Student entrepreneur takes startup story to TEDxUEA

By: Communications

A University of East Anglia (UEA) student challenged audiences to consider who gets left behind by technology, drawing on his experience supporting Black and textured hair stylists.

At TEDxUEA: Original Minds on 11 November, Joseph Dixon shared the story behind Rooted, a digital business platform for textured hair professionals and discussed the lessons he has learned about designing products for underserved communities.

Drawing on his experience as founder of Rooted, Joseph's talk, Invisible by Design: The People the Algorithm Skipped, explored how digital services can unintentionally exclude users when they are not designed with a broad range of communities in mind.

Launched while studying Biomedical Science in UEA's School of Biological Sciences, Rooted is a booking and business management platform that helps textured hair professionals attract clients, manage appointments and grow their businesses.

Supported by UEA's Enterprise Fund, which provides funding and support to student and graduate startups, the platform is now available on the App Store and Google Play and is used by stylists across London and beyond.

The idea grew from Joseph's observation that many Black and textured hair stylists struggle to be discovered through mainstream booking and search platforms, despite serving large customer bases and running successful businesses.

Joseph said: "A lot of the technology we use every day wasn't built with everyone in mind, and the people it misses mostly stay invisible.

"I've seen this first-hand with Black and textured hair stylists. They run real businesses, but mainstream booking and search platforms barely show them, so most rely on Instagram and word of mouth.

"My TEDx talk was about who gets skipped when systems are designed, and what happens when you build for them on purpose."

Alongside developing Rooted, Joseph serves as Vice Chair of the Community Advisory Board for Hackney Thinking Spaces, an initiative delivered with Hackney's Public Health team that helps residents connect, share experiences and improve wellbeing.

Both roles reflect his interest in creating opportunities for communities that are often overlooked.

Balancing his studies with building a growing business has required careful planning.

"I treat Rooted like a second timetable around my lectures," he said. "It's busy, but working on something I genuinely care about makes it easier."

Earlier this year, Joseph also coordinated the Community Catwalk at World Afro Day's 10th anniversary festival, celebrating Black hair and culture.

Reflecting on the experience

Reflecting on his TEDxUEA appearance, Joseph said: "I was more excited than nervous. It's a story I've lived for the past two years, and I only had time to share a small piece of it.

"When I asked who had failed one of those traffic light tests, every hand in the room went up, and that was the point – we've all been on the wrong end of a system that wasn't built for us.

"Doing it at UEA, where Rooted got its first real backing made it feel like closing a loop."

Looking back on the event, Joseph said he hopes audience members went away with a different perspective.

"Hopefully they'll leave thinking differently about who their products, platforms and services are really designed for."

TEDxUEA

The event, held at The Enterprise Centre on UEA's campus, saw 16 speakers take to the stage across four themes – Creativity, Sustainability, Health, and Future of Work.

UEA was well represented with speakers, including:

Prof Lucy Barnes (UEA Law School) - When rules become a hindrance: what can legal philosophers tell us about AI and sustainable business practices?

Dr Alice Godden ( School of Biological Sciences) - Adapting on thin ice: the genetic future for polar bears

Kit Marie Rackley (Tyndall Centre for Climate Change Research) - Climate change, care, and the future of school

Jaz Brook (UEA International Development graduate) - Stop saving the planet: the people problem

James Piercy (Honorary Fellow, School of Biological Sciences) - Technology on the brain

Dr Stephanie Rossit (School of Psychology) - The day half the world disappeared

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