imagi: reimagining coding education for all

To bridge the persistent gaps in learning and educational opportunities worldwide, it is important to address the evolving demands of the future workforce. By 2030, ¾ of jobs will require advanced digital skills, yet there will not be enough computer science graduates to meet this demand. While the pre-teen and teen years play a crucial role in shaping future career paths, the current educational system lacks the resources to equip children with strong coding capabilities and sustain their interest in the field for the long-term.

Why is this the case?

Educators feel ill-equipped to teach coding. A Google/Gallup study found that only 60% of principals believed their teachers had confident skills to teach coding.

Students lose interest in computer science with age. While they engage in simple block-based coding in their early years, half of them express difficulties transitioning to real-world script-based coding later.

Gender disparity further amplifies the issue. At age 12 boys and girls show equal interest in computer science, but by age 14 while 47% of the boys are engaged, only 12% of girls remain interested. This leads to a direct loss of potential talent for the tech workforce before they even reach their adolescence. 

A recent report from Girls Who Code found that while 37% of computer scientists in 1995 in the US were women, only 24% were in 2017. Depressingly, that number is projected to drop to as low as 20% by 2027.

As we see, there are four major parts to this problem:

1. Limited opportunities for girls to engage with computer science before the critical age of 14, a pivotal period for forming future career aspirations. Many schools don't offer computer science, and access to after-school coding programs or at-home learning tools are not universal.

2. Even when girls do have the opportunity to explore computer science, it's often presented in the context of subjects that also carry gender biases, like mathematics and robotics. As a result, girls are not engaged or included effectively. 

3. Girls often face a lack of encouragement to pursue programming due to societal norms and expectations. Teachers, influenced by gender stereotypes, may unwittingly guide girls towards traditionally "female" subjects, while expecting boys to excel in STEM. Peer pressures further compound this problem, with labels like "geeky" or "nerdy" acting as deterrents for girls interested in coding. At home, parental beliefs about gender roles can skew the support they offer their children, discouraging girls from considering a future in STEM.

4. The lack of visible female role models, particularly in educational settings, greatly contributes to the perception that coding and computer science are not for girls. When the predominantly female teaching staff lacks confidence or curiosity about tech, they inadvertently become negative role models, reinforcing the stereotype of coding as a male domain. This not only impacts the way girls view the subject but also perpetuates a cycle where tech and coding are perceived as less suitable or accessible for girls. 

imagi’s innovative solution is a suite of tools that combine computer science and digital literacy education with art and creativity, tailored to empower educators and offer inclusive learning opportunities for middle school students, with a specific focus on pre-teen girls.

At the core of our offerings is imagi Edu, a freemium platform that allows educators of all skill levels to deliver engaging Python coding lessons. It seamlessly integrates text-based programming with pixel art creation, offering a visual outcome that enhances learner engagement. In addition to Python coding, the imagi curriculum covers real-world skills including digital literacy and computational thinking. Our educational offering for schools includes teacher training programs and a supportive educator community. These resources equip educators to confidently deliver coding education.

https://www.youtube.com/watch?v=4UJPw4ANyuY 

The imagi mobile app allows learning to continue at home or on the go. The in-app tutorials are designed to teach through interactivity, making the learning experience feel like play. The in-app global community allows children to show their peers what they can create, learn from each other, and inspire each other. The community aspect is crucial for strengthening girls’ sense of belonging in groups that have an interest in STEM and coding.

To supplement the digital learning experience, we've developed the imagiCharm, a wearable gadget that brings code and pixel art to life in the physical world. By wearing their own programmed art, students feel a sense of pride and ownership in their coding skills, boosting their confidence and enthusiasm for tech.

https://www.youtube.com/watch?v=1VKnT8sXe60 

imagi offers a novel approach to teaching Python programming by integrating the foundational principles of Scratch, known as the 4Ps - Project, Peers, Passion, and Play - with the addition of Python, creating a unique learning environment that encourages creativity, art, and self-expression. The gender-inclusivity is achieved through a user interface and content that are designed to be welcoming and engaging for students of all genders. By ensuring that the content and interface do not perpetuate stereotypes, imagi aims to make coding more approachable and appealing to a broader demographic.

