From business idea
to marketplace product.

Product strategy, end-to-end journey design and feature prioritisation for a Malaysian food marketplace.

The opportunity

TEMPAH connected customers with Muslim-friendly food from home chefs and restaurants. Its proposition gave smaller food businesses another route to market.

My role

I worked as Product Manager, shaping the business case, designing the product flows, defining features and managing prioritisation. My contribution connected the commercial proposition with the experience the product needed to deliver.

Designing the complete journey

The product needed to work for customers choosing food, merchants managing orders and the teams supporting fulfilment. I designed the flows across these connected experiences.

1. CustomerDiscover food → Browse menus → Select items → Order and pay → Receive the order
2. MerchantOnboard → Set up a menu → Manage availability → Handle orders → Prepare for fulfilment
3. OperationsSupport onboarding → Monitor orders → Coordinate fulfilment → Resolve exceptions

From journeys to delivery priorities

My work brought the business case, user flows and feature definition together to establish product priorities. The central challenge was balancing the needs of the different marketplace participants within a coherent ordering experience.

The marketplace model

Contemporary coverage described a seller-friendly model: fees were charged to customers rather than as commission to chefs and restaurants. Delivery involved partner and in-house riders.

Publicly reported launch traction

Halalop’s 3 October 2019 report described launches in Penang and Kuala Lumpur. These are historical platform figures, not current performance or results attributed solely to my work.

What this work demonstrates

Taking a product beyond individual screens: defining the business case, designing connected user journeys and turning them into a prioritised feature set.

My role and contributions are based on my project experience. Launch context and historical figures are sourced from the linked coverage. This case study documents earlier work; it does not present a currently available service.