From in-store to internal performance, here are four proven use cases for business experimentation in action:

Optimise in-store kiosks

Small design changes to self-service ordering kiosks can deliver outsized commercial gains. These touchscreen stations, now common in restaurants and retail stores, handle thousands of customer interactions every day. Even subtle shifts in layout, copy, or prompts influence what people choose.

For example, in a restaurant, simply adding a “Best Seller” tag next to a high-margin item can nudge more customers to order it, increasing average spend without changing the menu.

The process is simple: start by looking at sales data to spot opportunities, identify small changes or behavioural nudges, run a series of controlled tests where some customers see the new version and others see the old one, and measure the difference in results. The winning changes can then be rolled out across every kiosk with confidence.

The results are measurable: KFC Europe worked with Sprint Valley to improve kiosk UI and lifted average order value by 1–4% within six months.

Diego Revilla, Digital Experience Specialist at KFC Spain & Portugal shared:

"The studies and methodology has helped internal teams to adapt to changing customer expectations and identify opportunities to reduce costs, make navigation faster and increase the average order value."

Improve response rates on customer communications

Customer communications—letters, emails, text messages, or app notifications—often carry critical instructions. An insurance company might send a letter reminding a customer to renew. A utility might send a text asking for payment. A transport authority might issue a notice about fees.

When these messages fail to cut through, the consequences are significant: missed deadlines, late fees, rising complaints, and reputational damage.

Small changes to wording, layout, or design can dramatically influence whether people read, understand, and act on these communications. For example, highlighting the deadline at the top of a letter, simplifying payment instructions, or reframing the cost of inaction can all boost response rates.

The results are measurable: Sprint Valley worked with Transport for London and cut the number of motorists receiving ULEZ late fees by 14% by applying behavioural nudges to their letters and testing them through live experimentation.

Employee experience: Improving performance and satisfaction

Every team has people who consistently deliver great results. The challenge for leaders is understanding why—and then helping the rest of the team achieve at the same level. Traditional approaches often rely on broad training or incentives, but these rarely uncover or scale the specific behaviours that drive real performance.

Business experimentation offers a smarter way. By analysing performance data and shadowing top performers, organisations can identify the small but critical behaviours that drive results. For example, a debt recovery agent might phrase repayment options in a way that increases agreement rates, or a sales rep might use timing cues that make customers more likely to commit.

Once these behaviours are identified, the process is straightforward: design targeted interventions that help other team members adopt the same habits, test them in live conditions, and measure the results against clear performance metrics. The winning approaches can then be embedded into training, scripts, or workflows at scale.

The results are measurable: Bristow & Sutor worked with Sprint Valley to upgrade their debt recovery strategy by uncovering and replicating high-performing behaviours. Through structured experimentation, they delivered 17.5% revenue growth.

Anthony O'Keeffe, Chief Executive Officer at Bristow & Sutor Group, shared:

"Inspirational, insightful, challenging, passionate, professional, engaging, creative, innovative, impactful, positive energy, transformational, deliver great outcomes – these are the words we would all like to describe our business partners. With Sprint Valley we get that and so much more."

Read the Bristow & Sutor case study →

Employee retention: Reducing churn

High employee turnover is rarely caused by one big issue. More often, it’s the accumulation of small moments—an unclear onboarding, a lack of recognition, or a process that creates daily frustration—that push people to leave. Traditional HR initiatives often focus on pay or perks, while overlooking the behavioural drivers that shape day-to-day experience.

Business experimentation helps uncover those hidden friction points and test practical ways to improve them. For example, small changes to how feedback is delivered, how schedules are communicated, or how career paths are framed can have a disproportionate effect on retention.

The process starts with mapping the employee journey to spot where people feel unsupported, then designing targeted interventions and testing them in live conditions. The data shows what makes a measurable difference, so you can invest in changes that matter most.

The results are measurable: Working with Sprint Valley, Agena reimagined their employee experience through a behavioural lens and reduced staff turnover by 60% in just six months.

Carly Miller, the Director of People Services at Agena Group shared:

"It's really easy for us to have conversations about profit, loss, revenue, but it's more difficult for us to have that about an experience and link the two together. And I can really see the impact that that's having in our warden teams, our attrition has been reduced significantly after us doing this piece of work with Sprint Valley."