We are currently integrating AI into the platform to assist in the debugging process, by providing personalized explanations, thus reducing frustration and improving learning efficiency. Additionally, AI will support educators in creating lesson materials that are culturally relevant and aligned with the interests of the students in their classroom. This personalized approach ensures that the content resonates with students, making the learning experience more engaging and effective. We plan to also incorporate AI into the curriculum to increase AI literacy among teachers and students.

Just as we incorporate AI while keeping humans at the center, our strong emphasis on the educator community further enforces our human- & educator-centered approach. The imagi educator community provides a platform for educators to share ideas, challenges, and feedback, and to draw inspiration from one another. This community aspect not only supports educators in their teaching endeavors but also ensures the continual improvement and relevance of the tool. 

imagi's target beneficiaries are kids ages 8-14+ with a special focus on girls and non-binary youth and their educators. As our ambition is to close the gender and underrepresentation gap in tech, we focus on middle schoolers because this is the critical period when interest in STEM often wanes for this demographic (citation: Google and Gallup). By later teen years it is too late; only 1 out of 3 US high schoolers in foundational computer science courses are girls (citation: CSTA 2021 State of CS Report). 

We're proudly committed to supporting classroom teachers, many of whom lack computer science expertise but are now tasked with teaching these programming skills. Our tools and curriculum are proven to empower folks of all backgrounds to confidently deliver engaging coding lessons. As makerspace educator Wendie (from Whitehouse ISD, Texas) who didn’t know Python before imagi says: “Coding is new to all of us, and the app makes it easier to guide the students and follow along.”

imagi has also partnered with educational organizations supporting minoritized populations, such as Black Girls CODE and various Girl Scouts Councils, to further understand and meet the needs of underrepresented groups in Tech. We keep an open dialogue with partners, incorporating their instructors’ feedback into the ongoing development of our products.

To present an overarching view of our impact in 2023:

• In the mobile app, users published 21,000 coding projects and created 555,000 private projects, amounting to over 19 million lines of code.

• 165 projects were submitted to our #InspiringWomen coding challenge, our most popular coding challenge in 2023.

• On the imagi Edu platform, teachers created 2,600 projects and students created 33,400 projects.

Our team brings a unique blend of passion, lived experiences, and technical skills that makes us well-positioned to deliver our solution.

Co-Founders Dora and Beatrice both have professional experience in the Tech industry and studied STEM subjects throughout university (both attended NYU Abu Dhabi and KTH Royal Institute of Technology) – often being some of the few women in the room. In fact, at one of Dora’s internships at a large corporation, she was known as “the girl on the 7th floor” because there simply were no others. 

We are engineers who've faced discrimination in Tech ourselves, inspired to take action and change the pipeline for girls around the world. And now as entrepreneurs we face a new set of gendered challenges, around raising investment for example – so we distinctly understand the importance of equity. The lack of diversity in Tech to us means a lack of diverse perspectives in the technologies and solutions being built. Often these biases negatively impact women’s lives by reducing wealth and opportunities. 

Complementing our co-founders’ leadership, our team comes from diverse backgrounds and brings their unique insights to the table. Jenn is a former educator who understands the classroom dynamics and obstacles which educators face while delivering STEM lessons. She provides an insider's perspective that helps shape our teacher resources and community. 

To ensure our solution resonates with our target users, we prioritize ongoing engagement with the communities we serve. We conduct girl-focused user testing and regular feedback sessions with educators to gain insights into their needs and challenges. We also operate a highly active online educator community that serves as a direct communication channel between our team and the educators using our platform. This allows us to consistently incorporate user feedback and ideas into the evolution of our products.

We also actively engage with student interns who bring fresh perspectives to the team. Additionally, by involving interns in product development or coding instruction, we also offer them hands-on experience in the tech industry, aiding in their own personal development.

We believe in co-creation, meaning our solution is not a product we simply deliver to the community, but rather, something we constantly shape and improve based on the needs and suggestions of the users. This approach allows us to remain adaptable and responsive to changes in the educational landscape and the diverse needs of our learners.

The imagi mobile app is available for free globally and has users in 146 countries. 

