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HM Government — Form DWP/2024/09A
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Submission Rate74%
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Before · Default Architecture
After · Nudge Redesign
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Choice Architecture·Friction Audits·Default Redesign·Intervention Frameworks·Behavioral Mapping·Loss Aversion Design·Social Proof Engineering·Commitment Devices·Choice Architecture·Friction Audits·Default Redesign·Intervention Frameworks·Behavioral Mapping·Loss Aversion Design·Social Proof Engineering·Commitment Devices·
NHS vaccination clinic with healthcare worker preparing doses in sterile environment
GrandPrix
Cannes Lions · Behavioral Science2024 · NHS England · Public Health
01
The Intervention

Replaced opt-in vaccination booking with a pre-scheduled appointment (opt-out) sent via a single SMS — no clinics, no portals, no friction.

+38ppVaccination Uptake
2.1MAdditional Vaccinations
Principle AppliedDefault effect + friction reduction. The absence of a barrier is the intervention.
Government policy documents and pension forms on institutional desk with natural light
Collaborationof the Year
UK Behavioural Insights Team2023 · DWP / HM Treasury · Government · PensionsCo-designed with the UK Behavioural Insights Team
02
The Intervention

Redesigned pension auto-enrolment confirmation flow: removed 7 screens, embedded social proof at the default moment, and anchored contribution rate to peer median.

+29ppOpt-In Retention
£4.2BAdditional Pension Savings (proj. 10yr)
Principle AppliedAnchoring + social proof + loss aversion at the moment of highest intent.
03
Client Sectors · 2025 Intake

We work where
the stakes are systemic.

Public Health

NHS England, WHO Regional, CDC Affiliates

Typical ChallengesVaccination uptake, screening attendance, medication adherence
Proven Outcome+38pp avg. uptake increase across 6 campaigns

Government Policy

DWP, HMRC, Cabinet Office, ONS

Typical ChallengesPension opt-ins, tax compliance, benefit take-up, voter registration
Proven Outcome£4.2B additional pension savings projected over 10 years

Fintech & Finance

Tier-1 challenger banks, credit unions, insurtech platforms

Typical ChallengesDefault rate reduction, savings behavior, responsible lending flows
Proven Outcome-41% default rate within 6 months of intervention deployment

Nudge accepts 6 new client engagements per year. Each intake is structured to protect intervention fidelity — we don't scale by diluting depth. The 2025 cohort has 2 remaining slots.

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Choice Architecture·Friction Audits·Default Redesign·Intervention Frameworks·Behavioral Mapping·Loss Aversion Design·Social Proof Engineering·Commitment Devices·Choice Architecture·Friction Audits·Default Redesign·Intervention Frameworks·Behavioral Mapping·Loss Aversion Design·Social Proof Engineering·Commitment Devices·
04
The Method · Proprietary Framework

Three tools.
One mechanism.

Behavioral change that doesn't require anyone to notice it happening. The best interventions are invisible until you measure them.

I

Choice Architecture

The structural arrangement of options within any decision environment. We audit how options are sequenced, framed, and defaulted — then redesign the architecture so the desired behavior requires no additional motivation.

Tools
Default mapping
Option sequencing
Friction inventory
Exit point analysis
II

Friction Audit

Every unnecessary step is a tax on behavior. We map every touchpoint in your flow, quantify the cost of each friction point in drop-off terms, and eliminate everything that doesn't serve the decision.

Tools
Step-count analysis
Cognitive load scoring
Drop-off attribution
Equivalence testing
III

Intervention Framework

Deployable behavioral mechanisms — pre-commitment devices, social norm anchors, loss-aversion triggers — applied at the precise moment they're most effective. Built to be invisible. Measured to be undeniable.

Tools
EAST framework application
Nudge unit protocols
RCT design
Effect size monitoring
"The door you just pushed was designed so you'd never think to pull. That's not manipulation — that's architecture."

— Nudge Founding Principle

2025 Client Intake · Structurally Limited

Request an
Intake Slot.

We review every application. Engagements are selected based on behavioral complexity, systemic impact potential, and data access. The question is whether you qualify — not whether you can afford it.

2 of 6 slots remaining
6Engagements per year. Maximum.
100%Of 2024 cohort achieved primary behavioral outcome.
3.2yrAverage client relationship duration.
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Be specific. Vague submissions are not reviewed.

Applications reviewed within 5 working days. We contact every applicant.