With good UX, comes the possibility of even better UX.
In the market for ridesharing services, there has been largely one winner who takes the cake with more than 150 million monthly active users. Uber, the German word for ‘superior’, and now a brand embedded deep in our daily lives. It currently operates in 70 countries and over 10,000 cities around the world. Now, that is an unthinkable feat without good service, product, or UX.
But with good UX, comes the possibility of even better UX.
Here’s our deep dive into the good stuff and the bad stuff Uber has going on in its app. For starters, let’s begin on a positive note.
Three things we love about Uber:
- Choose your ideal ride
You’re planning a night out and need a ride. As you open the Uber app, it doesn’t bombard you with endless options. Instead, Uber presents you with over three top choices, neatly laid out. Uber carefully curates these options, so you don't have to wade through a rising sea of choices. When you find one you like, a simple tap expands the card, revealing all the essential details—like estimated time, car type, and price—right there.
UX Psychology Laws Applied ✅
- Hick’s Law: The more choices a person has, the longer it takes to make a decision. In other words, increasing the number of options increases the decision-making time.
- Reduced Cognitive Load: Cognitive load refers to the mental effort required to complete a task. When the information demands more than a person can comfortably manage, the cognitive load becomes too high.
- Progressive Disclosure: Users are less likely to feel overwhelmed when complications are gradually introduced in a gentle manner.
2. Where will your day take you?
Uber remembers your most preferred destinations. Each time you use the app, it pulls up locations you have frequented multiple times, allowing you to quickly select your usual drop-off and pick-up points. By learning from past interactions and harnessing data, the app tailors itself to fit your evolving needs. This dynamic approach not only enhances your experience but also reduces churn, as users feel valued and understood. Each time you interact with the platform, it grows with you.
UX Psychology Laws Applied ✅
- Personalization: Ensure your product leverages past behaviors to remove repetitive and unnecessary steps.
3. Live trip-tracking as a safety shield
With Uber’s Live Trip Tracking, you can share your journey in real time so that your loved ones know exactly where you are. Your friends and family can track your ride and see your location and driver information right on their screens. An extra layer of safety and reassurance doesn’t hurt and only adds to the complete ride experience. This is thoughtful and considerate UX.
UX Psychology Laws Applied ✅
Visibility of System Status (Nielsen’s Heuristic): Displaying the user’s location and driver information to their contacts ensures transparency.
Social Proof & Social Support Theory: By connecting users with their support network during potential issues, it reinforces feelings of safety
Social Proof & Social Support Theory: By connecting users with their support network during potential issues, it reinforces feelings of safety
I guess that’s enough praise. It’s undeniable that Uber's innovative technology platform and user-friendly mobile app have made it easier than ever for people to get around. However, there are areas where Uber could do well to pay attention.
Three things we mildly hate about Uber:
- Inaccessible location pin
A user selects a location from the search bar, but something feels off—it’s not quite where they need to be. Now, they’re stuck with the option they picked, frustrated that they can't fine-tune the spot easily. They know they need to "Refine Location," but where’s that option? It’s hidden, buried, under the user’s search recommendations.
Uber tries to help by allowing manual pinning, but the feature is too discreet, barely noticeable. What users need is a more visible nudge—a clear icon that says, “Hey, want to make sure this is the perfect spot? Click here to refine.”
UX Psychology Laws Denied ❌
- Tesler's Law: Simplify user experience by minimizing complexity; every system has an inherent complexity that must be managed by either the user or the system.
- User Flexibility (Heuristic Principle): Systems should allow users to customize and adapt experiences
2. No human connect for feedback
Whenever you have a less than satisfactory ride experience, you’re forced to choose from options like "unprofessional driver" or "higher fees," but none of them capture the real issue you faced. You’d want to type it out in a feedback form, or explain your concern in another manner.
From Uber's perspective, this means they miss out on valuable, nuanced feedback. Without understanding the specific details of your experience, they struggle to pinpoint recurring problems and make the necessary improvements. Essentially, they’re losing out on insights that could help enhance their service for future riders.
UX Psychology Laws Denied ❌
- User Control and Freedom: Users should be able to undo actions and navigate freely, presented with clear options to do so.
- Flexibility and Efficiency of Use: The design should accommodate both novice and experienced users, allowing for shortcuts and customizations to enhance efficiency.
- Postel’s Law: Be conservative in what you send and liberal in what you accept; ensure your system handles a variety of inputs gracefully while being strict about how data is sent out.
3. Payment method is set in stone
You’ve set your payment method once, and now it feels like a trap. If you're short on cash or prefer a quicker method to pay, there’s no way to switch it on the fly. The lack of flexibility means you can't pay mid-ride nor adjust to a more convenient option, leaving you at the mercy of the driver’s preferences. Uber is designed to be clean and operable. If the second-most important feature (after booking a ride) is not intuitive to the user’s needs, it’s an area for concern, and possible improvements.
UX Psychology Laws Denied ❌
- Reactance (Relative Psychology): Users resist restrictions and prefer freedom of choice. Forcing them to stick to a default option increases frustration.
- User Control & Freedom: Users should have the flexibility to easily change settings or undo actions to fit their needs.
- User Flexibility (Heuristic Principle): Interfaces should accommodate different user preferences, allowing for adaptable interactions.
Love And Hate - A UX Design Perspective is our take on the complexities of modern systems, product objectives, and technological constraints. We believe navigating this landscape requires a deep understanding of human behavior, empathy, and a willingness to challenge unfounded assumptions. If you’ve liked what you read so far, keep your eyes peeled for more.
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