Nudge Labs

    Our Work

    Case Studies

    A selection of how we apply behavioural science to real organisational challenges. Each example demonstrates our approach: diagnose behaviour precisely, test interventions rigorously, and scale what works to deliver measurable outcomes.

    Case Study 01

    Contact Centre Performance

    The Challenge

    Consultants were frequently missing mandatory disclosures during customer calls, leading to downstream claims, remediation costs, and regulatory risk.

    Behavioural Insight

    A behavioural audit revealed error rates were highest among consultants seated closest to speakers. Exposure to popular, lyrical music created cognitive overload, reducing attention during complex calls.

    What We Changed

    We designed a bespoke behavioural playlist informed by neuroscience. Music was non-lyrical, with tempo and rhythm varied by time of day and week to support focus and cognitive endurance.

    Impact

    91% reduction in call errors

    • Annualised savings exceeding R5 million
    • Improved compliance without additional training or enforcement
    Case Study 02

    Insurance Retention

    The Challenge

    Car insurance customers were cancelling at higher-than-expected rates after receiving annual premium increase letters. Retention performance was materially below actuarial expectations.

    Behavioural Insight

    Renewal communications were framed in a complex, transactional way that failed to justify the increase. Retention scripts did not adequately address customer emotions or concerns at the point of contact.

    What We Changed

    We redesigned the renewal email using behavioural principles to improve clarity and perceived fairness, and created behavioural aide guides to support agents during retention conversations.

    Impact

    R24 million in additional retained revenue

    • Results validated through a randomised controlled trial
    • Improved retention without changing pricing or incentives
    Case Study 03

    Digital Lending Uptake

    The Challenge

    Banking customers in Nigeria were not taking up personal loans following an SMS campaign, despite strong product economics and eligibility.

    Behavioural Insight

    Messages were not persuasive and failed to clearly tell customers how to act. The call to action was weak and easy to ignore.

    What We Changed

    We ran a randomised controlled trial testing SMS variants using behavioural principles such as social proof, salience, and the endowment effect. Messages were simplified and clearly linked to the in-app application journey.

    Impact

    R53 million in additional revenue generated

    • Performance uplift validated through a randomised controlled trial
    • Material improvement over previous campaign benchmarks
    Case Study 04

    Digital UX and Debit Order Behaviour

    The Challenge

    Insurance customers were reversing debit orders via banking apps. Although designed for fraud prevention, the feature was increasingly used to cancel legitimate insurance products.

    Behavioural Insight

    The reversal journey was extremely fast and frictionless, while the consequences of cancellation were not clear. Customers defaulted to reversal without fully considering the implications.

    What We Changed

    We redesigned the journey using choice architecture to make the consequences of cancellation more salient, slowing decisions and prompting more deliberate consideration.

    Impact

    R100 million in additional retained revenue

    • Significant reduction in unintended cancellations
    • Recognised as GAABS Overall Winner 2024
    Case Study 05

    Customer Experience Measurement

    The Challenge

    Net Promoter Scores for a large financial institution were significantly lower than competitors, despite comparable service levels.

    Behavioural Insight

    Customers did not clearly understand the NPS scale. Qualitative analysis showed little semantic difference between scores of 8 and 9, despite only 9s and 10s counting as Promoters.

    What We Changed

    We designed a randomised controlled trial testing alternative framings of the NPS scale, clearly articulating what each score represented in terms of service quality.

    Impact

    22% increase in NPS

    • Improvement driven by clearer understanding, not service changes
    • Demonstrated how measurement design shapes outcomes
    Case Study 06

    Teaching and Program Design

    The Challenge

    A large South African streaming service wanted to upskill its digital marketing function in applied behavioural science, with a focus on practical capability rather than theory.

    Behavioural Insight

    Training fails when learning is separated from application. Real behavioural capability requires hands-on problem solving tied to live business challenges.

    What We Changed

    We designed and delivered a bespoke behavioural science programme at Henley Business School. Delegates were taught core frameworks across multiple teaching days, then tasked with applying their learning to a live business challenge and presenting solutions back to the organisation.

    Impact

    21x return on investment

    • Multiple proposed interventions adopted by the business
    • Success led to all remaining digital marketing teams enrolling in a follow-on programme
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