redemption and consumption of healthy WIC foods – In national and state policy – In vendor management – At the clinic – At the retail outlet
Why Use a Journey Map for WIC?
• Inspire pilot projects in clinics, local agencies, state agencies, in grocery stores
• Inform new research opportunities
These Ideas Can …
The WIC Client Journey
Pre-clinic travel To clinic
enter clinic
nutrition education session
receive checks
leave clinic
post clinic
pre-retail outlet
enter retail outlet
produce section
other grocery sections
checkout counter
leave retail outlet
post retail outlet
“pre”-preparing meals
preparing meals
serving meals to family
post-serving meals to family
• Pre-clinic • Transportation to clinic • Enter clinic • Nutrition education
session • Receive checks • Leave clinic • Post-clinic
• Pre-retail outlet • Enter retail outlet • Produce section • Other shopping sections
of retail outlet • Checkout counter • Leave retail outlet • Post-retail outlet
• “Pre”- preparing meals • Preparing meals • Serving meals to family • Post-serving meals to family
The WIC Client Journey: Touch Points
Using a Journey Map and Design Thinking to Brainstorm Potential Ideas to Make the WIC Client Experience Better at a Few Selected Touch Points
The WIC Client Journey
Pre-clinic travel To clinic
enter clinic
nutrition education session
receive checks
leave clinic
post clinic
pre-retail outlet
enter retail outlet
produce section
other grocery sections
checkout counter
leave retail outlet
post retail outlet
“pre”-preparing meals
preparing meals
serving meals to family
post-serving meals to family
Touch Point: Client Navigates the Produce Section of the Grocery
Store
Human Interactions: children, family, produce employee, other food retail customers
“Which fruits and vegetables should I get? What vegetables did my nutritionist say were the best? What will I do with them? Will my kids eat them? How do I know how much the items cost? Here is a scale. I’ve never used one of those before. What’s it’s purpose? Does the scale tell me the price or does it just tell me the weight? I need to add up my items. I need to write them all down. Where is the calculator in my phone? “ How do I get to just $10? I don’t want to ask for help or buy the pre-bundled items because I don’t want my community to know I need WIC. I am just going to grab a few items and check out. ”
What Thoughts May Be Running Through the Client’s Head? What Emotions is She Feeling at that Touch Point?
“I cannot go over the $10 because I do not have any extra money this month. I have $0.60 left on the CVV, but what could I buy for that little? I can’t figure it out, so I am just going to leave.“ Frustration/Giving up
“I don’t want to ask for help or buy the pre-bundled items because I don’t want my community to know I need WIC. I am just going to grab a few items and check out.“ Embarrassment
“I need to get in and out of the store fast because my baby won’t stop crying. I am just going to get a few fruits and vegetables and leave.” Time-constrained
Continued
• Phone plans with rollover minutes • SNAP EBT card unused values roll over
from month to month
Thinking about Analogies
• CVV Debit Cards with rollover potential – CVV Vouchers are set dollar values can translate
easily into a debit card – EBT technology not as complicated as full WIC food
package EBT – Technology already exists in every state for SNAP – A card could
• Reduce stigma • Eliminate confusion and anxiety to get to exact value of the
CVV • Store easily in a wallet • Hopefully result in less unused value over the course of a
whole year
Potential Opportunities for Improvement
The WIC Client Journey
Pre-clinic travel To clinic
enter clinic
nutrition education session
receive checks
leave clinic
post clinic
pre-retail outlet
enter retail outlet
produce section
other grocery sections
checkout counter
leave retail outlet
post retail outlet
“pre”-preparing meals
preparing meals
serving meals to family
post-serving meals to family
Human Interactions: children, family, none
Touch Point: Preparing Meals
• “How do I get my kids to eat these vegetables? I am going to follow this WIC recipe and hope for the best” Anxiety
• “I am grateful for the recipe ideas, but I wish I were a better cook and didn’t get so frustrated and confused all the time.”Hesitation
• “My mom and sisters don’t cook healthy food, so there is really no one to turn to for help in the thick of cooking. So, sometimes I just give up.” Low self-confidence
What Thoughts May Be Running Through the Client’s Head? What Emotions is She Feeling at that Touch Point?
• The successful WIC Breastfeeding Peer Counselor Program
• Behavior change support groups like in the Weight Watchers Program
• Teams: “We are in it together” mentality • Nutrition Interventions Targeting Parenting
Skills and Skills Sharing
Thinking about Analogies
• Nutrition Education Peer Counselors – Similar to breastfeeding peer counselors but
focusing on shopping, cooking and getting kids to eat healthy food
• Peer Support Groups – Moms share ideas and experiences on
shopping, cooking, and getting kids to eat healthy WIC foods
Potential Opportunities for Improvement
• Journey Mapping is a design tool that can be used to help identify opportunities to improve the WIC client experience
• Innovations identified in this presentation – CVV Debit Cards with rollover potential – Peer counselors/support groups for shopping,
cooking, and getting kids to eat healthy WIC foods
Summary
• We found journey mapping to be useful in identifying creative potential solutions to improve CVV redemption rates • Journey mapping can help state and local health programs identify policy and programmatic possibilities specific to their programs • Journey mapping can help to determine opportunities for future research and pilot programs
Conclusion
• Try creating a WIC client journey for the specific populations you serve
• Incorporate journey mapping into your agency’s research plans or store improvement strategic planning, potentially involving product and service designers in the process
• Report the ideas that you brainstorm or pilot test to NWA
What Can You Do?
Questions?