MFA Thesis Process
MFA Thesis Process
Agriculture in the Cities
CEED
Haolong Lyu 2019—2020
Haolong Lyu 2019—2020
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MFA T he sis P r oc e ss
MFA Thesis Process
Agriculture in the Cities
CEED
H a o l o n g L yu 2 0 19 — 2 0 20
Haolong Lyu 2019—2020
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Contents 01
INTRODUCTION
The Story Behind Background Problem Design Opportunities
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RESEARCH
The Important Questions Audience Spectrum Focus Group Mind Map Interview User Journey
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04
STRATEGIES
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CONCLUSION
Insights & Strategy Chart
Acknowledgements
Materials Matrix
Bay Area Urban Farm List
MFA Thesis Process
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DEVELOPMENT
Brand Brand Promotion Package Series Exhibition
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CEED App
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MFA Thesis Process
01 INTRODUCTION
The Story Behind Background Problem Design Opportunities
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1.1
The Story Behind
But in recent years, Urban Agriculture has been developing slowly in San Francisco. In SPUR’s 2012 report, there were 139 public gardens & farms available. Now there are only left. Even though the biggest one (Alemany Farm) is 3.5 Acres, most of the others are smaller than 0.5 acre, which is only available to the local neighborhood. The only commercial farm (little city farm) in SF was closed in 2016. San Francisco has two main barriers to urban farming: access to land and educational support. As one of the most developed cities in the world, The demand for housing is huge, there are limited lands for farming. Hayes Valley Farm, a 2.2-acre farm between Fell and Oak street, was closed to build between 700 and 900 total housing units on the parcels.
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1.2
Background Why Urban Agriculture is important
Feeding the cities: 99 percent of food in our cities are from the industrial food system, in which each food item takes 1500 miles to travel from farm to consumer. Even worse, in case of a devastating natural disaster that disrupt food transportation, the city could only have 3 days of food. Thus it is important to reduce dependency on industrial food system, and cities must grow their own food. Educational purpose: People live in the urban areas need to know about agriculture. Farm and ranch families comprise just 2 percent of the U.S. population. And from a research of USFRA (U.S. Farmers & Ranchers Alliance), 72 percent of consumers know nothing or very little about farming. Healthy diet: There is a phenomenon called food desert. People in some communities have limited access to affordable and nutritious food. For example, due to decades of disinvestment and capital flight, Detroit has less and less fresh food retail. 70 percent of Detroiters can only rely on the food in convenience stores, gas stations, and fast food stores. They struggle to access the nutritious food they need. As the result, 38.1 percent of Detroiters are obese and overweight. Growing food by people themselves is a good way to have fresh nutritious food in the “food deserts�.
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*Sustainable Lifestyle: Urban People need to learn about farming not only because it has the advantages above but it is also an important activity to inspire people about sustainability. When we grab fresh vegetable from our backyard, we don not need the package and transportation any more. We save the unnecessary waste and keep a balance between daly consumption and envrionment. This is the sustainablity.
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1.3
Problem
In recent years, Urban Agriculture has been developing slowly in San Francisco. In SPUR’s 2012 report, there were 139 public gardens & farms available. Now there are only left. Even though the biggest one (Alemany Farm) is 3.5 Acres, most of the others are smaller than 0.5 acre, which is only available to the local neighborhood. The only commercial farm (little city farm) in SF was closed in 2016. San Francisco has two main barriers to urban farming: access to land and educational support. As one of the most developed cities in the world, The demand for housing is huge, there are limited lands for farming. Hayes Valley Farm, a 2.2-acre farm between Fell and Oak street, was closed to build between 700 and 900 total housing units on the parcels.
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1.4
Design Opportunities
To promote urban agriculture is San Francisco, as may nonprofit organizations are doing, I choose to guide urban individuals step by step. If growing food in cities become part of people’s daily life, urban agriculture will get more social approval.
Provide them manageable farming activities where ever they live. I will design a product which can help people to grow food anywhere and anytime. It is a modular garden system consist of different modules and package, And it is controlled by an App.
I will teach them to the basic knowledge first, I can design an exhibition to show people knowledge in easily-understood diagrams and photos. It will have floor plans and rendering, with some marketing materials.
During farming they can connect existing resources through an online community. It will be a web section shows on different screens and printed publications of valued answers. Growing food is the most basic, primordial way humans connect to nature. Urban agriculture is not only about production, but educational purpose as well.
