Build an open-source ecosystem and nurture its 100M users
Blockly powers block-based coding for millions of students, but engineers had run it for 10 years with little brand, positioning, or ecosystem enablement strategy. Its developer and educator community was vast and segmented, and its releases only mattered if partners actually upgraded. Executives asked for a program that would turn Blockly's market share into sustained and measurable long-term impact.
A full ecosystem program, from brand to release adoption.
We built Blockly's brand and messaging guidelines, replatformed the developer docs with AI docsearch, and ran three annual summits, the last one as the launch engine for its banner v13 . We then drove adoption through new blockly.com accessibility pages, an in-person summit, on-demand session catalog, and impact stories to drive awareness and adoption.
- Ecosystem adoption. 65% of ecosystem partners adopted v13 within 3 months, reaching 60M users. MakeCode for micro:bit and Code.org were the first platforms to upgrade.
- Community growth. Summit 2026 in Cambridge drew 72 attendees and 39 speakers from 14 countries and 38 organizations, and attendees rated their satisfaction 9.3/10. It followed a 2025 Seattle summit that grew attendance 46%.
"Joe played a key role in making our developer education such a huge success. He's been a great partner to work with."
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Turn technical complexity into high-value learning.