ÑAM APP, 2022
Empowering culinary communities through a social foodie app
Empowering culinary communities through a social foodie app
PRODUCT
Mobile app (Android/iOS)
TEAM
2 Designers
2 Developers
5 Strategic advisors
TIMELINE
March, 2022 — July, 2022
4 months
METHODS
User research / Competitive analysis / System diagrams / User stories / Prototyping / Design system / Usability testing / MVP roadmapping
PRODUCT
Mobile app (Android/iOS)
TEAM
2 Designers
2 Developers
5 Strategic advisors
TIMELINE
March, 2022 — July, 2022
4 months
METHODS
User research / Competitive analysis / System diagrams / User stories / Prototyping / Design system / Usability testing / MVP roadmapping
Show details
PRODUCT
Mobile app (Android/iOS)
TEAM
2 Designers
2 Developers
5 Strategic advisors
TIMELINE
March, 2022 — July, 2022
4 months
METHODS
User research / Competitive analysis / System diagrams / User stories / Prototyping / Design system / Usability testing / MVP roadmapping
ÑAM APP, 2022
Empowering culinary communities through a social foodie app
PRODUCT
Mobile app (Android/iOS)
TEAM
2 Designers
2 Developers
5 Strategic advisors
TIMELINE
March, 2022 — July, 2022
4 months
METHODS
User research / Competitive analysis / System diagrams / User stories / Prototyping / Design system / Usability testing / MVP roadmapping
Overview
In 2021, Comida Para Todos, a social platform dedicated to fighting hunger in Chile, received an investment fund from the Inter-American Development Bank (IADB) with the goal of creating a digital ecosystem to boost employability and culinary entrepreneurship among vulnerable youth and women.
Our team led the design and development of Ñam App, a social network focused on sharing short video content related to gastronomy, with the goal of connecting communities and fostering the exchange of culinary knowledge and experiences.
My role
As a product designer, I worked on the creation of a minimum viable product (MVP) for Ñam App alongside a remote team of two designers and two developers. Through collaborative efforts, we identified and prioritized key features for the product’s implementation. Based on the insights gained, I explored and validated early concepts, optimizing user flows through continuous iterations. I developed wireframes and high-fidelity prototypes, achieving a cohesive user interface well-integrated with the Ñam digital ecosystem.
Outcomes
Reduced development time by 40% through the prioritization of key features, optimization of user flows, and product planning.
Designed over 50 screens with a 90% consistency in the UI after the implementation of a scalable, mobile-first design system.
Successfully launched the MVP with 3,000+ downloads and 60% user retention rate within the first month.
Discovery
The initial research aimed to define the role of the mobile application within Ñam’s digital ecosystem, understanding its purpose and its relationship with the other two platforms: Ñam Talents and Ñam Academy.
Through analytical tools, interaction dynamics between the platforms were identified, market trends in similar products were explored, and the needs of potential users were analyzed in depth. These findings provided a solid foundation for designing functionalities aligned with the strategic objectives of the project.
Ecosystem map
First, we created a diagram to visualize the complete picture of the Ñam ecosystem. This tool allowed us to identify interdependencies between the platforms and map key connections between users and ecosystem components.
Drag to explore — Ecosystem map
Ecosystem map
Drag to explore — Ecosystem map
Competitive analysis
We analyzed technological references such as TikTok, Instagram, educational platforms, and short-video applications, with special emphasis on understanding how these platforms design engaging experiences through gamification, social interaction, and accessible content.
Comparative table of platforms
Comparative table of platforms
Comparative table of platforms
User interviews insights
To better understand the needs and expectations of potential app users, we conducted interviews with 15 individuals matching the following profiles:
Young adults (18–35 years old) enthusiastic about cooking but without professional training.
People actively seeking job and educational opportunities in the sector.
Users of similar platforms (social networks, job boards, online courses).
Below are the three key insights from the interviews:
01.
Short video format
Users found short, visually engaging clips more effective for learning recipes and cooking techniques than long-format videos. They valued concise, step-by-step demonstrations that allowed them to quickly grasp and apply new skills.
02.
Relevance of gamified content
Many interviewees preferred hands-on, interactive experiences over passive content consumption. They wanted tutorials, challenges, and structured activities that encouraged active participation, rather than just watching videos.
03.
Networking and community-driven features
Aspiring chefs and entrepreneurs saw value in connecting with others in the industry, whether for learning, mentorship, or collaboration. They wanted tools that facilitated networking and content sharing, helping them grow within the culinary space.
01.