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The biggest reason to support urban agriculture is the number of people it touches, rather than the number of people it feeds. —Eli Zigas (food systems and urban agriculture program manager) Haolong Lyu 2019—2020
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MFA Thesis Process
01 RESEARCH
The Important Questions Audience Spectrum Focus Group Interview Field trips User Journey Haolong Lyu 2019—2020
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2.1
Important Questions Question List
Questions for clarification
Questions that probe assumptions
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What do you mean by “Food Desert�? Is there any example of food desert? What is the food crisis in the world? How is the food crisis in the US? What is urban agriculture? What is the history of urban agriculture? Is there any successful project of urban agriculture? What can people really yield in the cities? Why do you choose this topic? How big is the urban agriculture market in the US? Can urban agriculture become a good business
Is it hard to start farming in cities? How much land does it need? How much does it often cost? What pollution can urban agriculture create? How much energy we use? What is the future of urban agriculture? Where can people start urban farming? What challenge we face? Can urban agriculture really grow the food people need? How can urban agriculture help the urban ecosystem? Is planting food indoors also a type of urban agriculture? Does urban agriculture impact the food safety? Can people earn money by planting food in cities?
MFA Thesis Process
Questions about viewpoints and perspectives
Questions that probe reasons and evidence
Is there anyone have the same idea with you? What do they think about urban agriculture and food crisis? What do you think about the urban agriculture has educating function? Does urban agriculture have more social and educational relationship than production? How does our government think about urban agriculture? What do American people think about urban agriculture? What lead you to believe that urban agriculture can help the poor people? Is there any successful urban agriculture company? Is there any non-profi t organization about it? How can technology help us in urban farming? Is there any politic ordinance to promote urban agriculture? Can people really accept the products?
Haolong Lyu 2019—2020
Is vertical farming the future of agriculture? Is urban agriculture profi table? How many people are interested in urban agriculture? How much knowledge does it need to startup? Does soil contamination limit the potential for urban agriculture? Are traditional farming methods being threatened by the rise of indoor hydroponics? How popular is urban farming? Is urban farming a threat to traditional farmers? Is there any successful community garden that can help the poor people?
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2.1
Important Questions Question List
Questions for clarification
Questions that probe assumptions
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What do you mean by “Food Desert�? Is there any example of food desert? What is the food crisis in the world? How is the food crisis in the US? What is urban agriculture? What is the history of urban agriculture? Is there any successful project of urban agriculture? What can people really yield in the cities? Why do you choose this topic? How big is the urban agriculture market in the US? Can urban agriculture become a good business
Is it hard to start farming in cities? How much land does it need? How much does it often cost? What pollution can urban agriculture create? How much energy we use? What is the future of urban agriculture? Where can people start urban farming? What challenge we face? Can urban agriculture really grow the food people need? How can urban agriculture help the urban ecosystem? Is planting food indoors also a type of urban agriculture? Does urban agriculture impact the food safety? Can people earn money by planting food in cities?
MFA Thesis Process
Selected questions for further research
1.What is urban agriculture? 2.What advantages does urban agriculture have? 3.How urban agriculture in Bay Area now? 4.What food can people plant in the urban area?
6.How urban agriculture in America now?
Haolong Lyu 2019—2020
5.Is urban agriculture hard to startup?
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2.1
Important Questions Question List
1.What is urban agriculture?
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MFA Thesis Process
2.What advantages does urban agriculture have?
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2.1
Important Questions Question List
3.How urban agriculture in Bay Area now?
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4.What food can people plant
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2.1
Important Questions Question List
5.Is Urban agriculture hard to start up?
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MFA Thesis Process
1.What is urban agriculture?
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2.2
Audience Spectrum
Robert 47 years old / Male / $ 41K per year / Farmer
“I’ve been a farmer for 30 years and I don’t think a city is going to be able to produce enough food. I don’t believe that urban farming is ever going to replace what I am doing now.”
