Amplifying positive behavior change.
Prodega is the result of applying design thinking to a call for new ideas within the convenience store industry of New York City, the bodegas. In an effort to bring healthy choices to a market place traditionally known for its unhealthy offerings, Prodega approaches behavior change by focusing on bodega owners, understanding their needs and reframing risks into marketable opportunities that simultaneously provide realistic choices and streamlined access to bodega customers. In understanding various touch points of individual stakeholders throughout this system, we can adapt insights into actionable criteria for the entire service of Prodega.
Challenge: The NYC Department of Consumer Affairs put out a call for a design of a stoop line stand to sell fruits and vegetables at bodegas. This was in response to the abundance of cheap and unhealthy convenience food options that lead to higher rates of health issues among residents.
Insight: Bodegas need more than just a fruit stand and many past initiatives targeted the customers. Analysis and research revealed an opportunity in focusing on bodega owners, their business goals, and on a designed solution that can influence both supply and demand within the food system centered around bodegas.
Outcome: Prodega is a hybrid of a for-profit and non-profit business model designed to provide active participation by aligning the needs of key stakeholders, provide support mechanisms with feedback loops for owners, and leverage existing resources in order to create systemic change towards the well being of customers.
Methods: Design-led research, Ethnographic research, Service Prototypes, Service Design Blueprints, Systems Mapping, Market Research, Product Design, Branding
Experience: One-on-one research with key stakeholders; Transformed user research insights into actionable criteria; Identified existing and reusable resources; Front and back-end analysis; Rapid prototyping
Value: Prodega is an opportunity for individuals to realize their full potential and participate as active citizens in society.
- Featured in Next City, "Your Neighborhood Corner Store Could Best Blue Apron"
- Recipient of the William Randolph Hearst Scholarship, 2015
- Featured in Fresh Grad, lecture series hosted by AIGA/NYC, June 2015
- Collaborators: Ashley Graham and Leah Cabrera Fischer, Transdisciplinary Design, Parsons the New School for Design, Spring 2015