AFFINITY WATER
(2020-2022)
Bill redesign
Harnessing nudge theory to encourage customers to save water, pay sooner, sign up to direct debit and self-serve.
Strategy
Working with the Behavioural Insights Team and Outre Creative, we ran a randomised control trial with 1.8m households.
18 variations of bill modules were A/B tested, including neighbour comparisons, regret lotteries and personalised tips.
Results were measured via meter readings over 18 months.
Results
Total savings from the trial among the 712,000 customers in the final sample are estimated to be
250m litres
When Affinity Water switch every metered customer to the best-performing bill version total savings could be up to
600m litres
per year
