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Megan Braley and Victoria PerezThe University of the ArtsMasters of Industrial DesignGraduate Thesis
Growlots PhiladelphiaIntegrative Development for Philadelphia’s Urban Agriculture Movement
This thesis proposes that the design process of observation, research, and interviewing, can be used to prototype and implement a system that enables communication and transparency for members of the urban agriculture movement.
Thesis Statement
Context Research Proposal & Development
Addressing A Wicked Problem
Agri-Food System
Farmers, Processors, Packagers, Distributors, Vendors, Consumers
Philadelphia’s Urban Agriculture Movement
Nonprofits, Growers, Local Government
Context Research
- Philadelphia Healthy Food Network, Joanna Holsten RN, MS< http://www.philadelphiahealthyfoodnetwork.org/>
-Issues on Evaluating Food Crisis Warning Systems, Bruce Currey-The Flinders University of South Australia < http://www.unu.edu/unupress/food/8F062e/8F062E06.GIF>
Proposal & Development
Wicked Problems
Concept Developed by Horst Rittel - 1973,Building Shared Understanding of Wicked Problems. 2006. CogNexus, 9 Apr 2010. <http://cognexus.org/id42.htm>
Any problem, “for which each attempt to create a solution changes the understanding of the problem.” Wicked problems, or complex problems, often affect systems because they are made up of many intertwined components.
Context Research Proposal & Development
Context Research
Observing a Problem
Researching History
Working withStakeholders
Re-Analyzing the Problem
Applying Key Concepts
Examining Models
Verifying with Stakeholders Strategizing
a Plan
Developing the Proposal
Thesis ProcessProposal & Development
1. The Treaty of Penn with the Indians, Benjamin West, Oil on Canvas, 1771-72< http://upload.wikimedia.org/wikipedia/commons/1/15/Treaty_of_Penn_with_Indians_by_Benjamin_West.jpg>2. A View in the Kensington Mill District, Public Ledger Photo, c. 1870 - 1920< http://www.workshopoftheworld.com/kensington/kensington_files/page3_1.jpg>3. Southwest Philadelphia, 20th Street, < http://farm1.static.flickr.com/157/428757794_690ca5048e.jpg>
“A Country Green Towne”
Workshops of the World
Deindustrialization Food Access Points Minimized
Local Food Movement Rises
Philadelphia’s Food HistoryContext Research
1673 1880 - 1920 1950 1960 1970
Proposal & Development
EERG NSGROWF A R M S
Saul Agricultural High School
N G A
H
H
H
H
2000 2010Mariposa
FoodCo-op73
74PHILADEPHIA
GREEN
PENN T TEAS1 8 5 576
83
86
87N G A
S AREH
84
88
PHI LA BUNDAN EC
FOX CHASEFARM
92
94
98
weaverswaycoop-FARM
SPI NF A R M I N G R
01
THEMILLCREEKTHEMILLCREEKFARMFARM05
10
09
08
WYCKHOMEFARM
FairmountPark
GROWERSALLIANCE
500
99
Farm to City
common market
1970 1980
73weaverswaycoop-
1990White Dog
Cafe
MostGardens 00
00
07
1960 60
CoopExtensionProgram50
CommunityGardensDevelop
53
19504319401800 27
08
PUFN
MAYOR’S OFFICE OF SUSTAINABILITY
07
Grower Education BusinessFood Shed Government Collaboration
Constant Growth With Limited ResourcesContext Research Proposal & Development
How do I sell food?
No grantsthis month.
Can I growfood here?
People slowme down.
Money is tight.
I can’t finishanything!
I alwaysneed money.
How can Ido my work?
Who do I talk to?
Consolidateeveryone.
Must write new policies.
I’m tired of this process.
SellMore Food!
Food Security!
GrowMore Food!
Food Access!
Food Culture!
NutritionEducation!
HealthyEating!
HealthierCity!
EatMore Food!
Vacant land use!
Beautify the City!
HealthierCity!
