Thesis Final Pres Short

Growlots Philadelphia
Integrative Development for Philadelphia’s Urban Agriculture Movement

Megan Braley and Victoria Perez
The University of the Arts
Masters of Industrial Design
Graduate Thesis

Context Research Proposal & Development

Thesis Statement
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.


Addressing A Wicked Problem

-Issues on Evaluating Food Crisis Warning Systems, Bruce Currey-The Flinders University of South Australia - Philadelphia Healthy Food Network, Joanna Holsten RN, MS
< http://www.unu.edu/unupress/food/8F062e/8F062E06.GIF> < http://www.philadelphiahealthyfoodnetwork.org/>

Agri-Food System Philadelphia’s Urban Agriculture Movement

Farmers, Processors, Packagers, Nonprofits, Growers,
Distributors, Vendors, Consumers Local Government


Wicked Problems
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.

Concept Developed by Horst Rittel - 1973,
Building Shared Understanding of Wicked Problems. 2006. CogNexus, 9 Apr 2010. <http://cognexus.org/id42.htm>


Thesis Process
Working with
Stakeholders

Researching Re-Analyzing
History the Problem

Observing a Problem Examining
Models

Applying Key
Concepts
Developing
the Proposal

Verifying with
Stakeholders Strategizing
a Plan


Philadelphia’s Food History

1673 1880 - 1920 1950 1960 1970

“A Country Workshops Deindustrialization Food Access Local Food
Green Towne” of the World Points Minimized Movement Rises

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>


Constant Growth With Limited Resources
GROWERS
10 ALLIANCE

Fairmount
09 Park

MAYOR’S OFFICE OF

08 SUSTAINABILITY

common market
08

07 PUFN
WYCK
HOME
88 SHARE 07 FARM

PENNSTATE N G A THE MILL
CREEK
REEK
76 05
1 8 5 5
87 99 FARM

PHILADEPHIA FOX
A ROW
GREEFNSRGM S SPI N
GREEN CHASE FARM ING

98
R

74 86 FARM
01

N G A
500 Most
weavers P HI L A BUNDAN C E Gardens
Farm to City
53 73 waycoop
- 84 94 00
Community Coop
Gardens Mariposa White Dog
H
H Extension Food weavers
Saul Agricultural High School Develop Cafe waycoop
-
27 43 50 60 73 83 92 00
1990
Program
1940 1950 1960 1970 1980 2000 2010
Co-op

1800 H FARM
H

Grower Education Business
Food Shed Government Collaboration


Competition Over Limited Resources
Food No grants
Security! this month.

Food Money
Culture! is tight.
Grow Can I grow
More Food! food here?
Vacant Food Consolidate People slow
land use! Access! everyone. me down.

Sell How do
More Food! Beautify I sell food? Must write
the City! new policies.

Healthier I’m tired of
City! this process.
Nutrition I can’t finish
Education! anything!

Eat Who do
More Food! I talk to?

Healthy I always
Eating! need money.

Healthier How can I
City! do my work?

Initial Excitement Realities of Sustaining Your Efforts


Interviewing: Participatory Design

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 The Stakeholders

NonProfits Growers Government
“There are turf wars “It would be nice to know “The food system is
between nonprofits what people are doing, to very complicated, it’s
because missions overlap.” share resources, get physical a multidisciplinary
help, and share ideas.” problem so it needs a
multidisciplinary solution.”


Synthesizing Data: Key Problems
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.


Studying Other Cities
Vancouver: Model of Collaboration Seattle: Model of Communication

• “2,010 gardens by 2010” slogan • Clear categories

• Government, Nonprofits, and • Information builds through
Growers actively developing exploring the website
“growing guidelines” together
• Distinct identity for the
• 44% of residents grow a movement
portion of their own food


Key Findings From Literature Reviews
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. 2008
2. 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. 2007
4.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.


Power of Coordinated Effort

• 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.


Mapping Relationships

• Mapping according to
organizational alliances

• Mapping funding
relationships from national,
state, and city providers.


Strategic Plan of Action
Removing Names Equalizing the Resources
Greening Education
and Resources Start-Up
Support
White Dog
Farmer’s Food Nutrition Growing Skill
Farm to City Market Distribution Education
Cafe
Support Support Campaigning With Development
Growing Farmer
Youths
Sustainable
THE MILL
HE ILL
Farm Equal
Mariposa
CREEK weavers GREEFNSRGM S With Start-Up Market Skill Farming
REEK waycoop A ROW
- Food
FARM
ARM FARM Co-op Youths Support Opportunity Development Model

Current Organizational Hierarchy
Nutrition
Education Networking
Campaigning
Equilibrium
creating a need-based system

Greening Education
and Resources Sustainable Market
Models Support
Farmer’s Food Nutrition
Market Distribution Education
Support Support Campaigning

Growing Farm Equal Farmer Sustainable
Greening Food
A ROW
GREEFNSRGM S With Start-Up Market Skill Farming Education and Distribution
Youths Support Opportunity Development Model
Resources Support

Setting Reputations Aside


Cataloging Philadelphia’s Resources


Investigative Activities
INTEGRATIVE
DEVELOPMENT

NEWS
Making Sense of Things
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- We have enjoyed working with all of
established meeting place for collaboration and the
you and would like to thank you for all
exchange of ideas to take place. Others have voiced a
need for a general inventory of the available resources of the information and feedback you
including: land, people, tools, events, etc, while there have given us to this point, and we
also seems to be a bit of confusion about the ability to hope that you will continue to voice
garden/farm on park lands and if money can or should be your opinions.
made from public property.

We are processing all of your perspectives in an attempt Please be on the look out for our next
to reconcile your needs. We hope to align them with newsletter coming February 26th and for
our goal of using design to “make sense of things” in up-to-the-minute activity visit our blog:
order to help the urban agriculture movement develop
into a cohesive, effective system, that will enable the
www.lovephillylocalfood.wordpress.com
production of more affordable, healthy food for all of
Philadelphia.

Newsletter & Blog Collaborative Forum Urban Agri-Finder Book

Broadcasting Information Face to Face Meetings A How-To Instructional
to Large Groups with Stakeholders Guide on Various Urban
Agricultural Actions


Designing


Choosing A Basic Template


Editing CSS Code


Measuring Visual Developments


Choosing a Category


Choosing a Resource


Connecting to External Websites


Becoming a Member


Adding New Resources


Connecting With Peers


Tool for Growers
Connects gardeners and farmers
to resources that are available to
help them work more efficiently.
• Maps
• Guides
• Classes
• Supplies

Tool for Nonprofits
and Government
Connects nonprofits and
government to themselves and each
other by showing what resources
they are offering
city growers.
• Reduces Redundancy
• Emphasizes Missing Resources


The Roles of Administrators

• Act as contacts for each
stakeholder group.

• Approve New Members
based on the New
Membership Form.
Nic Esposito Sarah Wu Paul Glover
Philadelphia Urban Farm The Office of Philadelphia Orchard • Monitor the addition of
Network Sustainability Project resources.


Tracking Website Visitors


Monitoring Registered Users


Garden Party, Website Launch


Directions for Future Research
• 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.

Thesis Final Pres Short

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