imagi - Girls Shaping the Future with Tech

By 2030, 3 out of 4 jobs will require advanced coding skills, yet there will not be enough computer science graduates to fill the roles. Pre-teen and teen years are crucial in influencing future career decisions and the current educational system lacks the resources to keep children interested in coding for the longer term.

Why is this the case?

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

Secondly, students lose interest in computer science with age. Children typically engage with fun, simple block-based coding but 50% express difficulty switching to real-world script-based coding. ( https://ccl.northwestern.edu/2017/a3_weintrop_wilensky.pdf )  

As far as a diverse workforce is concerned, the problem is amplified. At age 12, girls and boys are equally interested in the subject, but by age 14, while 47% of boys remain engaged, only 12% of girls remain interested.(Google & Gallup) We are losing almost half of the potential tech workforce before they even reach their teens. 

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 is 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, coding is often not delivered in a manner that is engaging or inclusive for girls.

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. The absence of these positive role models thus hinders girls' interest in coding, exacerbating the existing gender gap in tech.

imagi's solutions combine computer science education with art and creativity, tailored to empower teachers and engage 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. The curriculum, specifically designed to appeal to girls and non-binary kids, seamlessly integrates text-based programming with pixel art creation, offering a visual outcome that enhances learner engagement. In addition to offering learning content and a code editor, imagi Edu includes its own classroom management tools. 300+ educators from around the US are registered for our platform. Check out imagi Edu in action: https://www.youtube.com/watch?v=4UJPw4ANyuY&t=1s 

To supplement this digital learning experience at school or camp, we've developed the imagiCharm, a wearable gadget that brings students' code to life. Some have called it the “Tamagotchi of the Snapchat generation!” Our device displays creations with 64 multicolor LEDs that users program through our app with Python, creating a tangible, personal experience. 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. Watch the enjoyment the imagiCharm brings: https://www.youtube.com/watch?v=1VKnT8sXe60 

Our first product was actually a free gamified mobile app, and this has grown in popularity significantly over the past 3 years. Kids are able to continue learning on their own time, at home or on the go, with the imagi app – a mobile (iOS and Android) app that instructs Python step-by-step through a fun game, and which fosters a global community of pre-teens who are learning together by sharing their unique projects!  Of the imagi app's users who are 18 or under, 75% identify as girls or non-binary youth. Check out how we foster true “pair programming” in our iOS app here, so that coders can create together: https://www.youtube.com/watch?v=Dgrkx7gsfQw

Beyond the curriculum, apps, and the imagiCharm, our educational offering for schools includes teacher training programs (workshops, videos) and a supportive educator community now on Facebook. These resources equip educators to confidently deliver coding education and enable them to share knowledge and resources organically.

imagi's target population is girls and non-binary kids ages 8-14+ and their educators. As our ambition is to close the gender 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.”

Our approach to understanding the needs of our target population is multifaceted. In our early days, we prioritized girl-focused user testing, starting with involving girls in the original research project that started imagi, and then later, inviting young girls to interact with our products throughout all stages of development. This process provided critical insights into how girls engaged with the tools, their response to different instructional strategies, and their overall enjoyment of the learning experience.. Now, we conduct regular feedback sessions with educators, to understand their pain points and to help us improve the imagi Edu platform and our curriculum offering. In terms of impact measurement, we also carefully formulate surveys for kids to track their confidence and competence – comparing their perception before and after engaging with imagi tools. For example, in the year 2022, answers to two questions in our iOS app revealed that 10% of kids report a clear increase in interest in tech after just 1 hour of coding with the imagi app. Additionally, from our first two years of workshops held by partners or ourselves, 4 out of every 5 kids describe coding with imagi as “fun”! 

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.

