From WIC to table: Using a journey map to identify policy and programmatic innovations to increase cash value voucher redemption rates

Since the implementation of the revised WIC food packages in 2009, Cash Value Vouchers (CVVs) have allowed WIC clients to purchase fruits and vegetables as a part of their monthly food benefits. Unfortunately, the average reported state CVV redemption rate is just 79%.

Using a design industry tool called “journey mapping,” we identified several policy and programmatic innovations to improve the WIC client experience with the goal of increasing CVV redemption rates.

Traditionally used by for-profit companies, journey mapping helps users visualize customer thought processes, needs, perceptions, and emotions during many touch points of a service to identify ways to improve the customer's experience and ultimately achieve a desired outcome or behavior.

In January 2013, in conjunction with survey data on CVV redemption, we mapped the WIC client's journey from the clinic to the retail grocery outlet, to the dinner table. We considered the client's thought processes, human interactions, and experiences that could influence her voucher redemption decisions. In doing so, we discovered new innovations that could be helpful in meeting our goal: 1) Using a debit card concept to allow unused CVV dollar values to carry over to the next month; 2) Utilizing peer support groups for grocery shopping and meal planning.

We found journey mapping to be useful in identifying creative solutions to improve CVV redemption rates. Journey mapping can help state and local health programs identify policy and programmatic possibilities specific to their programs. Additionally, it can help to determine opportunities for future research and pilot programs.