Out of the 277,601 users of the imagi mobile app, 60% identify as girls, 31% as boys, 4.7% as non-binary, and 4.3% as other.

In our iOS app, we monitor children's growing interest in coding and technology. After completing 12 levels in the imagi mobile app, 32% of girls and non-binary children indicated a heightened interest in coding, compared to 25% of boys. With a sample size of 9,706, the data suggest that while our method is beneficial for all children, it appears to engage girls and non-binary children more effectively, as they report a higher increase in interest.

The imagi Edu platform is used by educators in 87 countries, mainly in North America and Europe, with the US representing the main area of growth. 

Out of the 15,500 student accounts on the imagi Edu platform used in schools and by partner organizations, 1,273 are from exclusively all-girls programs, and we estimate that an additional 7,042 are female students (given the 49.5% gender ratio in US secondary schools).

We ask educators and partners to administer surveys to their students. A key question in these surveys is whether students agree or disagree (on a scale) with the statement: "I want to continue learning with imagi." Results indicate that 70% of students express a desire to continue after one workshop, and this figure stays at 44% after completing an entire course. Additionally, 85% of students find coding with imagi "fun" after one workshop, and 67% after a full course. The surveys were completed by 324 students after a workshop and 77 students after a full course.

imagi faces several challenges in expanding our innovative coding education solution around the US.

From a financial perspective, the biggest challenge is securing the necessary funds to invest in expanding our team and establishing a strong presence in more states. We have a successful track record with several nonprofits, as well as a small number of independent and public schools, but the costs associated with market entry and growth in the US are significant. We hope that Solve can assist us not only with funds but also with introductions to potential investors and partners who share our vision.

As we continue to improve our solution with additional features and expand our curriculum offering to stay relevant in an AI-enhanced but human-centered world, we could benefit from the expertise of Solve and its network in the education innovation space. Support from both academic and industry experts could expedite and ensure the relevance of our product development.

Legally, navigating the regulatory landscape and ensuring compliance with US laws and regulations is daunting. Access to the expertise within Solve and its network could provide invaluable guidance and help us avoid costly legal mistakes.

From a market perspective, building relationships with key stakeholders across American schools and the broader education community is crucial. We are trying to grow our partnerships with school districts, and state DOEs, but as newcomers, our network is limited. The connections that Solve can provide would significantly accelerate our market penetration.

We are excited by the potential of the 9-month Support Program to help us overcome these challenges. The comprehensive needs assessment will give us a clear understanding of our areas for development. The learning and development modules will help us refine our business model and scaling plans as well as to iterate on our assessment, impact measurement, and theory of change to better tailor it to the US public school market, while leadership coaching will empower our team to lead this expansion effectively.

Most importantly, we value the opportunity to join a community of peers and learn from each other. We are passionate about inclusive future-proof education and believe that, with the right support, imagi can play a pivotal role in making this a reality in the US.

We see the Global Learning Challenge not simply as a funding opportunity, but as a platform to accelerate our impact, refine our approach, and contribute to a more equitable future for all. We look forward to the opportunity to work with Solve and are committed to making the most of the resources and support offered to create real change.

Our solution, imagi, stands out for its innovative approach to gender-inclusive computer science education that integrates creativity, self-expression, and community. We are bridging the gap between education and real-world coding through a gender-inclusive lens, something that has not been adequately addressed within the edtech industry. We believe that our solution’s innovation lies in the following aspects:

1. Fostering inclusivity: Our tools are intentionally designed to engage pre-teen girls and non-binary kids, shifting away from traditional coding education that often caters predominantly to male interests. Additionally, our curriculum and learning materials are designed to reflect diverse perspectives and experiences, ensuring that students from all backgrounds find something relatable and exciting. We aim to break down barriers to participation in tech-related fields and empower girls as well as underrepresented groups, i.e. non-binary kids to pursue careers in STEM. 

2. Integration of art, self-expression, and coding: By combining pixel art creation with Python programming, we are innovating the way coding is taught and encourage creativity and self-expression. This visual approach facilitates rapid feedback, enhancing learning and providing students with tangible achievements to bolster their pride and motivation. 

