Myma

Understanding

Many home chefs had the skills and capability to serve customers but lacked access to a structured and trusted marketplace.

Customers valued home-style food but often struggled to evaluate quality, consistency and reliability.

The opportunity existed on both sides. The missing piece was a system that could build trust and simplify interactions.

Approach

Rather than focusing only on transactions, the approach prioritised trust, familiarity and long-term engagement.

Every experience was designed to reduce friction, improve confidence and make participation easier for both customers and home chefs.

Execution

Onboarding experiences were continuously refined to improve accessibility and participation.

Subscription models and structured ordering systems were introduced to improve predictability and retention.

Familiar communication channels were integrated to reduce operational complexity and improve scalability.

Contribution

The work involved understanding user behaviour, shaping product experiences and improving the systems that connected home chefs with customers.

This included research, onboarding experiences, growth initiatives, operational workflows and continuous optimisation based on user feedback.

Outcome