Realities of Sustaining Your EffortsInitial Excitement
Competition Over Limited ResourcesContext Research Proposal & Development
Participatory design is a process that involves all stakeholders to create the most relevant solution.
“It assumes that workers (the user/client) themselves are in the best position to determine how to improve their work and their work life.”
Participatory Design: Principles and Practices by Douglas Schuler and Aki Namioka
Interviewing: Participatory DesignContext Research Proposal & Development
NonProfits Growers Government
“There are turf wars between nonprofitsbecause missions overlap.”
“It would be nice to know what people are doing, to share resources, get physical help, and share ideas.”
“The food system is very complicated, it’s a multidisciplinary problem so it needs a multidisciplinary solution.”
Interviewing The Stakeholders
Context Research Proposal & Development
1. The system is not seen as a whole.
2. Present efforts are not coordinated between organizations.
3. Progress is slow because the future plans of the stakeholder groups do not align.
Synthesizing Data: Key ProblemsContext Research Proposal & Development
• “2,010 gardens by 2010” slogan
• Government, Nonprofits, and Growers actively developing “growing guidelines” together
• 44% of residents grow a portion of their own food
Seattle: Model of CommunicationVancouver: Model of Collaboration
• Clear categories
• Information builds through exploring the website
• Distinct identity for the movement
Studying Other CitiesContext Research Proposal & Development
Shaping Strategy, To redefine the terms of competition ... through a positive galvanizing message that promises to benefits to all who adopt the new terms.
Communicative Action, Communicating free of manipulation so that the conversation is open and transparent
Organizational Effectiveness, The extent to which an organization has met its stated goals and objectives ... how well it performed in the process.
Coordinated Action, The action of agents involved are not egocentric but based on the reaching an understanding.
1. Shaping Strategy in a World of Constant Disruption. Harvard Business Review. Hagel, John III, et. al. Oct. 20082. A Challenge to Traditional Economic Assumptions: Applying the Social Theory of Communicative Action to Governance in the Third Sector”. Millar, M. E. and Abraham, A . 2006.3. The Kronkosky Charitable Foundation. Nonprofit Organizational Effectiveness, Research Brief. 20074.A Challenge to Traditional Economic Assumptions: Applying the Social Theory of Communicative Action to Governance in the Third Sector”. Millar, M. E. and Abraham, A . 2006.
Key Findings From Literature ReviewsContext Research Proposal & Development
Power of Coordinated EffortContext Research
• The ability to put WHAT is being accomplished before WHO is contributing the work.
• Acknowledging all tools and resources presently available to a group so that future steps are not redundant.
Proposal & Development
• Mapping according to organizational alliances
• Mapping funding relationships from national, state, and city providers.
Mapping RelationshipsContext Research Proposal & Development
White DogCafe Farm to City
EERG NSGROWF A R M S
THEMILLCREEKTHEMILLCREEKFARMFARM
weaverswaycoop-FARM
MariposaFood
Co-op
Greening Education and Resources
Farmer’s MarketSupport
Food Distribution
Support
Nutrition Education
Campaigning
GrowingWith
Youths
Farm Start-UpSupport
Equal Market
Opportunity
Farmer Skill
Development
SustainableFarming Model
Current Organizational Hierarchy
Setting Reputations Aside
White DogCafe Farm to City
EERG NSGROWF A R M S
THEMILLCREEKTHEMILLCREEKFARMFARM
weaverswaycoop-FARM
MariposaFood
Co-op
Greening Education and Resources
Farmer’s MarketSupport
Food Distribution
Support
Nutrition Education
Campaigning
GrowingWith
Youths
Farm Start-UpSupport
Equal Market
Opportunity
Farmer Skill
Development
SustainableFarming Model
Start-Up Support
GreeningEducation and
Resources
NutritionEducation
Campaigning
SkillDevelopment
Networking
FoodDistribution
Support
SustainableModels
GrowingWith
Youths
Market Support
Equilibriumcreating a need-based system
Equalizing the ResourcesRemoving Names
Strategic Plan of ActionContext Research Proposal & Development
Cataloging Philadelphia’s ResourcesContext Research Proposal & Development
Investigative ActivitiesContext Research
NEWS
I N T E G R A T I V EDEVELOPMENT
We started our graduate thesis three weeks ago, and have been focused on defining the connections between non-for-profits, businesses and municipal departments involved in urban agriculture initiatives. Our process for defining these relationships has been to interview many of you. We have asked you what you think needs to happen to transform the urban agricultural movement into a cohesive, effective system.