Agriculture skill Untrained
Beginner
Skilled
Specialist
Expert
Place to farm (or can start farming)
Farmland
Backyard
Main Food sources
Farm Grown
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Grocery Stores
MFA Thesis Process
Sarah 35 years old / Female / $ 35K per year / Convenience store cashier
“In the community I live, the nearest grocery store is six miles away. I am struggling with obesity because I have had too much fast food. I want to do something to change my present situation.” Agriculture skill Untrained
Beginner
Skilled
Specialist
Expert
Place to farm (or can start farming)
Community Garden
Backyard
Balcony
Indoors
Main Food sources
Fast Food
Grocery Stores
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Restaurants
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2.2
Audience Spectrum
Henry 30 years old / Male / $ 70k / Photographer
“I travel around the country years and years for taking photos. I sold my house and became a full-time professional travel photographer. I like farming only because of the beautiful scenery.�
Agriculture skill Untrained
Beginner
Skilled
Specialist
Expert
Place to farm (or can start farming)
Indoors
Main Food sources
Restaurants
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Fast Food
Grocery Stores
MFA Thesis Process
Alex 30 years old / Female / $ 90k / Software Engineer
“I enjoy cooking at home. I think it is a great way to relieve the tension and spend the boring time after work. So I grow many herbs indoors. I am now learning how to grow some vegetables. Maybe next time I can cook with the food I grow.” Agriculture skill Untrained
Beginner
Skilled
Specialist
Expert
Place to farm (or can start farming)
Balcony
Indoors
Community Garden
Rooftop
Main Food sources
Self-grown Fast Food Grocery Stores
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Restaurants
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2.3
Focus Group Preparation
Overview
My topic is about urban agriculture. It is a topic which I am not familiar with. I need to discuss with real people who have their individual views of my topic. Thats why I held this focus group activity. I held this focus group with my classmate Jerry. Because our topics are similar to each other. Both of our topics are about plants. My topic is urban agriculture and his topic is vertical garden. Mine is about growing food his is about documentary plants. We split the bill so that our participants can have a more comfortable experience.
Planning
Time April 6 2019 Schedule 2:45-3:45 pM 3:45-4:00 pM >> 4:00-5:00 pM
Participants 20
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Location 60 Rausch St #203, San Francisco Presentation: Urban Agriculture Coffee Break Free Discussion
MFA Thesis Process
Location Choice
We looked for conference room on Peerspace.com. Our goal is to find a big and comfortable place to make sure that our participants will have the best experience during the activity. Also the environment should match our topics Here are three places we have chosen. At last we chose the SoMa natural light conferece room. Though the other two places have good view and lots of plants, considered of the rains, we finally gave up the choices of the outdoor places.
Invitation
Email Invitations Sent: 24 / Attended:6 Social Media Invitations Sent: Facebook friends / Attended: 4
Haolong Lyu 2019—2020
Printed Invitation Sent: 5 / Attended: 0
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2.3
Focus Group Preparation
Material List
Printed Materials Name
Amount
Introduction of the topic
10
13 by 19 Presentation board
1
13 by 19 urban agriculture photos 2 Participants information
10+1 example
Discussion topic list
10
Floor plan of activity 2
10+1 example
Sticker for activity 2
10+1 example
Card for activity 1
10+1 example
Discussion topic list
10
Package of gift
10
Invitation letter
6
Other Materials
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Name
Amount
Lunch & coffee
22
Indoors agriculture example
2
Small plant with pot
10
Pencil
20
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2.3
Focus Group Preparation
I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.
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MFA Thesis Process Haolong Lyu 2019—2020
I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.
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2.3
Focus Group Participants
Would you like grow food in the urban area if you have space and time?
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Name Evie Living Condition Apartment Agriculture Skill Beginner
Gender Female Age 22
Name Krystal Living Condition House Agriculture Skill Untrained
Gender Female Age 20
Name Sunsana Living Condition Apartment Agriculture Skill Untrained
Gender Male Age 21
Name Josh Living Condition Domi Agriculture Skill Skilled
Gender Male Age 20
Name Yiyun Living Condition House Agriculture Skill Untrained
Gender Female Age 26
Name Kathy Living Condition House Agriculture Skill Beginner
Gender Male Age 19
Name Nele Living Condition Apartment Agriculture Skill Untrained
Gender Female Age 22
Name MJ Living Condition House Agriculture Skill Spcialist
Gender Female Age 24
Name Vincent Living Condition House Agriculture Skill Beginner
Gender Male Age 27
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Gender Male Age 28
MFA Thesis Process
Name Ron Living Condition Apartment Agriculture Skill Untrained
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2.3
Focus Group Participants
Overview
I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.
Planning
This activity was to putting the stickers on where they want to grow their crops. People who live in a house prefer to put stickers in both outdoor and indoor space. People who live in an apartment don't want to farm in a public space. Growing herbs indoors is a common choice. 42
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2.3
Focus Group Key Insights
Insight 01
Growing food in the urban area requires patience and courage. But urban young people are afraid of getting into troubles, they prefer easy and efficient activities.
Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience. I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)
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Insight 02
The educational purpose of urban agriculture is more important than making money and feeding people.
Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience. Haolong Lyu 2019—2020
I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)
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2.3
Focus Group Key Insights
Insight 03
Growing vegetables and fruit indoors is a good choice for people who don't have enough outdoor space. But there is still question about waste and if it is organic.
Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience. I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)
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Not all the environments in the cities can plant crops. For example, most building roofs will require proper reinforcement and waterproofing before setting a roof garden.
