By Harry Williams As “customer-centricity” (aka. “human-centred design”) rose to cult status over the past several years, a simple formula for digital product design emerged. Define your target audience, understand their needs and desires, design a product that solves them better than competitors, and voila. You have yourself a successful…

What working with a Senior Psychiatrist on a new software venture taught me about life, people and work. Written by Nick Parminter *** We’ve done a lot of work that I am proud of in our 3.5 years as a company, but perhaps the one I am personally most attached…

We are looking for people to join us on our mission. Our mission hasn’t changed much since we started in 2018. First, we wanted to create a business that was optimised to do good work for clients. This meant removing all of the noise and nonsense that gets in the way in design agencies and consultancies — the legacy in the…

Over the last year we’ve got to know the team at Lola Tech well, and are pleased to formalise our partnership. Since January 2018, Class35 has worked on a number of big programmes that deliver end-to-end change for clients, understanding rapidly shifting customer needs and building the products, platforms and…

The most mature corporate innovation setups aspire to take a ‘VC-like approach’. They build portfolios of ventures, they release funding in ‘rounds’, they encourage their subjects to take a start-up like approach. Build, measure, learn. On the one hand, it is easy to see why VCs are idols for innovation…

Nick Parminter, Founding Partner @ Class35 After hundreds of millions of dollars of transactions globally, the convergence of consultancy and design agencies is now well understood. If you wrote a list of the leading independent design and innovation agencies in 2016, that same list would now be under new ownership…

Al and Nick have written a few pieces on design-thinking recently — and why design practitioners are getting it wrong. Most of their critique has been levelled at the word ‘Design’, but not the ‘Thinking’ part. At Class35, we’ve been fortunate to ‘follow the thread’ of our work from upfront…

Few artefacts have been indoctrinated into the innovation establishment quite as much as that venn diagram. …

‍“Why do CEOs devote so little of their time and intelligence to the care of their most important asset? — I advance this explanation: Brands are fiendishly complicated, elusive, slippery, half-real/half-virtual things. When CEOs try to think about brands, their brains hurt.” Jeremy Bullmore, WPP ‍ In business, what gets…