Many opinions have been voiced. Some of you believe that with more public interest, the local government would be forced to change the zoning codes and land ownership laws necessary to expand the available farmland in the city. Others believe that there is a lack of defined leadership, which is needed to organize all of the individual efforts. While the Department of Parks and Recreation and the Office of Sustainability are now in charge of enforcing the food equity goals of GreenWorks Plan, many feel that it has been difficult for the government to take on these responsibilities because non-for-profits and community-based businesses have been addressing them for so long. Some of you believe that it would help the movement if there were a better-established meeting place for collaboration and the exchange of ideas to take place. Others have voiced a need for a general inventory of the available resources including: land, people, tools, events, etc, while there also seems to be a bit of confusion about the ability to garden/farm on park lands and if money can or should be made from public property.
We are processing all of your perspectives in an attempt to reconcile your needs. We hope to align them with our goal of using design to “make sense of things” in order to help the urban agriculture movement develop into a cohesive, effective system, that will enable the production of more affordable, healthy food for all of Philadelphia.
Making Sense of Things
We have enjoyed working with all of you and would like to thank you for all of the information and feedback you have given us to this point, and we hope that you will continue to voice your opinions.
Please be on the look out for our next newsletter coming February 26th and for up-to-the-minute activity visit our blog:
www.lovephillylocalfood.wordpress.com
Newsletter & Blog
Broadcasting Information to Large Groups
Collaborative Forum
Face to Face Meetings with Stakeholders
Urban Agri-Finder Book
A How-To Instructional Guide on Various Urban
Agricultural Actions
Proposal & Development
DesigningGrowlots Philadelphia
Context Research Proposal & Development
Choosing A Basic TemplateContext Research Proposal & Development
Editing CSS Code
Context Research Proposal & Development
Measuring Visual DevelopmentsContext Research Proposal & Development
Growlots PhiladelphiaContext Research Proposal & Development
Context Research
Choosing a CategoryProposal & Development
Context Research
Choosing a CategoryProposal & Development
Choosing a CategoryContext Research Proposal & Development
Choosing a Resource
Context Research Proposal & Development
Connecting to External WebsitesContext Research Proposal & Development
Context Research
Connecting to External WebsitesProposal & Development
Context Research
Becoming a MemberProposal & Development
Context Research
Adding New ResourcesProposal & Development
Context Research
Adding New ResourcesProposal & Development
Context Research
Connecting With PeersProposal & Development
Tool for Growers
Tool for Nonprofitsand Government
Connects gardeners and farmers to resources that are available to help them work more efficiently.
• Maps• Guides• Classes• Supplies
Connects nonprofits and government to themselves and each other by showing what resources they are offering city growers.
• Reduces Redundancy• Emphasizes Missing Resources
Context Research
Growlots PhiladelphiaProposal & Development
Context Research
The Roles of AdministratorsProposal & Development
• Act as contacts for each stakeholder group.
• Approve New Members based on the New Membership Form.
• Monitor the addition of resources.
Sarah WuThe Office of Sustainability
Nic EspositoPhiladelphia Urban Farm
Network
Paul GloverPhiladelphia Orchard
Project
Context Research
Tracking Website VisitorsProposal & Development
Context Research
Monitoring Registered UsersProposal & Development
Context Research
Garden Party, Website LaunchProposal & Development
• Keep in contact with stakeholder groups to receive feedback on the website’s usability.
• Propose that the Food Policy Council be responsible for acting as administrators for the website.
• Continue to refine the content management system to further communication in Philadelphia’s urban agriculture movement.
Context Research
Directions for Future ResearchProposal & Development