Short video format
Users found short, visually engaging clips more effective for learning recipes and cooking techniques than long-format videos. They valued concise, step-by-step demonstrations that allowed them to quickly grasp and apply new skills.
02.
Relevance of gamified content
Many interviewees preferred hands-on, interactive experiences over passive content consumption. They wanted tutorials, challenges, and structured activities that encouraged active participation, rather than just watching videos.
03.
Networking and community-driven features
Aspiring chefs and entrepreneurs saw value in connecting with others in the industry, whether for learning, mentorship, or collaboration. They wanted tools that facilitated networking and content sharing, helping them grow within the culinary space.
01.
Short video format
Users found short, visually engaging clips more effective for learning recipes and cooking techniques than long-format videos. They valued concise, step-by-step demonstrations that allowed them to quickly grasp and apply new skills.
02.
Relevance of gamified content
Many interviewees preferred hands-on, interactive experiences over passive content consumption. They wanted tutorials, challenges, and structured activities that encouraged active participation, rather than just watching videos.
03.
Networking and community-driven features
Aspiring chefs and entrepreneurs saw value in connecting with others in the industry, whether for learning, mentorship, or collaboration. They wanted tools that facilitated networking and content sharing, helping them grow within the culinary space.
Ideation
The ideation phase focused on structuring the initial product vision before moving into digital prototyping. To achieve this, we focused on two key areas: defining the app’s scope through user stories and structuring conceptual ideas into wireframes. Additionally, we consolidated visual references, graphic elements, and design principles to establish a cohesive creative direction.
User stories
We created a collaborative user story document to define the application’s key functionalities. This approach helped prioritize tasks, align objectives across design, development, and stakeholders, and bridge business needs with technical implementation, ensuring a shared product vision.
Left: Part of the project's user stories; Right: Team comments
Left: Part of the project's user stories; Right: Team comments
Left: Part of the project's user stories; Right: Team comments
Wireframing
The initial concepts were refined into mid-fidelity wireframes, structuring the key flows based on the user stories. A design audit was then conducted to gather team feedback, ensuring that the product architecture addressed both user and business needs.
Part of the user flows visualized in wireframes
Design
After defining the product scope through user stories and validating the information architecture with wireframes and user flows, we transitioned into the high-fidelity design stage. The goal was to create a visually cohesive and intuitive interface while ensuring accessibility, scalability, and seamless interaction patterns.
By leveraging an iterative design approach, we developed a fully navigable prototype that allowed us to test usability and refine details before moving into development. Each design decision was carefully evaluated to enhance the user experience, align with Ñam’s brand identity, and support engagement strategies.
Account creation and content preferences
Account creation and content preferences
Account creation and content preferences
Login and password recovery
Login and password recovery
Login and password recovery
Content scrolling and video posting
Content scrolling and video posting
Content scrolling and video posting
Through A/B testing, we identified areas where users struggled to access core features. The initial navigation structure contained too many options, creating decision fatigue. To address this, we reduced the number of elements in the bottom bar to enhance clarity, and reorganized content layers and hierarchies to simplify exploration without overwhelming the interface.
Profile options and customization
Profile options and customization
Profile options and customization
Individual content collections
Individual content collections
Individual content collections
Design system
A scalable design system was implemented to ensure visual consistency and facilitate rapid product iteration. It included a library of reusable components, typography guidelines, a color palette, and interaction elements, guaranteeing a cohesive design language across all platforms.
Drag to explore — Some styles and components of the Design System
'Ñami' reward system
The ‘Ñami’ system was originally introduced in Ñam Academy as an engagement mechanism, allowing users to earn tokens by completing learning tasks and unlocking new formative courses.
For Ñam App, our challenge was to define which interactions (such as uploading videos, receiving likes, or participating in community challenges) would be rewarded with ‘Ñamis’. Additionally, we needed to design a centralized wallet system, enabling users to visualize their earned tokens across the entire Ñam ecosystem.
Drag to explore — Challenges, interaction rewards and wallet system
Challenges, interaction rewards and wallet system
Drag to explore — Challenges, interaction rewards and wallet system
Further steps
Having reached a minimum viable product (MVP) concept design, we then focused on transitioning from design to development while planning for future iterations.
Sprint planning
To ensure an agile and structured development process, we organized work into two-week sprints, allowing for rapid iteration and continuous feedback. Each sprint followed this workflow:
Backlog prioritization: We prioritized epics and user stories based on technical feasibility and time constraints, ensuring that critical features were addressed first.
