Writing A-Z
A Complete Reinvention
The Opportunity
Writing A-Z had been part of the Learning A-Z portfolio for over fifteen years, but it was underperforming. Writing instruction was being pulled into the Science of Reading conversation, and the existing product wasn't positioned for where the field was heading. We consulted directly with teachers and brought in a specialist in writing education to help shape the core interactions. I led the relaunch across Product Management, UX, and Visual Design, in parallel with the Foundations A-Z launch that had shipped six months earlier, while the original product remained live in market. The result was a fundamentally new product: same name, entirely new interface and foundation.
Writing A-Z gives teachers lesson plans built around the full writing process, from prewriting through publishing. Opinion, informative, and narrative writing are woven together to develop confident, independent writers rather than formulaic responses. Teachers can follow the built-in scope and sequence or draw on individual resources to supplement their existing curriculum. Grammar skill packs, consisting of instructional videos and practice games, are automatically assigned by grade level, keeping independent practice running without additional teacher setup.
WaLT (Writing and Learning Together) is the patented digital writing notebook at the heart of Writing A-Z. No other K-5 writing tool handles teacher-student interaction quite this way. The design decision to give teachers and students an identical interface was intentional: when a teacher models writing, students watch someone work in the same environment they use themselves. That mirroring closes the gap between instruction and practice. Students complete the entire writing process digitally, with graphic organizers, reference texts, and revision checklists displayed alongside their writing space so the scaffolding is always within reach.
Industry Validation
The relaunch retained the majority of the legacy product's revenue base in its first year on the market, while earning back-to-back CODiE Awards in 2023 and 2024, the only peer-reviewed recognition program in the education technology industry. It also took home a Tech & Learning Award of Excellence in both primary education and Best of 2023 categories, and was named an EdTech Awards Cool Tool Finalist in 2024.
"It's refreshing to see products that are intentional and well-designed. I always looking for quality resources, and Writing A-Z has them gift-wrapped with a bow!"—Stephanie Jenkins, Intervention Curriculum Cooridnator, AZ