Insight 05
Growing vegetables can help people release their stress after busy work. It can also reduce the air pollution and noise.
Insight 06
Everyone cares about food safety. So Instructions of pesticide using is needed.
Haolong Lyu 2019—2020
Insight 04
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2.3
Focus Group Conclusion
What I learned
This lab project is not a group project, so Jerry and I have ten participants each (total 20). When Jerry's group discussion ended, Jerry and some of his audiences chose to stay and listen to my presentation. They also gave me many interesting and helpful opinions. The topic was too big before and the outcome was not clear enough. After the focus group discussion, I learned that I need to narrow it down. I narrow down my audience age group from 20-60 to 20-35. Also I changed my outcome from promoting urban agriculture to promoting a lifestyle related to agriculture. Young people who work and live in urban area don't have enough time and space for urban agriculture. So if I my design can get over this challenge, I will reach the outcome of this topic.
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What I need to Improve
Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up. We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience. I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next.
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2.3
Field trip
Miller Memorial Garden
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2.4
Practice
Indoor: Pots and Aerogarden
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MFA Thesis Process
Outdoor: Potatoes and herbs
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2.4
Practice
Indoor: Aerogarden
The herbs in the pots grew slower than those in the Aerogarden.
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Outdoor: Potatoes and Garlic
Haolong Lyu 2019—2020
I moved to a new house during covid-19 and left my vegetables in the previous backyard. I decided to take the photos but my landlord moved to another state. However, I had a lot of problems during the first time backyard gardening. Except for the terrible weather and water quality, the biggest problem is the animals. This photo was taken in the corner of the backyard when I was moving out. Even though the raccoon was surrounded by the moving trash, he still kept looking for food there. One day in April I put a sunflower in my backyard and there was only a pot left on the next day. The raccoon ate almost every plant above the ground.
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2.4
Practice
Testing the ph, Oct, 2019
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2.4
Practice
Dill grows a lot faster than any other herbs, I have to cut it to save other herb's space. I could be used to increase the flavor while cooking fish.
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What I learned
For the indoor plants, I have to say that the technology does help. The same herbs in the water-based smart garden grow five times faster than the herbs in the traditional flower pot. And the smart garden saves a lot water. There is also no dirt because the herb grows in water instead of soil. Grow vegetables in the backyard has a lot more challenges than I thought, for example, the climate, seed quality, plant spacing, pests and animals. I think that is why organic food has less yield than conventional farming. Even though I only succeeded in growing chives, green onions and potatoes. I learned a lot during the practice. ( In California, we can not hurt raccoon because it is protected by law against being relocated after trapping or killed by inhumane means.) Overall I think growing herbs indoor is a good way to start urban agriculture. They are friendly to unexperienced users. The smart garden has liquid plant food, artificial light source and smart system. And there are more and more new products come out. Haolong Lyu 2019—2020
But my goal is to guide people to have urban farming in their life style, not to guide them more and more rely on technology. So I need to find a balance.
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2.5
Interview
In the age range of 25-40, I find three people in my user test group. They are all young people who live and work in big cities. All of them are living in an apartment. They don't have urban farming experience but they are really interested in my topic about engaging people into urban farming. We had a 40 minutes talk and shared some opinions through face to face talking and online chating.
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Address San Francisco
Age 22
Insight Fresh is the most important thing she can think of when we mentioned urban agriculture. She is super interested in the feeling of just picking up small tomatoes on the shelf.
Name Sam
Address San Francisco
Age 30
Insight Sam has few experience of planting vegetables backyard. But since he has moved to the downtown, he have no space to plant. He mentioned that don't worry about if the food can grow. Most of the vegetables and fruits can grow in bad conditions. But it will take longer time to have the grown-up produce. Even in my topic the education part is more important than produce. Eating it is still the basic part of agriculture, I have to go deeper research on biology things to convince my audience.
Name Yinhow
Address Toronto
Age 38
Insight Yinhow is a geek who has some negative point of views, he though that things must have reason to exist. Though there have been some of the same product on Amazon. The sale is not good. We have to do unique things to raise their curiosity. As a wildcard, for example, we can make a Magnetic levitation flower pot.
Name Thomas
Address San Francisco
Age 26
Insight Yinhow is a geek who has some negative point of views, he though that things must have reason to exist. Though there have been some of the same product on Amazon. The sale is not good. We have to do unique things to raise their curiosity. As a wildcard, for example, we can make a Magnetic levitation flower pot.
