TBA grows audience reach 454% with e-learning offering

We helped the Thoroughbred Breeders’ Association to grow internationally with the launch of an e-learning platform.

  • Charity aims to bring its specialist expertise to a larger audience
  • Launches flexible and accessible e-learning proposition
  • Engages a 454% larger audience
Thoroughbred horse and foal standing in a field

The opportunity

The Thoroughbred Breeders’ Association (TBA) was founded more than 100 years ago. 

It provides advice, guidance, and training to thoroughbred horse breeders, owners, and enthusiasts. It also aims to advance the health of the breed through important veterinary research.

The charity relies on funds from a number of sources, and its work depends on the ongoing support of its membership base.

But with unique insights into a 250-year-old industry, the association is always looking for ways to share its expertise with a larger audience beyond its core membership of around 1,600 people.

TBA saw an opportunity to grow the brand and bring its training and capabilities to an international audience with the launch of its first online learning proposition.

But with limited technical expertise and only assumptions to go on, TBA needed a partner to validate and achieve this goal – using user insight, strategic alignment, inclusive design, and the right technology.

What we did

We kicked off our collaboration with a Discovery phase and user research to align stakeholders, establish clearly defined objectives, and replace assumptions with evidence.

These insights continued to inform the digital product design and development process.

Highlights of our partnership included:

  • User research. We conducted extensive user research to gauge appetite for online educational content about thoroughbred horse breeding and stud management.
  • Digital prototyping. We created and tested a digital prototype using Opigno – an open source learning management system (LMS) powered by Drupal. 
  • Digital accessibility. TBA understood that making the learning platform accessible would improve usability for all its users. We designed and built an accessible digital product that supports diverse sensory, motor, and cognitive needs.
  • Platform customisation and implementation. Key frontend work included theming and the custom development of core homepage elements. Key backend activities included adapting the Drupal platform to improve search, filtering, and surveys. We also integrated Drupal Commerce, an international payment gateway, and custom support for membership discounts.
  • Docs creation and training. We trained staff and created documentation that helps TBA staff to manage the custom features on the platform.
Screenshot from the elearning prototype showing the learning dashboard for a course on foaling
We created and tested a digital prototype of the e-learning platform

The results

The TB-ED online learning platform gives TBA members, partners, thoroughbred professionals, and casual enthusiasts the opportunity to gain essential skills and insights into racehorse breeding.

From the comfort of their homes, stud managers and horse care professionals can access flexible, accessible, and affordable video tutorials, webinars, and interactive classes. 

Crucially, TBA expanded its audience reach and brought its expertise to an international audience.

Key results included:

  • 454% larger audience engaged
  • 8,868 unique users in the first six months
  • Courses purchased in US, Australia, and the Nordics

We continue to support TBA as it optimises the MVP platform and pursues its international growth plans.

This includes additional user research to inform a second design and development phase, and to identify content requirements.

As Caroline Turnbull – education and welfare manager at the TBA –  puts it:

‘TB-Ed is informed by extensive user research and testing. It supports breeders’ professional development, and improves the accessibility and reach of training in the thoroughbred breeding industry’.

Grey horse and grown foal standing in the middle of a lush field