NomNom: A Fresh Take on Meal Prep & Recipe Discovery
Tlotliso Morethi
Simplifying Cooking in a Social World
With cooking apps often overwhelming users with long videos and complex recipes, Nomnom aimed to simplify the process while making it fun and social. We identified two core challenges:
Users wanted recipes that are quick and easy to follow.
Food enthusiasts desired social features to connect with their favorite chefs and fellow cooks.
Nomnom’s goal was to create a platform where users could discover recipes in engaging formats, personalised to their dietary needs, and build a community around cooking.
Crafting a Fun, Engaging, and Personal Experience
◼︎ Understanding the User
We conducted user interviews and market research to identify the pain points: long recipes, lack of dietary personalisation, and limited social interaction on existing platforms.
Personas were developed to reflect different user groups, such as the busy home cook, the aspiring chef, and the socially-driven food enthusiast.
◼︎Personalised Onboarding
Designed an onboarding flow where users specify dietary preferences (e.g., vegan, gluten-free, keto).
Personalised recipe suggestions are served from the moment the user logs in, enhancing relevance and reducing friction.
◼︎ Integrating Social Features
Added the ability to follow chefs, home cooks, and influencers, making it easy for users to engage with their favorite creators.
Users can like, comment on, and even donate to content they enjoy, turning Nomnom into a community-driven platform.
◼︎ Revolutionising Recipe Formats
Introduced recipe videos, but in digestible formats. Full recipes are broken into short, step-by-step videos, allowing users to follow along at their own pace without feeling overwhelmed.
Short-form videos offer quick tips, recipe inspiration, and hacks that fit into a busy lifestyle.
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Posted Feb 15, 2025
For this project, I led user interviews and competitive analysis, then created wireframes, prototypes, and high-fidelity UIs and finally a UI kit for handover.