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Name Wendy
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2.6
User Journey
In San Francisco, a dense city which suffers the housing crisis people don't have enough space to do their farming activities. And agriculture is an activity which requires spare time and energy. The access to land and educational support are the two main barriers of promoting urban agriculture in San Francisco. This project provide urban people a manageable way of urban agriculture.
Name: Josh Age: 28 Profession: Bank assistant Josh rents an apartment in San Francisco. He wants to try new things but he is afraid of difficulties.
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Josh has several times of failing urban farming experience. He clean up a big space in his small studio for urban farming. But sometimes the plants died because he can't control the light. Sometimes the plants grow too slow and he can't figure out why. He can't take care of the plants if he have a business trip so he wants to give it up.
Josh purchase a product with seed packets to start another urban agriculture try.
MFA Thesis Process
The product has good use of space he can put it everywhere.
An algorithm analyzes the data the camera has gathered and prompts the environment—temperature, humidity, light intensity. So he can know how to adjust to optimize the plants’ healthy growth.
Even he is on his business trip he can still control the growing envrionment by the app.
Haolong Lyu 2019—2020
He installs the product following the instructions and download the app. He put the seeds in the nutrient soil.
Josh enjoys his new urban farming experience and he can use his organic crops in his diet.
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03 STRATEGIES
Insights & Strategy Chart Materials Matrix
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1982 That Time a Wheat Field Grew in Downtown New York
Agnes Denes
“Agriculture is our wisest pursuit it will in the end contribute mos wealth, good morals, and happin
“My works of the wheatfield are intended to help the environment and benefit future generations with a meaningful legacy.”
Thoma
Now, the world might be catching up with her.
01
Growing food in the patience and coura are afraid of getting easy and efficient a
Insights from Focus Group
How can you catch people’s interest of urban agriculture?
What advantages does urban agriculture have?
STRATEGY
STRATEGY To provide urban people convenient and efficient agriculture activities.
To connect people with existing resources
03
The educational purpose of urban agriculture is more important than making money and feeding people.
An online Q&A platform connects people with professionals and urban agriculture organizations/companies.
Insights from Focus Group
Emmie 35 years old / Female $60k / Housekeeper
Urban
Modernization
large Young people do like agriculture activities, they are just afraid of the challenges.
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Rural
99 Industrial
Agriculture
small
San F
t, because st to real ness.”
United Nations Development Programme (UNDP) Urban and peri-urban agriculture are agriculture practices within and around cities which compete for resources (land, water, energy, labour) that could also serve other purposes to satisfy the requirements of the urban population.
How do we define urban agriculture?
e urban area requires ge. But urban young people g into troubles, they prefer activities.
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MFA Thesis Process
as Jefferson
Growing vegetables and fruit indoors is a good choice for people who don’t have enough outdoor space.
Robert 47 years old / Male $41K / Farmer
Insights from Focus Group
People need to know about their food. 2% Farmers
“In my memories, planting some vegetables in the backyard is a thing that retired grandparents would like to do.”
?
Quote from Focus Group
70%
To design flexible garden modules. For different crops and different conditions, people can combine the modules to build their own garden.
Food System
Francisco
98%
Feed
Taipei
2%
?
72% Don’t know
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9%
The U.S population
Detroit 69
3.1
Insights & Strategy Chart
Insights
Strategies
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1
2
3
Few American urban people know about farming.
Agriculture is an activity which requires spare time and energy.
It is difficult to find professional help in urban areas.
Teach people about urban agriculture.
Provide urban people a manageable way of agriculture.
Connect people with existing resources.
Outcome To promote urban agriculture.
Audience Urban people between 25-40 years old with room and space to grow.
Urban Farming Exhibition An exhibition and surrounding activities, it shows people the opportunities and challenges of urban agriculture in easily-understood diagrams and photos.
Urban Farming Kit
Magazine
To design flexible garden modules. For different crops and different conditions, people can combine the modules to build their own garden.
uring farming and the professionals can leave their answers below.
