From zero to 300,000+ AI learners
Built a commercial AI education product, then redesigned the support around it when sales alone did not translate into classroom practice.
- Head of design
- Product strategy
- Research
- Product design
EdAider made generative AI practical and responsible for teachers through short, flexible modules, real classroom examples and hands-on exercises. In its first year, the course sold more than 300,000 seats and became a major new revenue line for EdAider.
A course was only part of the intervention
But buying a licence did not mean a school was ready to change practice. Activation, completion and teacher confidence varied widely.
Designing for the system around the product
As Head of Design, I led product strategy, research and the end-to-end learning experience across education, technology and business.
Research with schools showed that the difference was not course content or technology. Schools that adopted AI confidently had visible leadership support, protected time to learn, psychological safety to experiment and examples rooted in daily teaching.
We stopped treating course access as the full intervention. I helped create a field guide for leaders and teaching teams, plus a kickstart for new customers. Instead of opening with a login, onboarding aligned schools on why they were investing, who needed to participate, when learning would happen and how experimentation would be supported.
What I learned
A strong interface and useful content cannot compensate for missing conditions around the product. On future projects, I will test the organisational context: leadership support, time, incentives and psychological safety, alongside the digital experience from the start.
That means defining adoption outcomes early, involving the people who shape rollout, and treating onboarding as change design rather than account setup.
I do not claim an independent metric for the field guide or kickstart. Their value was a more honest product model: a course can build knowledge, but organisations create the conditions for that knowledge to become practice.