3. Supporting teachers with varied skill levels: Our platform equips educators with various proficiency levels in coding, making quality coding education accessible even in classrooms where teachers may not have a strong background in the subject.

4. Teacher empowerment and community building: We offer comprehensive training programs to ensure teachers feel confident about using our tools and introduce them to delivering our curriculum in an adaptive and flexible way. We also cultivate a vibrant online educator community where teachers can share experiences, learn from each other, and grow professionally. This supportive network not only enhances the delivery of coding education but also builds a sense of belonging among educators.

5. Seamless school-to-home learning: Our offerings extend from the classroom to the home, allowing learners to engage with coding education anytime, anywhere. This ensures continuity in the learning process, particularly vital for girls who may not have as many opportunities to engage with coding outside of school.

6. Creating a global learning community: Through our imagi app, we're fostering a supportive online community where learners can share their projects and learn from one another. This social component is unique and particularly resonates with girls who generally value collaborative learning environments and being part of a community of peers with shared interests.

7. Cultivating belonging, confidence, and interest: We believe that cultivating a sense of belonging and confidence in girls is as crucial as developing their interest in coding. Our teaching methods, tools, and community-focus are designed to foster confidence, emphasizing that every girl can succeed in coding and tech.

imagi's approach has the potential to catalyze broader positive impacts in the edtech space. By demonstrating the effectiveness of our model, we encourage other edtech companies to design products that are more inclusive and engaging for all learners. Furthermore, we contribute to the diversification of the future tech workforce, influencing the culture of the tech industry to be more inclusive and representative.

Our theory of change is based on the notion that technology is the bedrock of our future and diverse voices must drive its evolution. However, the underrepresentation of women in the tech workforce, constituting less than 20% despite equal interest in computer science at age 12, according to a Google and Gallup study, underscores a significant challenge. 

At imagi we confront this issue head-on by fostering sustained tech interest among girls during their formative years as well as equipping them with the coding skills necessary to thrive in a complex industry. Our theory posits that girls who engage with imagi’s products and community will deepen their tech interest over time. We aim to expose 1 million girls to coding via imagi in the next 3 years, directly tackling this interest gap!

Our mission at imagi is to empower students worldwide, particularly girls and non-binary youth, with robust coding skills and the confidence to innovate. We envision transforming computer science education from an early age (upper elementary, ages 8-10) by providing comprehensive, interactive, and inclusive tools designed to inspire students and prepare them for tech careers. We dream of the girls who embark on their coding journey with imagi evolving into women who shape the future of technology, thereby closing the substantial gender gap in the sector. 

A pivotal element in realizing this vision is supporting educators, as they serve as the conduits to reaching thousands of young people simultaneously. We are aligning our products with US states’ curriculum requirements and coding-related education standards which makes it simpler to adopt at schools. Furthermore, we closely support educators to feel comfortable using our tools as well as utilize it in the most adaptive way that fits their students’ demography and needs. 

To ensure effectiveness and alignment of our products, we continually assess their impact on student’s tech interest and confidence. We collect data through built-in surveys and individual user interviews, which then we use to adapt our offerings. Through this feedback loop, we ensure our students feel confident in their programming abilities, see themselves as part of the tech world, and identify potential opportunities within STEM fields.

In formulating impact goals, it's important to make them SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. 

Next Year's Goals:

1. Extended reach: To reach and engage 5,000 new educators across the U.S., thereby increasing access to our educational resources and platform for an estimated 100,000 students. This will be achieved through marketing campaigns, partnerships with educational institutions (namely public school districts), and amplifying our presence in educational conferences and events.

2. Increased user engagement: Achieve a 25% increase in the engagement levels of girls and non-binary youth within our app, as measured by the frequency of use, number of completed projects, and time spent on the platform. We plan to achieve this by regularly updating and refining our curriculum based on user feedback and by introducing new, exciting features in our imagi Edu platform.

3. Enhanced teacher confidence: Increase teacher confidence in delivering coding lessons by 30% as measured by pre- and post-training assessments. We will enhance our teacher training programs, create more support resources, and strengthen our educator community for knowledge sharing and mentorship.

