Contact Nick Naumof

I help companies design services and experiences that work with human nature, not against it.

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About Nick Naumof

Nick Naumof is an applied behavioral science thought leader and researcher. He studied people from different scientific perspectives — economics, consumer behavior, behavioral economics, and evolutionary psychology — and helps companies bridge design and psychology to create better experiences for customers and employees.

Originally from Romania, Nick lived in The Netherlands for five years and has been based in the Washington D.C. Metro area since 2015. He has been married to Cornelia since 2011.

Speaking and Training

With over ten years of experience designing and delivering public presentations and training programs, Nick has led workshops, masterclasses, and conference talks on four continents. His project experience spans financial product design, fast-moving consumer goods, health and wellness, and human resources.

Masterclasses include Designing Decisions (choice architecture), Thinking Money (financial services), Nudge Design, and Behavioral Design for Incentives and Rewards. In February 2017, he delivered a talk on behavioral design for incentives and rewards at Action Design Washington DC.

Book: It Makes (No) Sense

Nick is the author of It Makes (No) Sense, a book that explores how behavioral science applies to real-world scenarios. The book is part of a broader resource library available on the site, complementing the blog and learning programs.

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Behavioral Service Design

Nick's approach integrates behavioral science into service design, creating experiences that align with how people actually think and decide. This work applies across industries — from finance and retail to health and employee engagement — always with the goal of designing services that respect human nature.

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Emotions at Work

Understanding emotional drivers in professional settings is central to improving employee satisfaction and engagement. Nick's work on emotions at work connects emotional design principles with measurable service outcomes, offering strategies for leveraging emotions constructively in the workplace.

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Nudging Healthier Choices in Workplace Cafeterias and Break Rooms

Workplace food environments shape daily decisions long before employees consciously consider nutrition. The placement of sandwiches, the size of a coffee cup, the availability of cold water and the visibility of fruit can all influence what people select during a busy day.

This is especially relevant in Australia, where office workers may move between a catered Sydney CBD workplace, a Melbourne co-working space and a regional site with limited food options. Cafeteria design must respond to different routines, budgets, cultures and expectations rather than assuming one ideal employee.

Nudging healthier choices does not mean removing freedom or lecturing people about diet. It means making nutritious, satisfying options easier to notice, access and choose while preserving a genuine range of alternatives.

A behavioural approach combines observation, customer research and service design. It can improve wellbeing while also supporting participation, employee experience and the commercial performance of workplace food services.

Start With Behavioural Research

The first step is to understand how people actually use the space. Observe queues, meal timing, traffic flow, popular products, discarded food and the moments when employees leave the building to buy lunch. Short intercept interviews can reveal practical barriers, such as unclear pricing, slow payment or a lack of vegetarian meals.

Segmenting employees can prevent overgeneralised solutions. Early starters may need breakfast, shift workers may value substantial meals at unusual times, and employees managing allergies require confidence in ingredient information. A team in Brisbane may also prioritise chilled drinks and shaded outdoor seating during warmer months.

Research should examine the whole service journey, from planning a meal to disposing of packaging. This customer experience lens is useful because communication, reminders and follow-up can influence food choices beyond the cafeteria itself.

Make The Better Choice Visible

People often select what is easiest to see and reach. Placing salads, vegetables, fruit and lower-sugar drinks at eye level can increase their consideration without restricting other products. A well-designed display can make a healthy meal look convenient, fresh and appealing rather than worthy but inconvenient.

Positioning matters at several points. Put water stations on common paths, place fruit near coffee machines and offer nutritious snacks in meeting rooms. In a Melbourne office known for its coffee culture, pairing a piece of fruit or yoghurt with the morning coffee ritual may work better than a generic wellness poster.

Visual cues should be simple and useful. Clear labels can show vegetarian, vegan, halal, allergen and high-protein options, while plain language helps employees make decisions quickly during a short break.

Use Defaults Carefully

Defaults are powerful because people frequently accept the option already selected. Catering a standard meeting lunch with water, vegetables and a balanced main course can establish a healthier baseline. Employees should still be able to request alternatives easily, particularly for cultural, medical or personal reasons.

Small changes can have a meaningful cumulative effect. Offer a regular coffee size as the default rather than the largest cup, include vegetables automatically with hot meals and make a smaller portion available at a proportionate price. These choices should feel normal, not like a penalty.

