Viet Nom
Heritage on Every Plate
Overview
Viet Nom is a culturally-driven mobile app designed to raise awareness and appreciation for Vietnamese culture through the universal language of food. Unlike traditional recipe apps, Viet Nom weaves rich, authentic stories behind each dish, revealing the cultural, historical, and personal significance of Vietnamese cuisine. From family traditions to regional specialties, every recipe is a narrative experience.
Refined through real-world feedback from market research and potential users, the app now features an improved user interface, better localization, and community-driven content. Users can not only learn to cook Vietnamese dishes, but also share their own stories, connect with others who share a passion for Vietnamese food, and contribute to a living cultural archive.
Viet Nom is more than a cookbook;it’s a storytelling platform, a community hub, and a tribute to the heart and heritage of Vietnam, one dish at a time.
My Role
- Market Research
- User Research
- User Testing
- UI Design
- Photography
- Videography
- Social media campaign
- Graphic Design
Typefaces
- GT Sectra
- Basis Grotesque
Personality
- Serious
- Informative
- Human-centered
- Engaging
Completed
Spring 2021
Moodboards
This section features two moodboards that explore contrasting yet complementary directions for the project. One uses a monochromatic black and white color scheme, focusing on form, contrast, and timeless simplicity. The other is rich with color, celebrating cultural patterns, representation, and expressive styles. These two approaches will be thoughtfully blended to create a design that captures both subtle elegance and bold cultural vibrancy, reflecting the full range of inspiration behind the project.
Market Research
A study was carried out to examine cooking trends and people's experiences with online recipes in 2022. Here are some of the findings:
Shift Towards Healthier Options
The research indicated a noticeable trend towards healthier cooking choices among consumers. This included increased interest in plant-based recipes, low-carb options, and recipes focusing on fresh, whole ingredients.
Diverse Cultural Influences
People showed a growing inclination towards exploring recipes from diverse cultures. There was a surge in interest in international cuisines, with many individuals actively seeking out recipes from various parts of the world.
Convenience Factor
Convenience remained a significant factor influencing cooking habits. Online recipes offering quick and easy meal solutions gained popularity, particularly among busy individuals seeking hassle-free cooking experiences.
Visual Appeal Matters
The study highlighted the importance of visually appealing content in online recipes. Participants expressed a preference for recipes accompanied by high-quality images or videos, as these helped in understanding the cooking process better.
Personalization and Customization
There was a growing demand for personalized and customizable recipes. Consumers appreciated platforms that allowed them to tailor recipes according to dietary preferences, allergies, or ingredient availability.
Trust and Reliability
Trustworthiness and reliability were crucial factors when selecting online recipes. Users favored platforms with credible sources, such as reputable chefs, food bloggers, or well-known cooking websites.
Social Sharing and Community Engagement
Social sharing and community engagement played a significant role in the online cooking experience. Participants valued platforms that facilitated recipe sharing, user reviews, and interactions with other cooking enthusiasts.
Competitive Research
I conducted a competitive analysis of cooking apps available on the market at the moment. My goal was to identify the strengths and weaknesses of each app based on user feedback. Here are some key insights:
Cooking with Apps
Among the popular cooking apps examined, such as "Tasty", "Yummly", and "Allrecipes", user satisfaction varied widely. "Tasty" stood out for its engaging video content, with 85% of users praising its visually appealing recipes. However, some users reported difficulty in navigating the app's interface, particularly when searching for specific recipes.
Recipe Variety and Accessibility
"Yummly" garnered positive feedback for its extensive recipe database, catering to various dietary preferences and skill levels. 70% of users appreciated the app's personalized recipe recommendations. Nevertheless, a notable drawback was encountered in terms of accessibility, as 45% of users found it challenging to adjust serving sizes or ingredient quantities.
Community Engagement and Social Features
"Allrecipes" scored well in terms of community engagement, with 60% of users enjoying the ability to interact with fellow cooks through comments and reviews. However, some users expressed frustration with the app's advertisement-heavy interface, which detracted from the overall user experience.
User-Friendly Interface and Navigation
"Kitchen Stories" received accolades for its user-friendly interface and intuitive navigation, with 80% of users commending its ease of use. Despite this, concerns were raised regarding the limited recipe selection compared to other apps, indicating room for improvement in content diversity.
Premium Features and Subscription Models
Several apps, including "Food Network Kitchen", offered premium features through subscription models. While 50% of users appreciated the additional content and features provided, others felt deterred by the high subscription costs, suggesting a need for more flexible pricing options.
User Research
To understand the problem and the user’s needs, I conducted a survey using Google Forms across various age groups. I also interviewed people with different cooking experiences, from beginners to chefs and food sciences in the US and Vietnam. Each 1:1 interview took 1 to 2 hours. Here are some key insights:
Challenges with Existing Platforms
Users frequently mentioned issues that hindered their cooking experience on recipe websites and apps:
“The ads or the huge paragraph about how it’s a family recipe... I have to scroll a long time to the bottom of the page before I get to the recipe. Also, there’s no nutrition facts.”
“It’s annoying when there’s a super long story about the recipe that you have to scroll through before getting to the recipe.”
“Sometimes they don’t say the measurements or time, so I have to look it up.”
