Foundations A-Z
Getting Ahead of a Shift
The Opportunity
Foundations A-Z was a 0-to-1 initiative I led from concept through launch, building a K-5 Science of Reading foundational skills platform, at a moment when the science of how children learn to read was reshaping the entire field. Grounded in early-stage UX concepting and extensive research into how foundational literacy skills are best taught and assessed, I directed cross-functional teams spanning product, design, and content production, and brought the product to market in under two years.
The platform gives teachers explicit, systematic instruction tools alongside embedded professional development, all designed to reduce planning burden without pulling them out of the classroom. Classroom reports automatically surface recommended resources based on student assessment performance, and the platform aligns with major core curricula so schools don't have to start over. Iterative user testing with teachers throughout development ensured the experience reflected how educators actually plan and deliver instruction.
For students, the experience goes beyond worksheets: a cast of mascot characters guide learners through instructional videos, host practice activities, and fuel a reward-driven student portal. Every design decision in the student experience, from the mascot's personality to the visual language of the interface, was crafted to meet early learners where they are developmentally while keeping them genuinely motivated to return.
Industry Validation
The result: all-green EdReports ratings, the gold standard for independent K-12 curriculum evaluation, two consecutive CODiE Awards, and Digital Promise certification. Foundations A-Z reached seven-figure revenue in its first year on the market and doubled it in year two. By 2025, it had been incorporated into Raz-Plus, Learning A-Z's flagship K-5 literacy platform, offered to subscribers as an included benefit. The shift from standalone product to core platform asset happened in under three years.
"My favorite thing about Foundations A-Z is its versatility. The program can be used as a standalone phonics program [and] because of its digital nature, students can use the program independantly at a pace that matches their skill level."—Rachel Beiswanger, Special Education Literacy Coach, NY
