OFS Innovation project poster

Reimagining WIC in Missouri

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) has been shown to improve birth outcomes, improve diet and nutrition, and decrease healthcare costs overall. However, participation trends illustrate declining program utilization in Missouri, particularly for children ages one through four. In order to increase overall WIC utilization and satisfaction, Operation Food Search is learning from all WIC stakeholders – participants, clinics, retailers, government officials and advocates – to create a program that works better for everyone.

Research findings will be transformed into innovative program and policy solutions that increase overall utilization of WIC in Missouri with special emphasis one- through four-year-old population.

Our Vision for WIC

Healthy Children
and Families

Efficient and Effective
Program Implementation

Higher Participation
Among Eligible Missourians

Missouri as a
National Model

Project Phases

The process of reimagining WIC in Missouri will occur in two phases:

Statewide Stakeholder


Statewide Stakeholder Engagement Phase

The primary goal is to develop a comprehensive understanding of the WIC experience in Missouri from key stakeholder groups using user experience (UX) design principles. Through both qualitative and quantitative research, the WIC program experience will be documented in a journey map.

One-on-One Interviews

Conduct meetings to develop a deep understanding of the user experience throughout the program.


Gather insights by observing how stakeholders routinely
interact with WIC.

Focus Groups

Host stakeholder focus groups to gather more
perspectives and document local experiences.

Data Analysis

Collect and analyze quantitative program data.

Key Pain Points

Synthesize findings to identify key pain points that impede satisfaction and utilization of the WIC program.

Innovative Solutions

Regional and statewide stakeholders will be engaged in the development of innovative solutions to increase program satisfaction and utilization.

Program Transformation Phase

The research and journey map will identify potential innovative solutions to be tested. The goal during the program transformation is to create regional collaboratives with representation from all stakeholder groups to pilot one or more innovative solutions.


Pilot Solutions

Become a Partner

We’re creating a diverse collaborative of WIC stakeholders throughout Missouri. Join us!

Ways You Can Help:
Recruitment of
Co-planning of
regional meetings

Follow Along

We’ll be traveling across Missouri, gathering data, feedback and stories from WIC stakeholders. Follow along with our journey and stay up-to-date on our latest findings by following @OFSFoodAdvocate on Twitter.

For more information, contact