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ExtraCurricula
A school club marketplace
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10 000+
Class bookings
14
Extracurricular activities
60+
Instructors onboarded
The Opportunity
Extracurriucla is a provider of non-traditional after-school clubs. As a mission-led company, the goal was to drive social mobility and promote a broad curriculum by introducing unique experiences to schools in deprived areas. Extracurriucla began with the realisation that there is a significant disadvantage gap between private school students and students from low income households with respect to extracurricular activity involvement. Given that extracurricular participation is directly correlated with career outcomes, it felt imperative to find a feasible solution to level the playing field for all students across the UK.
Creating A Digital Experience
While numerous club providers targeted their websites at private schools, Extracurricula began by focusing on state schools, where the potential for significant improvements in student outcomes was most evident. To ensure the company's success, I established a sustainable business model, designed a framework for the activities, and gamified its offerings. I integrated a back-end system to support new instructors applying to teach, safely uploading their vetting requirements and streamlining the onboarding process to work in schools. I also designed the website and marketing materials to communicate the brand vision and value proposition.
As a result, it is now faster and easier to introduce new activities and onboard new activity instructors, enabling the business to scale quickly and meet the demands of the schools.
Meaningful Impact
The success of each class relied heavily on creating a visual identity that encouraged students to try something new. It wasn’t enough to simply design a website. It was my responsibility to apply critical thinking and creativity to remove the friction for schools signing up and to make learning fun and accessible for students who may not otherwise try these activities.
