Viet Nom
Heritage on Every Plate
A culturally-driven mobile app that raises awareness and appreciation for Vietnamese culture through the universal language of food.
More than a cookbook
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 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 & Specs
Moodboards
Two moodboards explore contrasting yet complementary directions. One uses a monochromatic black-and-white scheme focused on form, contrast, and timeless simplicity. The other is rich with color — celebrating cultural patterns, representation, and expressive styles. These approaches were blended to capture both subtle elegance and bold cultural vibrancy.
Market Research
A study examined cooking trends and people’s experiences with online recipes. Key findings:
Shift Toward Healthier Options
Increased interest in plant-based, low-carb, and whole-ingredient recipes.
Diverse Cultural Influences
Growing demand for international cuisines and recipes from around the world.
Convenience Factor
Quick, easy meal solutions remain highly popular among busy users.
Visual Appeal Matters
High-quality images and videos significantly improve recipe comprehension.
Personalization
Users want recipes tailored to dietary preferences, allergies, and available ingredients.
Community Engagement
Recipe sharing, reviews, and interaction with other cooks are highly valued.
Trust & Reliability
Users favor platforms with credible sources — reputable chefs, food bloggers, or well-known cooking sites.
Competitive Research
Competitive analysis of popular cooking apps (Tasty, Yummly, Allrecipes, Kitchen Stories, Food Network Kitchen) revealed strengths in video content and community, but weaknesses in navigation, accessibility, ad clutter, and limited recipe diversity. These insights shaped Viet Nom’s focus on clarity, cultural depth, and a low-friction experience.
Tasty
Strong video content and visual appeal; navigation and search could be clearer.
Yummly
Large database and personalization; accessibility around servings and quantities needed work.
Allrecipes
Solid community features; heavy advertising reduced the overall experience.
Kitchen Stories
User-friendly interface; recipe variety felt limited compared to competitors.
User Research
Surveys and 1:1 interviews (1–2 hours each) with beginners, home cooks, chefs, and food science students in the US and Vietnam uncovered recurring pain points and desired features.
“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.”
“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.”
Users wanted clear steps, measurement conversions, dietary filters, and less storytelling friction before reaching the recipe itself — while still valuing cultural context when presented thoughtfully.
Persona
Personas were developed across a wide range of target groups — from curious beginners discovering Vietnamese food for the first time to experienced cooks looking to deepen their cultural connection.
Site Architecture
A detailed site map organized every page and flow so each section had a clear purpose — from onboarding and recipe discovery to community features and the personal kitchen.
Logo, Icons, Fonts & Illustrations
A custom logo and type treatment for the name give Viet Nom a distinct identity. Menu icons were designed to match the tone, and hand-drawn illustrations add warmth and a human touch throughout the experience.
Main Features & Onboarding
The landing experience prioritizes visual consistency and a smooth first impression. During onboarding, users choose their preferred language for accessibility, then set cooking level and goals so the app can personalize content from the start.
Sign Up
Sign-up supports email or social (Google / Facebook) for low friction. Users can create an account quickly and start exploring without unnecessary barriers.
Create Profile
When creating a profile, users select their cooking level and main goals. A playful cooking animation with a progress bar makes the first impression warm and engaging rather than transactional.
Key Features
Explore culture through food stories
Every dish comes with a story — from the comforting embrace of Phở to the sizzling delights of Bánh Xèo. Users uncover origins, traditions, and the cultural heritage behind each recipe.
Grocery shop in one trip
Location-aware recommendations suggest ingredients available nearby, offer alternatives when needed, switch measurement systems, and combine multiple recipes into a single shopping list.
Cook with clear instructions
Each recipe breaks into easy steps with exact amounts, utensils, and optional instructional video. Nutrition facts and allergy information (with alternatives) support confident, safe cooking.
Worried about health or allergies?
Each recipe includes nutrition facts for one serving and allergy information, plus alternative ingredients so users can cook with peace of mind.
Cook with what you have
Input pantry ingredients and discover recipes you can make right away — reducing waste and sparking creativity.
Discover fresh ideas
The app regularly updates with new themes and concepts curated by collaborators. Connect with friends or influencers to explore their recipes and find inspiration.
Recipe feed
A constantly refreshed stream of 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
Save favorites, write reviews, and build custom cookbooks. The recipe feed and articles stay fresh with themes from collaborators and friends.
Sign out experience
Even signing out is designed to feel smooth and polished, maintaining the same care applied to every other touchpoint.
Interactive Prototype
Explore the full interactive Figma prototype for Viet Nom — walk through onboarding, recipes, stories, and the personal kitchen.
Interactive Prototype & App Demo Day
An interactive Figma prototype lets stakeholders explore the full flow. At app demo day, the product was presented in person alongside three regional dishes (north, central, south), each paired with a cooking video — bringing the cultural depth of Viet Nom to life.
Demo day 1
Demo day 2
Demo day 3
Demo day 4
Demo day 5
Demo day 6
Demo day 7
Demo day 8
Next project
Social Media & Print Materials
Instagram Campaign
The social media campaign uses Instagram to promote the app and connect with a wider audience. Each swipe post blends vibrant visuals with cultural stories that invite users to explore both food and Vietnamese culture more deeply.
Posters
Promotional posters were designed for strong visual impact in public spaces. Bold visuals, key highlights of the app, and a QR code let people download quickly 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.