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Munchly — Building an employee-Centered Lunch Benefit Platform
Munchly is an early-stage venture exploring how employee meal benefits can be redesigned to better serve modern work environments. Traditional benefit systems are often rigid, difficult to manage, and poorly aligned with how people actually work and spend.
Munchly approaches this problem as a system design challenge, balancing employee choice, employer constraints, and partner sustainability to create a more flexible, human-centered benefit experience.
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How It Started
From Observation to Idea
The idea for Munchly emerged through conversations with employees, HR teams, and small business partners. Repeatedly, the same issues surfaced: limited flexibility for users, administrative complexity for companies, and cash flow challenges for partners.
Rather than treating these as isolated problems, I approached them as parts of a larger system that had not been designed with all stakeholders in mind. This framing became the foundation for Munchly.
My Role & Contributions
As a co-founder, I worked across research, product discovery, and early-stage venture development. My focus was on turning ambiguity into structure and insight into actionable direction.
  • Conducted and supported user research with employees, HR professionals, and partners to validate core assumptions
  • Structured the problem space and helped define Munchly’s value proposition
  • Contributed to product discovery, customer journey design, and MVP direction
  • Prepared and delivered pitches to accelerators, partners, and juries
  • Supported fundraising efforts, contributing to securing $10,000 in early funding
  • Represented the venture at international demo days and entrepreneurship programs
Recognition & Milestones
Adobe Kickbox Intrapreneurship Program

Selected for PASHA Holding’s Adobe Kickbox program, where we validated Munchly through structured user interviews and experimentation. Successful completion of the RedBox phase led to $10,000 in pre-seed funding, supported by PASHA Group assets, Kapital Bank, and PASHA Pay.
EmpowerMe Youth Entrepreneurship Bootcamp

Participated in a 6-month entrepreneurship program organized by the Starbucks Foundation, Alshaya Group, and Habitat Association. Munchly advanced through both incubation and acceleration phases and was selected as 1 of 8 finalists from 200+ teams across Azerbaijan, Türkiye, and Kazakhstan, pitching at the international Demo Day in Istanbul.
TEKNOFEST Istanbul 2025 — FinTech

At TEKNOFEST, one of Europe’s largest technology and innovation festivals, our sub-project PerkPay was awarded 2nd Place in the FinTech category, selected from 200+ competing teams. The project later informed Munchly’s fintech-driven product direction.
What This Experience Taught Me
Building Munchly reinforced that design is not only about interfaces, but about systems, trade-offs, and real constraints. I learned how to navigate uncertainty, align diverse stakeholder interests, and make decisions with incomplete information.
The experience strengthened my ability to think structurally, communicate clearly, and balance human needs with operational and business realities.
Looking Ahead
What’s Next
Munchly continues to serve as a learning platform for me to explore human-centered system design at scale. Moving forward, I want to deepen my understanding of how incentives, behavior, and organizational structures interact—and how thoughtful design can improve everyday experiences within complex systems.
Munchly has momentum. But momentum without strategic depth is just motion. My next step is to immerse myself in an environment where I can pressure-test my assumptions, learn from world-class mentors, and prepare Munchly for scale.
I'm not looking to explore. I'm ready to build something extraordinary. — Ilaha Hajiyeva
Customer Journey and Experience Optimization
AZAL Miles
AZAL Miles is part of the broader passenger experience ecosystem at Azerbaijan Airlines. My work focuses on analyzing how passengers interact with the loyalty system, identifying friction points, and proposing improvements that enhance clarity, usability, and satisfaction.
01
Journey Mapping
Mapping the end-to-end journey to understand passenger touchpoints
02
User Behavior Analysis
Studying user behaviors to identify patterns and pain points
03
Structured Insights
Preparing structured insights that inform service improvements

This project reflects my interest in customer-centered systems and how thoughtful improvements can meaningfully change user experience.
Perkpay
PerkPay is an award-winning fintech concept developed for TEKNOFEST 2025, where it received 2nd Place in the FinTech category among 200+ competing teams at one of Europe’s largest technology and innovation festivals.
The project explores how employee benefits can be redesigned using data-informed segmentation and behavior-aware incentives. PerkPay analyzes historical spending patterns to group users based on real needs, enabling companies to design fairer and more effective perk strategies while giving employees full flexibility through a card-based payment model.
Beyond the competition, PerkPay served as early validation for Munchly. The concept is planned as a core feature in Munchly’s next development phase, translating competition insights into a scalable, real-world product direction.
Key focus:
Human-centered benefit design, fairness in incentives, and data-informed decision-making within complex systems.
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