Unlock the Power of Human Behaviour in Marketing

At Human First Collective, we believe marketing should connect with people, not just personas. That’s why we put behaviour and motivation at the heart of everything we do. By combining behavioural science with digital strategy, we uncover not just what people do, but why.

By uncovering the underlying motivations that drive decision-making, we help brands create more meaningful, measurable, and ethical campaigns.

What we do: Behavioural Science meets performance

We’re a behavioural science-led collective made up of experts from across our specialist agencies: Reflect Digital, specialising in performance marketing, and LAB, providing digital experience and web transformation. Together, we help brands:

• Use nudge theory to drive customer actions

• Apply psychological principles to enhance UX, CRO and content

•Decode audience motivations and biasesRun ethical experiments and A/B tests grounded in human insight

• Bridge creative, media, and tech with behavioural thinking

We tailor our strategies to your audience’s subconscious drivers, making your marketing smarter and human-first.

Meet the Team Behind the Thinking

Our behavioural science team brings a blend of academic insight, creative curiosity, and commercial impact.

Lottie Namakando
Lottie Namakando
Director of Behavioural Science and Innovation
Lottie leads our Human Behaviour team, combining data-driven curiosity with a passion for digital strategy.
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Ariane Marasigan
Ariane Marasigan
Senior Behavioural Science Researcher
Ariane ensures Human First Collective’s strategies remain truly human-focused by translating behavioural science and audience research into actionable insight.
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Isobel Madle
Isobel Madle
Behavioural Science Lead
Isobel leads LAB’s behavioural science practice, ensuring strategies are grounded in evidence and shaped by how people really think, feel, and behave.
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Introducing the behavioural Nudge Cards

Our behavioural nudge cards are a practical, creative toolkit designed to help you integrate behavioural science into your marketing.

Each card focuses on a behavioural principle like social proof, loss aversion, or choice overload, and shows how it can be used to influence decision-making.

Social Proof: People look to others to guide their own behaviour.

‍Try this: Add real-time stats (“2,384 others downloaded this guide”) or peer testimonials to boost trust and conversions.

How to use nudge cards

Use these cards to spark ideas, challenge assumptions, or shape strategies, from UX designs to ads and product pages. You may already have our mini pack fo nudge cards but here’s a few ideas that can help you get started;

Illustration of two women situated around a breakfast bar; one is stood preparing food whilst the other is sat on a stool with a drink
The Ikea Effect
People tend to place higher value on things they helped create
Opportunity:
‍Let users customise products or experiences, like building a tailored subscription or selecting features in a comparison tool to increase emotional investment and perceived value.
Illustration of a woman sat on a sofa with a laptop on her lap and mobile phone in her hand
Zeigarnik Effect
People tend to recall incomplete information better than completed information
Opportunity:
‍Use progress indicators in forms or multi-step onboarding processes to create a sense of incompletion and drive users to finish the journey. E.g., “Step 2 of 4 – You’re nearly there!”
Illustration of a woman sat on a chair with a mobile phone in her hand and a cat on her lap
Anchoring
People rely on the first piece of information they receive and evaluate succeeding information accordingly
Opportunity:
‍Present a high-priced option first in pricing tables to make mid-tier options feel more reasonable and appealing by comparison.
Illustration of a woman holding two bottled products with 3 more floating around her
Choice Overload
When given too many choices people find it more difficult to make a good decision
Opportunity:
Streamline navigation or filter options in eCommerce by guiding users with bestsellers, “top picks”, or a recommendation quiz to reduce decision fatigue and improve conversions.
Illustration of a man smiling at the opportunity of a discount
Peak-End Rule
People tend to judge experiences based on the peak (the most intense or memorable moment) and the end of the experience
Opportunity:
Create a standout moment during an interaction (e.g. a surprise discount or engaging animation), and ensure the end of a journey, like a thank-you page or confirmation email, leaves a positive final impression.
Illustration of a woman sat on a sofa with a laptop on her lap and mobile phone in her hand
Zeigarnik Effect
People tend to recall incomplete information better than completed information
Opportunity:
‍Use progress indicators in forms or multi-step onboarding processes to create a sense of incompletion and drive users to finish the journey. E.g., “Step 2 of 4 – You’re nearly there!”
Illustration of two women situated around a breakfast bar; one is stood preparing food whilst the other is sat on a stool with a drink
The Ikea Effect
People tend to place higher value on things they helped create
Opportunity:
‍Let users customise products or experiences, like building a tailored subscription or selecting features in a comparison tool to increase emotional investment and perceived value.
Illustration of a woman sat on a chair with a mobile phone in her hand and a cat on her lap
Anchoring
People rely on the first piece of information they receive and evaluate succeeding information accordingly
Opportunity:
‍Present a high-priced option first in pricing tables to make mid-tier options feel more reasonable and appealing by comparison.
Illustration of a woman holding two bottled products with 3 more floating around her
Choice Overload
When given too many choices people find it more difficult to make a good decision
Opportunity:
Streamline navigation or filter options in eCommerce by guiding users with bestsellers, “top picks”, or a recommendation quiz to reduce decision fatigue and improve conversions.
Illustration of a man smiling at the opportunity of a discount
Peak-End Rule
People tend to judge experiences based on the peak (the most intense or memorable moment) and the end of the experience
Opportunity:
Create a standout moment during an interaction (e.g. a surprise discount or engaging animation), and ensure the end of a journey, like a thank-you page or confirmation email, leaves a positive final impression.

Want a full set of Nudge Cards? Let’s chat.

We offer full sets of our nudge cards exclusively through consultation. Why? Because these cards are powerful tools, and we want to help you get the most from them.

Book a 30-minute chat with our behavioural science team to:

• Learn how the cards work
• Discover how to apply them to your marketing
• Get your full deck and start nudging with purpose
• See how we can help you incorporate these nudges into your strategies

Some of our clients.

Book your free Behavioural Science chat.
If you’d like to explore our nudge cards or discover how behavioural science can transform your strategy, we’d love to hear from you!
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