👀 At-A-Glance

I created this in Winter 2022 - Spring 2023. From the start to user interviews, I teamed up with an aspiring youngster, and after that, I did solo (with a little help from AIs).

COMECHAY makes healthy eating a breeze! The recipe app empowers Vietnamese to create healthy meat-free meals with ease.

🕳️ The Problem

Initial problem discovery

Being a university student in Vietnam, I acknowledge and adore the benefits of living healthy and meat-free to my health. However, the hustle and bustle of a vibrant uni life in a new city take a lot of my time. Now, I wish there were an easy tool to help me.

White paper research + Initial user interview

According to Grabfood (2022), Kantar (2022), Huynh et al. (2022) and Thu et al. (2021):

• Further development of healthy and innovative products is a long-term opportunity, even if the audience for such goods is currently small; Covid-19 increased demand for such products.

• Post Covid-19: Food delivery is here to stay and heavy preference towards un-vegan food

⇒ Vietnamese people can easily adapt to a meat-free diet; their biggest challenge is the un-vegan food trend brought on by the burgeoning food delivery sector.

When I asked 5 of my friends and family members why they were reluctant to switch to a meat-free diet, I discovered some eye-opening pain points, such as malnutritions, limited availability, taste preferences, lack of awareness, etc.

I narrowed down our scope to focus on a primary problem: malnutritions.

🏹 The challenge

How might we create a guide to a world of healthy meat-free Vietnamese cooking?

💥 Competitive Analysis + The Gap

I examined the top four apps for this meat-free diet in both Vietnam and the international market. As these apps aren't particularly well-known in Vietnam, I kept looking into 2 other platforms.

Direct competitor - Overall:

• Vietnamese apps have poor UX/UI

• Low awareness and impact on Vietnamese

Indirect competitor - Overall:

• KOL’s personal channels (TikTok, YouTube, books,...)

• Communities (mostly facebook groups,...)

⇒ None is one-stop, can’t guarantee customized healthy long-term diets and aren’t tailored to Vietnamese cuisine

⇒ Comechay comes across a sweet spot, the market does not appear to have any strong rivals! Comechay has the potential to become a pioneer.

🤳 Who are my users?

🧑‍🏫 User Interviews

Users are chosen from a variety of genders, ages, and geographic locations based on the traits of the target user. There were 5 participants in total, 3 men and 2 women, with an average age of 31.

Research questions:

• Since when did you become a vegetarian/vegan?

• Why did you choose to abandon your previous eating habits in order to maintain your vegetarian/vegan lifestyle?

• What percentage of the time are you a vegetarian/vegan?

• What vegetarian/vegan diet type do you currently adhere to? Why?

• What should vegetarians/vegans focus on, in your opinion, in order for the diet to be most effective?

• What issues have you run into when becoming a vegetarian/vegan?

• How long has the issue existed, and how did you feel when you first ran into it?

• What is your typical approach to solving these issues when they arise?

• How would you typically prepare a new vegetarian/vegan dish if you wanted to change your eating habits one day while still getting all the nutrients you need?

🏹 Crafting the Solutions

📱 The Final Screens