Desired Features
Participants suggested features to enhance their cooking experience:
“Easy-to-follow steps and maybe a place where you can write suggestions after you have tried the recipe.”
“Measurement/conversion tables that allow me to determine ingredient substitutions and their equivalent measurement amounts for the recipe.”
“Filters to search for recipes based on ingredients you have and dietary restrictions that you might be following.”
Persona
Personas are developed for a wide range of targeted groups
Site Architexture
I mapped out the site architecture with all pages fully detailed. It helps me stay organized and ensures every part of the site has a clear purpose.
Logo, Icons, Fonts, and Illustrations
I designed the logo and developed a custom font specifically for the name to give it a distinct and personal identity. The menu icons are also custom made to match the overall style and tone of the site. In addition, I created hand-drawn illustrations to bring a human touch and add visual warmth. Every detail was thoughtfully crafted to ensure the most personalized and unique experience possible.
Main Features and Onboarding
The main features include a custom landing page designed for visual consistency and a smooth user experience. During onboarding, users can choose their preferred language, making the site more accessible and welcoming to a wider audience.
Sign Up
For the sign-up process, users can create an account using their email or easily sign up with their Google or Facebook account. This gives flexibility and makes getting started quick and convenient.
Create profile
When creating a profile, users can select their cooking level and choose their main goals for using the app. This helps tailor the experience to their needs right from the start. A smooth and welcoming cooking animation with a slide bar adds a playful, inviting touch that makes the first impression feel warm and engaging.
Explore Vietnamese Culture Through Food Stories
Every delicious dish comes with a story behind it. Delve into the heart of Vietnamese culture through its diverse culinary landscape. From the comforting embrace of Pho to the sizzling delights of Banh Xeo, each dish tells a unique story steeped in tradition and innovation. Uncover the secrets of Cao Lau's ancient origins and the savory legacy of Bun Cha's presidential encounter. Experience the intricate flavors of Nuoc Mam, a cornerstone of Vietnamese cuisine. With every bite, embark on a flavorful journey that celebrates the vibrant history and cultural heritage of Vietnam.
Grocery shop in one quick trip
Enable location services to receive personalized ingredient recommendations based on your local market. If an ingredient isn't available in your area, the app suggests alternatives. It seamlessly switches between measurement systems and adjusts portions for your group size. Cooking multiple recipes? The app effortlessly combines them for efficient preparation. Enjoy the convenience of completing your culinary journey with just one trip to the store. Cooking has never been simpler.
Cook easily with explicit instruction
Each recipe is presented in easy-to-follow steps with clear instructions and detailed descriptions. If you need further assistance, instructional videos accompany each step. Additionally, every step lists the exact amount of ingredients and required utensils. Enjoy cooking with confidence, knowing that each phase of the process is made accessible and understandable.
Worried about health or allergies?
Each recipe includes nutrition facts for one serving and allergy information. Plus, I provide alternative ingredients if you're allergic to any of the originals. So, you can cook with peace of mind, knowing your needs are taken care of.
Find recipes based on what you already have
One of the standout features allows users to find recipes based on the ingredients they already have at home. Simply input what’s in your pantry, and the app will suggest delicious recipes you can make with what’s available, helping you get creative and reduce food waste.
Discover fresh ideas and see what your friends are cooking
The app regularly updates with new themes and concepts curated by collaborators. Alternatively, connect with friends or favorite influencers to explore their recipes and find inspiration for your next culinary adventure.
Recipes feed
The recipe feed offers a constantly refreshed stream of diverse cooking ideas and articles, ensuring there's always something new to explore. With a wide variety of recipes, users can discover fresh meal inspiration, try new techniques, and keep their cooking experience exciting and dynamic.
Food articles with recipes
The food articles section combines informative content with delicious recipes, offering users insightful articles on cooking techniques, nutrition tips, and food trends. Each article is paired with easy-to-follow recipes, giving readers both knowledge and inspiration to try something new in the kitchen.
Personalized Kitchen
The app offers fully personalized features that make the cooking experience your own. You can save your favorite recipes, write reviews to share tips with others, and create custom cookbooks to build a personal recipe gallery. It’s designed to help you stay organized and express your unique cooking style.
Sign out experience
Even when signing out, I make sure a smooth and polished experience for the user.
The social media campaign uses Instagram to further promote the app and connect with a wider audience. Each swipe post is thoughtfully curated, blending vibrant visuals with rich cultural stories that invite users to explore both food and Vietnamese culture in a deeper, more engaging way.
Posters
Promotional posters were designed to make a strong visual impact and attract attention in public spaces. Each poster features bold visuals and key highlights of the app, along with a QR code that allows users to quickly download the app directly from the store.
Recipe Cards
Free recipe cards are handed out as a fun and practical way to promote the brand. Each card is half-letter size and features an easy-to-cook, flavorful recipe that anyone can try at home. A QR code is included on every card, making it simple for people to scan and download the app on the spot.
App Demo Day
At the app demo day, I presented the app in person with supporting materials to showcase its features and purpose. To bring the experience to life, I prepared three dishes representing the northern, central, and southern regions of Vietnam. Each dish was paired with a detailed video demonstrating the cooking process, giving attendees a rich, hands-on look at the cultural depth and usability of the app.
