Feeding America

  Source: Feeding America

Source: Feeding America


Personal Responsibilities

  • Participated in in-context design research with system stakeholders to empathize people in the system
  • Created stakeholder map and service blueprint to understand current service and look for new design opportunities
  • Created a desirable service strategy and implemented in a feasible technological solution
  • Designed a viable business solution to make the service sustainable in non-profit organization
  • Prototyped the physical touch points to test design directions
  • Organized meetings and planned tasks to facilitate team members' fullest potential


How might we more effectively capture and serve produce, dairy, eggs and prepared food from our retail partners directly to our food insecure neighbours with limited mobility?

 Source: Feeding America

Source: Feeding America



First, we focused on in-context design research with current stakeholders from store managers to people experiencing food insecurity to deeply understand their role, responsibilities, interactions and motivations. We demonstrated a journey map and a stakeholder map to flesh out our insights more clearly for current system.

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After learning critical information and clearly mapping out the system, we participated in an excursion to investigate analogous services. We visited Evanston ReBuilding Warehouse to understand their delivery system and Play It Again Sports to understand their collecting second hand sport equipment procedure and security check process to avoid purchasing stolen items.

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After in-contex interviews, excursions and secondary research, we utilized findings to get inspired and shape our design directions. We made service blueprints to illustrate the stakeholders in our service solution and their interactions.

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We also created a storyboard to visualize our service solution to be able to test the idea with prospective users. In addition to the storyboard, we prototyped physical and digital experiences to test our solution with stakeholders to get their feedback and to iterate quickly in early stages of design process.



We have designed a new service called NeighbourFood which consists of a rescued food home delivery program that utilizes the existing food insecure network to provide food to individuals with limited mobility. This system create microcommunities in which personal interaction and trust is a key component of reliable food delivery.

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Two Feeding America employees picks up rescued perishable food from agreed retails' location and drives truck to the designated location to sort and distribute the rescued food. The food is inspected and sorted into individual bags based on dietary restrictions, and a label is added to each bag that indicates the recipient's name and address. Volunteers then arrive at the truck by their car to pick up the food for their recipient and also for themselves to deliver it directly to recipient's home and take one bag for themselves.

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We utilized people's desire to support the current system by creating connection between different types of users. Therefore, NeighbourFood provides opportunities for people who are experiencing food insecurity and have car to serve and give back to their community.

We presented our solution to Feeding America senior service designers and executives and also Greater Chicago Area Food Depository's managers. Our design created excitement and Feeding America employees got excited to add our service design to their roadmap.


Main Takeaways

  1. It is so crucial to understand team members-- their values, their mindset and their expectation of the project-- at the beginning of the project development. In this way, one can avoid internal fractions that slow the project due to the differences in these items. This can be achieved through setting goals, a clear mission and vision, and by clear communication methods to the team.
  2. Service design requires a lot of time where one needs to work on small details to motivate every stakeholder in the system. However, setting the general idea really clearly as a team and making sure that everybody is on the same page are crucial strategies that teams need to follow before going into details.
  3. Expressing ideas is as important as designing the ideas in the design world. Therefore, sparing a good amount of time for designing visual expressions and creating stories are important to inspiring and telling ideas clearly to clients.