Five Year Goals:

1. National Presence: Establish imagi as a nationally recognized educational tool, used by over 50,000 educators, impacting over a million students across the U.S. We will work towards forming strategic partnerships with national education bodies, school districts, and influential educational platforms to achieve this.

2. Diverse Coding Community: Cultivate an active community of half a million girls and non-binary youth who use the imagi platform regularly, thereby establishing a large, diverse pool of young people equipped with coding skills. We aim to achieve this through targeted outreach programs, creating more engaging and tailored learning experiences, and fostering a sense of belonging and support within the community.

3. Impact Measurement: Collect robust impact data demonstrating a significant improvement in girls’ confidence, interest, and proficiency in coding. This includes a 50% increase in the number of girls who wish to pursue further studies or a career in tech. We plan to do this through regular surveys, interviews, and studies conducted with our user base.

4. Influencer in Policy: Influence education policy towards a more inclusive, creative, and student-friendly approach to teaching coding. We will achieve this by actively participating in policy discussions, presenting our findings and solutions at important forums, and working alongside policymakers to highlight the benefits of our approach.

These goals are ambitious but achievable with the systematic expansion of our offerings, dedicated focus on user engagement, and persistent advocacy for a more inclusive approach to teaching coding.

imagi Edu - a platform for teachers and students to learn Python programming.

1. Script-based coding: The platform introduces users directly to Python coding and foundational computer science concepts, in a beginner-friendly environment centered on creating pixel art. As users gain confidence, they can learn about and apply more advanced concepts, enabling them to write more complex code and achieve more advanced animations.

2. Guided lessons: The platform contains curriculum materials and guided activities from a complete beginner level up to an advanced level. It offers fully-outsourced lesson planning, making the product simple for any educator to use.

3. Classrooms: The platform allows teachers to create private classrooms where teachers and students can share their coding projects. This allows teachers to track student progress and it promotes social aspects that drive student engagement.

4. Compatibility: Our platform is designed to work with a variety of devices, including PCs and laptops, and tablets.

5. Safety and privacy: The platform adheres to stringent data privacy regulations and ensures a safe environment for users, especially children. It does not collect any student data.

imagi app - allows children to continue coding on the go, at home, and nurture their interest together with like-minded peers through a global community.

1. Script-based coding: The app introduces users directly to Python coding and foundational computer science concepts, in a beginner-friendly environment centered on creating pixel art.

2. Guided interactive activities and challenges: The app teaches Python coding through interactive activities in a gamified learning journey. It also contains weekly challenges, promoting continuous learning and engagement.

3. In-app community: The in-app global community allows children to show their peers what they can create, learn from each other, and inspire each other.

4. Compatibility: The app works on iOS and Android devices. The Android app is a beta version with limited features.

5. Safety and Privacy: To unlock all features of the imagi app and engage with our global community, users are required to create an account. This ensures a safe and enjoyable experience for all users, fostering a secure environment for interaction and exploration.

imagiCharm - a programmable, connected device, designed for educational purposes.

1. LED Lights: The device is equipped with multicolor LED lights that can be programmed to display various colors.

2. Compact size and portability: The compact size of the device is perfect for individual daily use, or, for sharing between students. It can be attached to backpacks, used as a tag in school, or as classroom decoration.

3. Connectivity: The device connects to devices via Bluetooth for programming and control.

4. Battery: The device has a rechargeable battery with an operational time of up to 6 hours on a single charge.

5. Durability: The device is designed with durability in mind, suitable for use by children.

Our imagi product bundle offers a comprehensive, hands-on, and social learning experience. It combines fun and creativity with fundamental STEM education, allowing users to learn programming in a highly interactive and engaging way.

4 full-time

CEO, CTO, Head of Marketing, Operations Manager

2 part-time & interns

Curriculum Development, Community Management, Business Development, Marketing, and Administrative Intern,

Contractors

UX/UI Designer, Development agency

Kids around the world have been coding with imagi for almost 4 years. We were officially founded in 2018, the imagi mobile App and the imagiCharm have been on the market since May 2020 and imagi Edu has been publicly available since September 2022.