Marketing Materials Posters Banners Tickets (Paper / Electronic) Wall Graphics Exhibition Design Name Badges Websites
App Instruction Booklet Product Tool Kits Product Packaging Marketing Materials Brand Extensions Digital Publications Calendars Seeds Packaging Soil Testing Equipment Website
Website Marketing Materials Seeds Packaging Schedules Soil Testing Equipment App Publication of Valued Answers Brand Extensions Pesticides Packaging Mole Trap
MFA Thesis Process
Topic Area San Francisco
Deliverables
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3.2
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Materials Matrix
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04 DEVELOPMENT
Brand Brand Promotion CEED App Grow Kit Exhibition Haolong Lyu 2019—2020
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Logo Refinements
Steven Lyu
Steven Lyu
Steven Lyu
Logo Refinements
Mobile App Sitemap 1.1
Welcome pa
Log in / Sign
Map (main)
Profile
User Location
Farms List
Recommended
Highlighted
Activity List
Introduction
Farms
Appointmen Managemen
Check / Cancel
Thisis-2
Thisis-2
Steven Lyu
Local Farm Events Wireframe 1.3
Thisis-2
Mobile App Wireframe 2.1
Steven Lyu
Local Farm Events Sitemap 2.3
Steven Lyu
Steven Lyu
Urban Farming tool Kit Wireframe 1.2
Thisis-2
Steven Lyu
Mobile App Wireframe 1.1
Thisis-2
Steven Lyu
Thisis-2
Make an Appointment
Edit
Urban Farming tool Kit Wireframe 2.2
Urban Farms
Events
Marketing Materials
Advertisement
Orientation
Posters
Open Class
Farmers Market
Volunteering
Thisis-2
·Wants to grow food in her backyard
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Steven Lyu
Hero Flow
Penny
Wendy
Likes things that nature.
A vegetarian.
Goes camping in Yosemite every year.
Prefers spending her time with friends on weekends.
Likes to read the National Geographic magazine.
Likes to meet new people and make new friends.
Likes to buy food in the farmers market.
Has good relationship with her neighbors.
Has a garden in her backyard.
Donates clothes and food for the homeless.
see the ads on the street
go to the website
choose crops she wants
customize her grow kit
see the ads about mobile app
download the app
Goals ·Wants to meet new people delivered
choose a farm nearby
attend
Past Experience Likes to do things by hand
check out
·Wants to try something new
Start to grow food herself
buy a grow kit
see the ads on social media
Mobile App Sitemap
Welcome page
Log in / Sign up
Activity List
Download the app
Choose a farm nearby
Read the farm’s info
meet new friends
Attend
Make an appointment
Check time
learn about growing food
become a volunteer
Choose a grow kit
Start to grow food herself
Profile
Farms info
Introduction
Location
Edit
Photo Gallary
Time
Appointment Management
Share the photos
Make an Appointment
Check / Cancel
check activities provided
Thisis-2
Goals ·Wants to have the manageable farming activities.
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Past Experience Has some farming experience
Steven Lyu
Hero Flow
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Steven Lyu
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Online ads
Steven Lyu
Steven Lyu
Urban Farming tool Kit Sitemap 1.2
age
Local Farm Events Sitemap 1.3
Different choice
up
Urban Farms
Single Kit
Resources
Books / Magazines
Videos
Seeds
Events
Tools
Soil
Container
Online Store
Marketing Materials
Instructions
Label
Advertisement
Open Class
Volunteering
Farmers Market
Posters
Shovel
Online ads Purchase
Mobile App Sitemap 2.1
Steven Lyu
Steven Lyu
MFA Thesis Process
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Bookmarks
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nt nt
Activity List
Urban Farming tool Kit Sitemap 2.2
Welcome page
Website
Log in / Sign up
Customize the Kit
Profile
Community
Choose Crops
Resources
Seeds Farms info
Introduction
Location
Edit
Photo Gallary
Time
Appointment Management
Photo Gallary
Make an Appointment
Check / Cancel
Post / Share
Videos
Books / Magazines
Online Store
Soil
Instructions Tools
Bookmarks
Purchase Container
Shovel
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Design the box
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Local Farm Events Wireframe 2.3
Steven Lyu
Steven Lyu
Label
Purchase
Hero Flow Jacob Always likes to try new things. Is a volunteer for the exhibition help in an art museum. Spent his childhood is his family farm. Rents an apartment near his company. Grows some herb in his kitchen.