Sprint planning: We organized team meetings to align goals, scope and deliverables for the upcoming sprints.
Sprint review and testing: Each sprint concluded with an internal demo and usability testing to validate features before moving forward.
Summarized project planning
Summarized project planning
Summarized project planning
Development handoff
To facilitate a smooth transition from design to development, we implemented a structured handoff process using Figma and Notion:
Component documentation: We documented each element from the design system (buttons, cards, typography, icons, etc.) with usage guidelines and interaction behaviors.
Prototype annotation: A high-fidelity prototype was provided to the development team to help them understand user stories, flows, and intended interactions.
Handoff meetings: We conducted review sessions with developers to clarify specifications, address questions, and ensure design feasibility before implementation.
Conclusion
This project was a valuable learning experience in designing for social engagement. While established platforms served as strong references, it was essential to differentiate Ñam App by incorporating unique features tailored to the culinary community. Finding a balance between familiarity and innovation was key to crafting an engaging experience.
My thoughts +3 years later
Revisiting Ñam App for my portfolio was a great chance to reflect on new ways to approach this type of design challenge with the experience I’ve gained over the years. While I made some updates to the visual design, I preserved the core features that defined the app's launch to highlight the process of product creation, along with the project constraints. Overall, I believe we delivered a strong, well-structured product that effectively served its purpose.
What could be improved?
Feature scope vs execution challenges: Certain features, such as video editing tools and challenges, were scaled down due to technical and time constraints. Early collaboration with developers could have helped define feasible alternatives sooner.
Stronger differentiation: While using UX patterns from leading social networks was helpful, more user-driven innovation could have been explored through co-creation workshops with culinary content creators.
Overview
In 2021, Comida Para Todos, a social platform dedicated to fighting hunger in Chile, received an investment fund from the Inter-American Development Bank (IADB) with the goal of creating a digital ecosystem to boost employability and culinary entrepreneurship among vulnerable youth and women.
Our team led the design and development of Ñam App, a social network focused on sharing short video content related to gastronomy, with the goal of connecting communities and fostering the exchange of culinary knowledge and experiences.
My role
As a product designer, I worked on the creation of a minimum viable product (MVP) for Ñam App alongside a remote team of two designers and two developers. Through collaborative efforts, we identified and prioritized key features for the product’s implementation. Based on the insights gained, I explored and validated early concepts, optimizing user flows through continuous iterations. I developed wireframes and high-fidelity prototypes, achieving a cohesive user interface well-integrated with the Ñam digital ecosystem.
Outcomes
Reduced development time by 40% through the prioritization of key features, optimization of user flows, and product planning.
Designed over 50 screens with a 90% consistency in the UI after the implementation of a scalable, mobile-first design system.
Successfully launched the MVP with 3,000+ downloads and 60% user retention rate within the first month.
Discovery
The initial research aimed to define the role of the mobile application within Ñam’s digital ecosystem, understanding its purpose and its relationship with the other two platforms: Ñam Talents and Ñam Academy.
Through analytical tools, interaction dynamics between the platforms were identified, market trends in similar products were explored, and the needs of potential users were analyzed in depth. These findings provided a solid foundation for designing functionalities aligned with the strategic objectives of the project.
Ecosystem map
First, we created a diagram to visualize the complete picture of the Ñam ecosystem. This tool allowed us to identify interdependencies between the platforms and map key connections between users and ecosystem components.
Drag to explore — Ecosystem map
Competitive analysis
We analyzed technological references such as TikTok, Instagram, educational platforms, and short-video applications, with special emphasis on understanding how these platforms design engaging experiences through gamification, social interaction, and accessible content.
Comparative table of platforms
User interviews insights
To better understand the needs and expectations of potential app users, we conducted interviews with 15 individuals matching the following profiles:
Young adults (18–35 years old) enthusiastic about cooking but without professional training.
People actively seeking job and educational opportunities in the sector.
Users of similar platforms (social networks, job boards, online courses).
Below are the three key insights from the interviews:
01.
Short video format
Users found short, visually engaging clips more effective for learning recipes and cooking techniques than long-format videos. They valued concise, step-by-step demonstrations that allowed them to quickly grasp and apply new skills.
02.
Relevance of gamified content
Many interviewees preferred hands-on, interactive experiences over passive content consumption. They wanted tutorials, challenges, and structured activities that encouraged active participation, rather than just watching videos.
03.
Networking and community-driven features
Aspiring chefs and entrepreneurs saw value in connecting with others in the industry, whether for learning, mentorship, or collaboration. They wanted tools that facilitated networking and content sharing, helping them grow within the culinary space.