The imagi solution is tailored to address the needs of girls and educators in several ways. For girls, we offer an engaging, inclusive platform that lets them see their coding efforts come to life through art, thereby making coding appealing and relatable. For educators, our comprehensive teacher training programs, resources, and a supportive community provide the confidence and tools needed to deliver effective computer science education, even without a tech background. By ensuring that girls and educators feel seen, supported, and equipped, imagi is working towards a more inclusive and diverse tech future.

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 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 fundraising 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 members come from diverse backgrounds and bring unique insights to the table. Nadia and Jenn, are former educators who understand the classroom dynamics and obstacles which educators face while delivering STEM lessons. They provide 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 an 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.

Internally, we dedicate time for personal learning and stay abreast of current trends in education and technology. This helps us ensure that our solution remains relevant and effective. We are remote-first, reflecting the global reach and inclusivity of our solution, and we have an established DEI policy that extends from our team to our products and partnerships.

All of these factors combined make us confident in our ability to address the needs of girls in STEM – even as role models ourselves – and deliver a solution that makes a meaningful difference. We live and breathe our mission every day, making us the right team to drive this change!

The imagi Edu platform has 900+ registered educators from over 70 countries, with more than third of them from the US. 27 schools and extracurricular programs are paying subscribers of imagi Edu Pro.

As for our consumer application, it has been downloaded over 150,000 times, with users from 100+ countries.

On the product front, we have sold imagiCharms globally since our product launch, in more than 30 countries with the greatest demand in the US.

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 non-profits and private  schools, as well as a small number of public schools, but the costs associated with market entry and growth in the US are significant. We hope that Solve and Tiger Global Impact Ventures can assist us not only with funds but also with introductions to potential investors and partners who share our vision.

We are already adapting our product to meet states’ specific curriculum requirements and popular coding-related standards including CSTA, K12, ISTE , but this is a substantial task. We are confident in our technical ability, but the knowledge and expertise of the Solve and Tiger Global network in the US education space could expedite this process and ensure our product is optimally designed for this new market.

Legally, navigating the regulatory landscape and ensuring compliance with US laws and regulations is daunting. Access to the expertise within Solve and Tiger Global’s 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 aim to establish partnerships with schools districts, and state DOEs, but as newcomers, our network is limited. The connections that Solve and Tiger Global Impact Ventures can provide would significantly accelerate our market penetration.

We are excited by the potential of the 6-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 revisit our theory of change to tailor it specifically 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 gender equity in STEM and believe that, with the right support, imagi can play a pivotal role in making this a reality in the US.

We see the Gender Equity in STEM 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 Tiger Global Impact Ventures and are committed to making the most of the resources and support offered to create real change.

While originally from Hungary, Dora established robust connections within U.S. STEM communities during her undergraduate studies at NYU, achieved through a global scholarship program that included time at NYU's Abu Dhabi and New York campuses. This experience ignited her passion for social impact projects in the "Girls in STEM" space. Together with Beatrice, co-founder of imagi, they launched WeSTEM, a student group at NYU, an initiative that emphasized Dora's commitment to this cause. Her engagement was further recognized when she was selected as a She++ ambassador at Stanford University and a Grace Hopper Celebration Scholar in 2016.

These honors facilitated connections with several U.S.-based organizations focusing on girls and coding, including Black Girls Code and various Girl Scouts chapters. These organizations were among the first to support and use our platform, reinforcing the value and relevance of our solution.

Today, Dora maintains strong relationships with our beneficiaries, primarily through our online platforms, the imagi Educator Community, and the imagi Educator Ambassador program. These platforms host educators from across the U.S. and abroad who utilize our tools. Dora's commitment extends beyond the virtual realm – she has personally met with several educators at events like FETC, CSTA, and ASU+GSV, and plans to visit schools using imagi are on the horizon.

This blend of virtual and in-person engagement allows Dora to continually understand and address the needs of the educators and students we serve, demonstrating her ongoing commitment to the communities at the heart of our mission.

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. Gender-inclusivity: Our tools are intentionally designed to engage pre-teen girls and non-binary kids, shifting away from traditional coding education that often inadvertently skews towards male interests. The curriculum encourages learners to view coding as an avenue for self-expression and creativity, rather than just a technical skill.