Trust is essential. Employees notice when a “healthy” default is more expensive, less filling or difficult to change. Testing different configurations with staff helps identify whether a nudge supports genuine choice or simply creates friction.

Design For Convenience And Value

Price and time are often stronger influences than nutrition knowledge. A nutritious option that requires a long wait will lose to a fast, familiar alternative. Pre-packed balanced meals, express queues and mobile ordering can make healthier choices compatible with demanding workdays.

Value perceptions also matter in the Australian market, where household budgets and food prices affect workplace purchasing. A subsidised salad, soup or grain bowl may attract more uptake than a premium wellness product. Bundles can include water and fruit without making employees feel they are paying extra for a moral lesson.

Break rooms need equal attention. Stocking vending machines with nuts, wholegrain snacks and reduced-sugar drinks, while keeping them affordable and visible, can influence the afternoon energy slump. In warmer locations, reliable refrigeration and cold water may be more persuasive than nutrition messaging.

Build Social Norms Without Pressure

People take cues from colleagues. When team meetings routinely serve balanced food, or when managers use the water station and choose the healthier catering option, those behaviours become socially familiar. Internal communications can share availability and convenience rather than praising particular bodies or diets.

The social environment should remain inclusive. Avoid language that labels foods as “good” or “bad”, since employees have different health needs and relationships with eating. A respectful service can promote vegetables, legumes, fruit and water while recognising that enjoyment and cultural relevance are part of a sustainable food experience.

Local partnerships may strengthen credibility. A workplace could feature seasonal produce from Australian suppliers or collaborate with a dietitian and a community food organisation. Julie Gramlich’s behavioural perspective can inform broader thinking about how environments shape everyday decisions.

Test, Measure And Adapt

A pilot is safer than a sweeping rollout. Select one cafeteria zone, meeting-room catering format or break-room shelf, then compare purchasing patterns before and after the change. Useful measures include sales mix, water uptake, fruit purchases, queue times, food waste and employee satisfaction.

Quantitative data should be paired with qualitative feedback. A drop in confectionery sales might indicate successful substitution, or it might mean employees are buying those products elsewhere. Interviews and observation help explain the numbers and identify unintended consequences.

Evaluation should also consider equity. Check whether healthier food is affordable for lower-paid employees, accessible to workers with disabilities and available across different shifts. Behavioural design is strongest when it improves the service for people with the least flexibility.

Practical Design Moves

The following actions provide a starting point for a workplace food environment:

  • Place water, fruit and balanced meals along natural traffic routes.
  • Use smaller default portions while offering larger servings at a fair price.
  • Create clear, consistent labels for allergens, dietary needs and ingredients.
  • Include nutritious options in meeting catering rather than treating them as extras.
  • Pilot changes for four to six weeks and measure sales, waste and employee feedback.
  • Review outcomes by shift, site and employee group before expanding the programme.

These interventions work best as a connected system. A visible salad will have limited impact if it is expensive, poorly labelled or unavailable after midday. Service design can align the physical environment, pricing, communications and operational routines so that healthier choices remain convenient.

The aim is not to engineer perfect behaviour. It is to reduce unnecessary effort around choices that support energy, concentration and long-term wellbeing. With careful research and respectful testing, Australian workplaces can make nutritious options a natural part of the working day.

Start by mapping one cafeteria or break room, observing real behaviour and identifying the smallest environmental change likely to help. A focused pilot can turn behavioural insight into a measurable improvement in employee experience, food service and workplace wellbeing.

Nick's blog covers topics including pricing strategies, loss aversion, the peak-end rule, and customer experience design. Notable posts include How to sell a 5¢ product for 1$ (December 2015), How to Reduce the Pain of Payment for Customers (July 2016), The Future of Applied Behavioral Science Will NOT Be About Behavioral Science (July 2014), When Designing Experiences, Think About What Happens After the Interaction Ends (March 2018), and The Email that Plays an Important Role in Customer Experience Without It Being Opened (March 2018).

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Media and Thought Leadership

Nick's work has been featured on platforms including mycustomer.com and behavioraleconomics.com. His media appearances and conference talks showcase applied behavioral science in action, reinforcing his role as a trusted voice in the field.

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Get in Touch

For inquiries about training programs, workshops, or speaking engagements, use the contact form to ensure your message reaches Nick's inbox. When not traveling, he typically responds within one working day. You can also follow Nick on Twitter, LinkedIn, and Facebook.

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