Ideation
The ideation phase focused on structuring the initial product vision before moving into digital prototyping. To achieve this, we focused on two key areas: defining the app’s scope through user stories and structuring conceptual ideas into wireframes. Additionally, we consolidated visual references, graphic elements, and design principles to establish a cohesive creative direction.
User stories
We created a collaborative user story document to define the application’s key functionalities. This approach helped prioritize tasks, align objectives across design, development, and stakeholders, and bridge business needs with technical implementation, ensuring a shared product vision.
Left: Part of the project's user stories; Right: Team comments
Wireframing
The initial concepts were refined into mid-fidelity wireframes, structuring the key flows based on the user stories. A design audit was then conducted to gather team feedback, ensuring that the product architecture addressed both user and business needs.
Part of the user flows visualized in wireframes
Design
After defining the product scope through user stories and validating the information architecture with wireframes and user flows, we transitioned into the high-fidelity design stage. The goal was to create a visually cohesive and intuitive interface while ensuring accessibility, scalability, and seamless interaction patterns.
By leveraging an iterative design approach, we developed a fully navigable prototype that allowed us to test usability and refine details before moving into development. Each design decision was carefully evaluated to enhance the user experience, align with Ñam’s brand identity, and support engagement strategies.
Account creation and content preferences
Login and password recovery
Content scrolling and video posting
Through A/B testing, we identified areas where users struggled to access core features. The initial navigation structure contained too many options, creating decision fatigue. To address this, we reduced the number of elements in the bottom bar to enhance clarity, and reorganized content layers and hierarchies to simplify exploration without overwhelming the interface.
Profile options and customization
Individual content collections
Design system
A scalable design system was implemented to ensure visual consistency and facilitate rapid product iteration. It included a library of reusable components, typography guidelines, a color palette, and interaction elements, guaranteeing a cohesive design language across all platforms.
Drag to explore — Some styles and components of the Design System
'Ñami' reward system
The ‘Ñami’ system was originally introduced in Ñam Academy as an engagement mechanism, allowing users to earn tokens by completing learning tasks and unlocking new formative courses.
For Ñam App, our challenge was to define which interactions (such as uploading videos, receiving likes, or participating in community challenges) would be rewarded with ‘Ñamis’. Additionally, we needed to design a centralized wallet system, enabling users to visualize their earned tokens across the entire Ñam ecosystem.
Drag to explore — Challenges, interaction rewards and wallet system
Further steps
Having reached a minimum viable product (MVP) concept design, we then focused on transitioning from design to development while planning for future iterations.
Sprint planning
To ensure an agile and structured development process, we organized work into two-week sprints, allowing for rapid iteration and continuous feedback. Each sprint followed this workflow:
Backlog prioritization: We prioritized epics and user stories based on technical feasibility and time constraints, ensuring that critical features were addressed first.
Sprint planning: We organized team meetings to align goals, scope and deliverables for the upcoming sprints.
Sprint review and testing: Each sprint concluded with an internal demo and usability testing to validate features before moving forward.
Summarized project planning
Development handoff
To facilitate a smooth transition from design to development, we implemented a structured handoff process using Figma and Notion:
Component documentation: We documented each element from the design system (buttons, cards, typography, icons, etc.) with usage guidelines and interaction behaviors.
Prototype annotation: A high-fidelity prototype was provided to the development team to help them understand user stories, flows, and intended interactions.
Handoff meetings: We conducted review sessions with developers to clarify specifications, address questions, and ensure design feasibility before implementation.
Conclusion
This project was a valuable learning experience in designing for social engagement. While established platforms served as strong references, it was essential to differentiate Ñam App by incorporating unique features tailored to the culinary community. Finding a balance between familiarity and innovation was key to crafting an engaging experience.
My thoughts +3 years later
Revisiting Ñam App for my portfolio was a great chance to reflect on new ways to approach this type of design challenge with the experience I’ve gained over the years. While I made some updates to the visual design, I preserved the core features that defined the app's launch to highlight the process of product creation, along with the project constraints. Overall, I believe we delivered a strong, well-structured product that effectively served its purpose.
What could be improved?
Feature scope vs execution challenges: Certain features, such as video editing tools and challenges, were scaled down due to technical and time constraints. Early collaboration with developers could have helped define feasible alternatives sooner.
Stronger differentiation: While using UX patterns from leading social networks was helpful, more user-driven innovation could have been explored through co-creation workshops with culinary content creators.
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