What’s the story behind Digital Wonderlab? How did the idea come about and what problem are you trying to solve?
The story began with two graduates, a dial-up connection, and a simple desire — to make the internet better for people. Nathan and his co-founder Tom started as Eye Designs with the strapline “Opening your eyes to the internet”, inspired by an early, brilliantly designed VW Beetle website that showed them the power of digital to engage and inspire.
Over the years, the tools have changed — from Flash and CSS2 to AI and advanced JavaScript frameworks — but the mission has not: to use technology as a force for positive change. Today, Digital Wonderlab works with organisations that want to make a meaningful difference, creating digital solutions that improve lives, strengthen communities, and protect our planet.
What’s been your proudest moment or milestone as a company so far?
We’ve had the privilege of helping many ventures, including Level AI, bring their ideas to market — seeing our strategic guidance and technical expertise turn bold concepts into thriving products is always a highlight. But our proudest moment has to be achieving our exceptional B Corp assessment. Scoring 130% higher than the median, it was a powerful validation that we don’t just talk about being a tech-for-good business — we live it, embedding social and environmental responsibility into every decision we make.
What have you personally learned as a founder on this journey, and how has it changed you?
Nathan often says he wishes he’d “believed faster” in those early days. The journey has taught him that bold decisions, taken with clarity and heart, can open unexpected doors. He’s also learned that technology is never the end goal, people are. Whether it’s a cutting-edge AI solution or a beautifully designed website, the true measure of success is the positive change it creates for its users and communities.
What advice would you give to someone wanting to start an AI-focused company?
Start with the problem, not the tech. AI is a powerful tool, but it should always serve a clear purpose that creates measurable value for people. Surround yourself with curious, values-driven people who aren’t afraid to challenge your assumptions. And don’t be seduced by the hype, the best AI products are those that integrate seamlessly into people’s lives, solving real problems without unnecessary complexity.
What excites you the most about the future of your industry?
For Nathan, it’s the convergence of human creativity, AI, and sustainable technology. AI has the potential to democratise access to insights, automate the mundane, and free up human talent for higher-value, creative, and empathetic work. Combined with a growing movement towards ethical and sustainable practices, he sees a future where digital solutions are not only smarter and faster but also more humane and responsible, a future where technology truly makes the world better.