However, the idea originated from a Design Research Project during Dora's masters degree in 2016/2017 and even before that the founders worked within the "girls in STEM" space among other things organizing a conference for high school girls at NYU Abu Dhabi to learn about various STEM fields. 

At imagi, we are steadfastly committed to DEI. We've assembled a diverse team spanning continents, fields of study, and professions. This amalgamation of unique insights and experiences is critical for our mission and for creating innovative solutions that serve our user base effectively. We've made significant strides towards embedding DEI into our framework through our DEI Policy. It is publicly available here https://www.notion.so/imagilabs/imagi-s-Diversity-Equity-Inclusion-Policy-Strategy-2023-ver-9232c34e6565462ca459d417077430b1 This policy hinges on five guiding principles: all-encompassing commitment, internal and external dedication to DEI, intersectionality, continuous improvement, and actionable steps.

Our commitment is all-encompassing; we uphold DEI in every aspect of our work, from product development to partnerships. We acknowledge the intersectionality of identities, understanding that people are multidimensional and their experiences are influenced by various demographic factors. This understanding informs our approach to serving our diverse community.

As part of our policy, we've developed DEI toolkits that serve as practical guides for our team and community to promote inclusive language (from how to phrase survey questions to inclusive identity labeling)  and social media practices (accessibility best practices regarding legibility and visibility, etc.).

Our policy also emphasizes a commitment to continuous improvement and a bias towards action. We believe in the iterative process of learning, reflecting, and growing. We review our DEI policy semi-annually, seeking input from our team, users, and partners to make necessary adjustments. Our approach is rooted in the principle that honest, and sometimes uncomfortable, conversations are stepping stones to meaningful progress.

Even our partners and educators prioritize DEI, for example: https://imagilabs.com/blogs/news/approaching-technology-education-with-a-dei-lens 

In summary, at imagi, we strive to not only develop inclusive products but to also foster an inclusive culture. We're tirelessly working towards making imagi a place where diversity thrives, equity is relentlessly pursued, and inclusion is deeply woven into our fabric.

We offer the imagi Edu platform as a B2B subscription with annual pricing per student. This represents the recurring component of our revenue.

The imagiCharm is sold as an add-on to the platform, with the average classroom purchasing 10-20 ImagiCharms. 

We primarily sell our educational tools in US public schools with the decision maker being a district’s Instructional Technology Director.

Our secondary use case / avenue is after school programs and summer camps and we are primarily working with other organizations empowering girls in STEM. For example, Black Girls Code and several Girl Scout chapters. 

As the imagi Edu Platform is a freemium tool, any educator can sign up and use our first 6 hours of lesson materials in their classroom. Word of mouth, that is teachers recommending our tool to other teachers is a significant part of our growth journey and something we care deeply about. Our team mate Jennifer works full time with educator engagement, that is our educator ambassador program, online educator community and professional development opportunities for teachers. 

We also offer teacher training programs. Altogether, the education side of our business accounts for approximately 70% of our total revenue.

We also offer a D2C app and ImagiCharms directly to consumers, primarily selling online through our webshop and Amazon. Our mobile app can be downloaded and used for free. 

imagi is a for-profit impact business and we believe that by coupling our financial growth with our impact growth we are able to make a difference at scale. We define our North Star metric as the number of girls & non-binary youth who learn programming with imagi and this is in direct correlation with our growth as a business and in ensuring that we can become financially sustainable.

Currently imagi is still in early stages where we invest in our future success primarily through our product development efforts meaning that we require external capital to support our work. However, our goal is to become profitable by 2025.

So far we have been funding our development and growth through a mix of revenue, grants and investments, with revenue covering approximately half of our annual expenses. 

We have received various grants including funding from Deloitte through the One Young World Scholarship for innovative solutions focused on SDG 4 (Quality Education) as well as from the Cartier Women's Initiative, a program that supports female founders who are working on for-profit impact businesses. 

On the investment side we have received capital primarily from angel investors as well as from Morgan Stanley as part of their Inclusive Ventures Lab and from Butler University as part of the Butler accelerator for education and workforce development. In total we have received 1.2 M USD in equity funding and 400k USD in grant financing.