Online Program

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

Tuesday, November 5, 2013 : 8:50 a.m. - 9:10 a.m.

Martelle Esposito, MS, MPH, National WIC Association, Washington, DC
Joey Zeledón, BFA, Industrial Design Consultant, New York, NY
Cecilia Richardson, MS, RD, LD, National WIC Association, Washington, DC
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.

Learning Areas:

Assessment of individual and community needs for health education
Other professions or practice related to public health
Program planning
Public health or related public policy
Social and behavioral sciences
Systems thinking models (conceptual and theoretical models), applications related to public health

Learning Objectives:
Define “journey mapping” Describe how journey mapping is being used as a tool to identify policy and programmatic innovations in the WIC Cash Value Voucher program Design a journey map for a public health program or service

Keyword(s): WIC, Policy/Policy Development

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the Public Policy Nutritionist at the National WIC Association (NWA) headquarters in Washington, DC working on WIC advocacy, policy analysis, policy and health research-related communications, and policy innovation projects. Prior to joining NWA, I worked on a number of federal nutrition policy issues, including Child Nutrition Reauthorization and the Farm Bill, and was involved with several obesity prevention and food access-related studies.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.