Project Bread: SNAP Campaign
This project built off of a full website redesign with Project Bread, the largest hunger relief nonprofit organization in Massachusetts. Building off of my research and strategy work on that project, I led strategy to create a second website to support individuals accessing SNAP benefits in MA, and supported brand strategy on a campaign dedicated to increasing access to and de-stigmatizing SNAP benefits.
My Role
UX Research
For this project, I led UX Research for Project Bread’s website redesign and their second project, Getting SNAP. I spoke with internal stakeholders as well as direct service staff to understand the needs of SNAP recipients accessing the new website.
UX Strategy
Building off of the UX Strategy I did for the main Project Bread website redesign, I led strategy for the Getting SNAP website, ensuring that content was accessible and user friendly.
Brand Research
During the campaign phase of this project, I led brand research via interviews and surveys to understand the perceptions of SNAP from both current and past recipients and the community at large.
The Problem
Role at this phase: Researcher
Skills: Interviews, survey, collaborative workshop
Getting SNAP Website: Prior to its redesign, Project Bread’s sub-site, Getting SNAP, was cluttered, and not accessible. However, it was still one of the main websites current and potential SNAP recipients in MA were using to access information about SNAP. It needed a complete overhaul to better provide information and answer questions SNAP recipients had about eligibility and the application process.
SNAP Campaign: During the pandemic, the need for financial assistance for food drastically increased. Massachusetts estimated that 700,000 people in MA were likely eligible for SNAP, but weren’t receiving benefits. They needed a coordinated effort to increase education and engagement.
The campaign research culminated in a report that included two key research phases: initial SNAP discovery followed by interviews and surveys with SNAP recipients and the general public.
The report included key details on the SNAP program at large and in MA
The second phase of the research including surveys (conducted on Usability Hub) and interviews with current and former MA SNAP recipients
The end of the research phase for the Getting SNAP website included a report and presentation with key findings from user interviews and a collaborative workshop.
The research findings from this phase laid the foundation for the strategy work in the next phase.
The Process
Role at this phase: Strategist
Skills: Sitemap, wireframes
Getting SNAP Website: Building off of my research of needs of SNAP recipients in MA, I built a strategy focused on ensuring priority content, such as eligibility requirements and recent federal updates were prominent and easy to find. I also focused on leading users to key actions, including calling Project Bread’s FoodSource Hotline and chatting with a case manager at Project Bread. The website needed to be translated into Spanish, and the ability to do this needed to be easily accessed.
SNAP Campaign: Following the research phase of the SNAP campaign, I provided support for the brand and design team as they created the visual artifacts of the campaign.
The new website's strategy focused on promoting key information and actions.
A robust FAQ section was added to the new site to help answer user questions.
The homepage coming to life in design.
FAQs in design
Interviews with SNAP recipients in MA helped inform SNAP campaign messaging.
My research indicated a need to de-stigmatize SNAP in order to increase engagement.
The Outcome
Role at this phase: Strategist
Skills: QA
Both the new Getting SNAP website and the SNAP campaign were viewed as huge successes: Project Bread FoodSource hotline operators reported a decrease in call volume (prior to the start of the pandemic), indicating that users were finding the information they needed on the Getting SNAP site. Additionally, anecdotal evidence indicates that more SNAP recipients were realizing their eligibility and applying for SNAP in MA, achieving the goal of the campaign.
This project was supported by:
Creative Director, leading campaign design
Brand Director, leading campaign brand
Two designers
Developer
Project Manager
The SNAP campaign was sponsored by the City of Boston