Past Experience Grew food in his kitchen but failed
see the ads on street
Download the app
Search for open classes
Choose a farm nearby
Check Location
Watch videos
Attend
Make an appointment
Check time
Search for grow kits
Choose a grow kit
Start to grow food himself
Thisis-2
Mobile App Layouts 2
Steven Lyu
Steven Lyu
Haolong Lyu 2019—2020
Thisis-2
Goals Wants to learn about how to grow food by himself
Mobile App Layouts 1
e
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Urban Farmer Resources
Videos
Bookmarks
Books / Magazines
Online Store
Appointment
Study
Activities
John Doe San Francisco, CA
Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest
John Doe
Purchase
Activities
SEARCH
John Doe
Books
SEARCH
Alamany Farm
Alamany Farm Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest
+ tag # LED
# Farmer # Microgreens
# Pesticides
John Doe
Activities
Community
Study
Shops
San Francisco, CA
Videos
Jan 9, 2020
Alamany Farm
Alamany Farm Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest
From 7 a.m to 6 p.m
John Doe
Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest
Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest
Thisis-2
Post / Share
Profile
SEARCH
Community
Magazines
Thisis-2
Community
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4.1
Brand About the name
Naming is one of the most difficult part in my thesis process. I came with many choices while I name my project. I still had lots of ideas when I moved to design part. I think the name should be related to the subject, unique, and easy to understand. Finally I choose "ceed". Words ending in -cede or -ceed are related to the Latin cedere meaning "to go". Ceed is a homophone of seed, which itself can be a verb, with meanings ranging from “to plant seeds in” (as in “they seeded the lawn”). I choose it to be my project name because it contains the meaning of both planting and action. Also, English has a lot of verbs that end in –cede or -ceed. Most of them are common and their meanings are straightforward. So the name won't confuse my audience.
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Brand Logo Development
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Brand Logo Development
2x x
2x
x 2x
x
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Visual Guidelines Color
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Visual Guidelines Typography
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Corbel AaBbCcDdEeFGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Palatino Linotype AaBbCcDdEeFGgHhIiJjKkLlMmNn O o P p Q q R r S sTt U uV v W wX x Y yZ z
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Visual Guidelines Illustrations
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CEED App Personas
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CEED App Paper Prototype User Testing
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CEED App Wireframe
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Grow Kit
4.3
Visual Development
Indoors or Outdoors
HARVEST: 75DAYS
SEED Urban Agriculture Seed Starter Kit
MADE IN THE USA
HARVEST 75DAYS
Indoors or Outdoors
Highest germination rates - open pollinated seeds. Seeds are 100% Non GMO. Grown by local farmers. Great for beginners & experts.
CONTAINS 4 X Open pollinated, seed packets. 4X Biodegradable pots - Can be transplanted directly into the ground. 4X Plant labels - For tracking your progress 1X Instruction manual - Also sent via email
Easily grow 2 types of
Made in the USA:
Designed for beginner
carrots from organic
Nature’s Blossom’s kit
and expert gardeners ;
seeds: everything you
seeds have a +90%
no past experience or
need to get started is
germination rates ; Our
additional gardening
included to grow car-
seeds are organic, NON-
tools are needed.
rots.
GMO, and grown by
CARROT SEEDS
SEED Urban Agriculture Seed Starter Kit Highest germination rates - open pollinated seeds. Seeds are 100% Non GMO. Grown by local farmers. Great for beginners & experts.
CONTAINS 4 X Open pollinated, seed packets. 4X Biodegradable pots - Can be transplanted directly into the ground.
Grow it anywhere you want.
4X Plant labels - For tracking your progress 1X Instruction manual - Also sent via email
local farmers here in the USA. Easy to grow Made in the USA: Easily grow 2 types of carrots from Nature’s Blossom’s kit seeds have a organic seeds: everything you need +90% germination rates ; Our seeds to get started is included to grow. are organic, NON-GMO, and grown by local farmers here in the USA.
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MADE IN THE USA
CARROT SEEDS
SEED Urban Agriculture Seed Starter Kit
Designed for everyone: Designed for beginner and expert gardeners ; no past experience or additional gardening tools are needed.
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4.3
Grow Kit
Kit 1: Indoor Herb Kit Contains: Herb seeds packs Soil PH Test Kit Plant Marks Instruction Booklet Organic Plant food Garden Neem oil Diary
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6 1 6 1 1 1 1
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3 1 3 1 1 1 1
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Kit 1: Outdoor Vegetable Kit ( Survival Garden Kit) Contains: Vege seeds packs Soil PH Test Kit Plant Marks Instruction Booklet Shovel Garden Neem oil Diary
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4.3
Grow Kit
The first name of the outdoor seed kit was just the original name "Outdoor Seed Kit". I changed the name to "Survival Garden kit", because when I went to the last part of my thesis, covid-19 happened. Many people were anxious. With covid-19, stores around the nation are out of toilet paper and cleaning wipes. In some area, fresh food became hard to buy. This kind of product is for this phenomenon. It can not become the only food resource but somehow increase the possibility to get fresh food. It can help people get some nutritions that canned food can not provide. The most important, it teaches people growing their own food is not a difficult thing.
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By growing the food, people can learn the basic knowledge of farming. Practice is always the best teacher. For some audience who don't have enough space, and for some who want to have better seasoning, I designed an indoor herb kit. By the way, every package is made by paper and starch-based degradable plastic. In my focus group, I found that it is difficult when we try to convince people who have no experience to grow food. But the herbs can harvest in two week without taking much care. It will be a step by step guide. The result can give people confidence and the may try to grow vegetables in their garden.
