When it comes to building products that kids will likely enjoy, Azadeh “Azi” Jamalian’s experience is second to none. Armed with an extensive background in systems engineering and education, Jamalian became a co-founder of a children’s learning company after one cold email.
A few years ago, Jamalian was pursuing her Ph.D. in cognitive studies in education from Columbia University’s Teachers College when she heard from Phyl Georgiou, one of co-founders of Tiggly. Georgiou was working on an idea that would transform the way preschoolers play on iPads. Although Jamalian had a lot on her plate—pursuing a post-doctorate position in New York City and teaching a course at Teachers College at Columbia University—she was enthusiastic about starting a business with two people she hardly knew.
“I liked academia, but that’s not what I always envisioned myself doing,” says Jamalian, who received her undergraduate degree in systems engineering at Simon Fraser University and a master’s degree in instructional technology and media from Columbia University. “I always wanted to start something new.”
She began working with her two partners, Phyl Georgiou and Bart Clareman, in 2013.
“We were all sort of strangers, and we weren’t sure if this was going to work out,” recalls Jamalian. “We had no salary for the first six months and we were working more than normal full-time hours.”
But she said that the team forged ahead when they received a lot of positive responses from parents, kids, and even teachers. Jamalian knew there was a need for Tiggly when she heard from parents who were concerned about allowing their kids to play with digital tablets.
“Whenever I talk about education, there’s a public belief that there’s always a wrong or right answer. It’s always about testing and trying to find the answer,” says Jamalian. “We use the word ‘learning’ instead at Tiggly because we believe we’re giving kids the tools to learn instead of educating them.”
Jamalian’s love for creating new things began at an early age when she and her younger brother designed their own toys from whatever they could find.
“My brother was obsessed with globes, so we tried to find ways to memorize as many countries as we could,” says Jamalian. “He was one year younger, so we always played together and found ways to make toys appealing to both of us.”
Jamalian incorporates this philosophy when she and her cofounders think about new projects. She says they’re “obsessed” to find new ways for kids to play and learn. Every week they visit a Brooklyn preschool and frequently consult their five-member “kids advisory board.”
“We always ask them to bring their own iPads, ask them about the new toys they’re playing with, what their favorite apps are and we play it with them,” says Jamalian.
A lot has changed since Tiggy first started, and Jamalian now helps manage a 20-person team. She says that it’s managing projects and people is a new experience for her.
“We are always thinking about a new problem and always trying to solve a new challenge,” says Jamalian. “It’s hard, but it’s exciting to me.”
Photo credit: Lauren Kallen