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 to coding provides a quick feedback loop that facilitates learning and gives students a tangible outcome they can be proud of. This approach develops students’ intrinsic motivations and helps sustain learners' interest over time.

3. 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.

4. 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.

5. Teacher empowerment and community building: We offer training programs and 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.

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 innovative in the coding education sphere 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 reconsider their approach and design products that are more inclusive and engaging for all learners. Furthermore, by equipping the current generation of students with crucial coding skills, we contribute to the diversification of the future tech workforce, influencing the culture of the tech industry to be more inclusive and representative.

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, 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 currently surveys kids over two pathways: firstly, in our iOS app we track interest in coding and technology. For example, in the year 2022, answers to our questions in our iOS app revealed that 10% of kids report a clear increase in interest in tech after just 1 hour of coding with the imagi app. 

Second of all, we also invite educators to share a student survey in their classrooms. A key question we ask is for kids to agree or disagree with (on a scale) is: “I want to continue learning with imagi.” We are currently collecting this information for the 2022-23 school year. And although we have deprioritized “fun” this as an impact metic, data from our first two years of workshops revealed that 4 out of every 5 kids ages 8-13 describe coding with imagi as “fun”!  We separately invite educators to directly provide qualitative feedback on their kids’ experience and their own use of imagi Edu. 

We meaningfully align withUN SDGs #4 Quality Education as well as #5 Gender Equality. Regarding specific targets and indicators, imagi’s solution aims to achieve 4.4 and 4.5(.1). As it pertains to 4.4.1: “Proportion of youth and adults with information and communications technology (ICT) skills” – we build computer programming skills by teaching Python in a simplified and engaging way. Regarding 4.5 “By 2030, eliminate gender disparities in education and ensure equal access to all levels of education and vocational training for the vulnerable” – we track gender data to ensure that our girls and non-binary coders are gaining crucial 21st century skills. 

We would appreciate support from MIT Solve and Tiger Global Impact Ventures to help us formulate surveys and also longitudinal studies with cohorts of students, especially girls and non-binary kids, to track outcomes in competence and confidence around coding with imagi, as well as related perception of STEM more broadly.

Technology is the bedrock of our future, and it's crucial that diverse voices drive its evolution. Yet, women constitute less than 20% of the tech workforce, despite having equal interest in computer science as boys at the age of 12, according to a Google and Gallup study. This gap dramatically widens by age 14, with boys showing significantly higher interest.

Our theory of change addresses this problem head-on, starting with the premise that girls who use imagi's products and become part of our community will not only develop but also sustain and enhance their tech interest during their formative years. We aim to expose 1 million girls to coding via imagi in the next 3 years, directly tackling this interest gap!

imagi's mission is to empower students around the world, especially girls and non-binary youth, with hard coding skills and confidence to create. We strive to transform computer science education from an early age (upper elementary, ages 8-10) by offering comprehensive, interactive, and engaging tools designed to inspire students and equip them for tech careers. We dream of our girls, who began their coding journey with imagi, growing into women who shape the future of technology, thereby closing the substantial gender gap in the sector. Supporting educators is now the key to our mission succeeding because we want to reach thousands of young people at once. 

To make sure our tools are effective and meet our users' needs, we continually assess their impact on students' tech interest and confidence. By collecting and analyzing this data for product improvement, we adapt our offerings to provide the most relevant and practical knowledge. 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.

imagi Edu - 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 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.

Our tools are gender-inclusive by design in order to help build a more diverse pipeline for the future of the tech industry.

We are 6 full time team mates (5 full time employees and 1 full time intern): CEO, CTO, Partnerships, Educator Engagement, Operations, Product. 

1 part-time Business Administration intern

Contractors:  Web Platform Software Developers through an agency and a UX/UI Designer

Kids around the world have been coding with imagi for over 3 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.