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All the packages are made of paper and starch-based degradable plastic.
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4.4
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Brand Promotions
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4.5
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Exhibition
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Exhibition
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Exhibition
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Exhibition
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Exhibition
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Magazine
SELECTED WORKS 2017—2020
HAOLO N G LY UProcess MFA Thesis M FA T H ES I S: C E E D
PROJECT 9 OF 9
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Magazine
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05 CONCLUSION
Acknowledgements Social Media Bay Area Urban Farm List
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5.1
Acknowledgements
Instructors Throughout studying in the Academy of Art University I have received a great deal of support and assistance. I would like to thank my instructor, Phil Hamlett, who guided me to grow this thesis. Your insightful feedback pushed me to sharpen my thinking and brought my work to a higher level. I would also like to acknowledge my instructors during the three years. They are Mary Scott, Brian Minards, John Nettleton, David Hake, Hunter Wimmer, Christine George, Violeta Kaminska, Sandra Isla, Carolina de Bartolo, Nita Ybarra, Scott Rankin, and EAP support instructor Monica Berini. Family In addition, I would like to thank my parents for their wise counsel and sympathetic ear. You are always there for me. Friends I would also like to thank my roommates Jerry Chang, and Thomas Chang. Both two brothers has the degree of bachelor of biology. I can’t finish the thesis without their help. Finally, I could not have completed this dissertation without the support of all my classmates, who provided discussions and feedbacks during the thesis study.
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5.1
Social Media
Instagram instagram.com/urbanfarmersss/ Twitter twitter.com/stevenlyu1 Behance behance.net/gallery/106342601/CEED
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5.3
Bay Area Urban Farming Resource Guide
EDUCATIONAL & RESEARCH INSTITUTIONS University of California Cooperative Extension http://cealameda.ucdavis.edu/ (510) 670-5650
Oakland Unified School District School Gardens Program (510) 776-5556 Grey.kolevzon@ousd.org http://www.ousd.org/domain/100
UC ANR Urban Ag http://ucanr.edu/urbanag
Project Eat http://projecteat.acoe.org/ (510) 670-4544
Berkeley Food Institute https://food.berkeley.edu/ Growing Roots https://growingroots.berkeley.edu/ growingroots@berkeley.edu Sustainable Agriculture Research & Education Program (SAREP) http://asi.ucdavis.edu/programs/sarep (530) 752-3915 asi@ucdavis.edu GOVERNMENT GROUPS & AGENCIES Alameda County Resource Conservation District www.acrcd.org (925) 371-0154 East Bay Municipal Utility District http://www.ebmud.com/ 1-866-403-2683 custsvc@ebmud.com
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Republic Services www.republicservices.com 1 (877) 692-9729 San Francisco Public Utilities Commission www.sfwater.org (510) 554-0761 Commission Secretary (510) 554-3289 General Inquiries Contact: Amy Dawson adawson@sfwater.org United States Department of Agriculture – Urban Agriculture https://www.nal.usda.gov/afsic/urbanagriculture URBAN FARMS Acta Non Verba: Youth Urban FarmProject Oakland, CA www.anvfarm.org (510) 878-7235 info@anvfarm.org
MFA Thesis Process
City Slicker Farms Oakland, CA http://www.cityslickerfarms.org/ (510) 763-4241 Dig Deep Farms www.digdeepfarms.com Hilary Bass, Executive Director, Community Events hbass@acgov.org (510) 614-3337 csa@digdeepfarms.com Eden Area Urban Farms Rick Hatcher (510) 909-4077
Grow Incubator Oakland, CA https://growincubator.org/ (510) 612-2260 Christine Hernandez christine@growincubator.org Top Leaf Farms http://www.topleaffarms.com/index.html (831) 667-2376 farmtheroof@gmail.com Alemany Farm 700 Alemany Boulevard San Francisco, CA 94110 community.gardeners@gmail.com alemanyfarm.org
Fertile Groundworks www.fertilegroundworks.org (925) 371-5615
Garden for the Environment 7th Ave and Lawton St., San Francisco www.gardenfortheenvironment.org/ info@gardenfortheenvironment.org (415) 558-8246
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Farms to Grow Oakland, CA www.farmstogrow.com
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Colophon
Copyright© 2020 By Haolong Lyu All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
Contact Haolong (Steven) Lyu +1 415 825 2659 haolonglyudesign.com School Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA Instructor Phil Hamlett Christine George Violeta Kaminska Typeface IvyPresto Text Corbel
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