Simplifying WIC benefits
Helping WIC families track their balance and find eligible products.
Background
WIC benefits are hard to navigate
The WIC (Women, Infants, and Children) program provides vital food assistance to millions of low-income families in the U.S., including pregnant and postpartum individuals, infants, and young children. But using these benefits is frustrating due to changing rules and a complex checkout process. As a result, WIC participation drops significantly over time. By the time a child turns four, only 24% of eligible families remain enrolled.
Problem
A system that leaves families behind
Even for those who stay enrolled, redeeming WIC benefits is another challenge. 40% of benefits go unclaimed, adding up to $1.6 billion nationwide in unredeemed funds. For families who rely on WIC, this isn't just an inconvenience, it's lost access to essential groceries. How can we make this process easier and less stressful?
Process
WIC participants want to feel informed and empowered
We conducted various rounds of research, from accompanying WIC participants during their grocery runs, to hosting co-design sessions to build a digital WIC tool. Our key findings were that WIC participants want to maintain their agency while shopping, and feel confident when they go to the register.
Solution
Introducing Lulo
Lulo is a mobile app that allows WIC participants to connect their benefits to find eligible items and maximize their balance, scan products while shopping to check for eligibility, and discover WIC-approved recipes and local resources.
Connect 01
Connect your benefits to check your balance and see which items you're eligible for.
- 15K monthly active users
Scan 02
Scan items while shopping to see if they're WIC-approved and if your balance covers them.
Discover 03
Discover new eligible items and browse the full list of approved products by state. Find WIC-approved recipes and local resources for WIC families.
- 5.0 stars in the App Store