This Minor Thing Changed Underground Trains Forever

Rory Sutherland talks about the Uber maps and London underground waiting tableau explaining the psychological effect behind it.

Rory Sutherland, a prominent figure in advertising and behavioral economics, has conducted studies examining the psychological impact of Uber maps on both drivers and passengers. His research delves into how subtle changes in the design and presentation of navigation maps can influence behavior and decision-making.

One aspect of Sutherland's study focuses on the use of "phantom roads" in Uber's mapping system. These phantom roads are fictitious routes displayed on the map that do not actually exist in reality. Despite their nonexistence, including these phantom roads serves a psychological purpose by providing drivers with a sense of control and agency over their route choices. By presenting additional options, even if they are illusory, the mapping system empowers drivers to make decisions that align with their preferences and intuitions, leading to a greater sense of satisfaction and autonomy.

Moreover, Sutherland's research highlights the importance of "magic roundabouts" in Uber's mapping interface. These virtual traffic circles are strategically placed on the map to encourage drivers to choose routes that are more efficient and less congested. By incorporating elements of gamification and visual cues, such as highlighting shorter routes or avoiding heavy traffic areas, the mapping system nudges drivers towards behaviors that optimize their driving experience and improve overall efficiency.

Additionally, Sutherland's study examines the psychological impact of estimated arrival times (ETAs) displayed on Uber maps. By providing users with real-time information about their expected arrival time, the mapping system enhances transparency and reduces uncertainty, leading to a more positive user experience. Furthermore, Sutherland suggests that the mere presence of an ETA can influence perceptions of wait times and prompt users to be more patient and understanding, even in situations where delays occur.

Overall, Rory Sutherland's research sheds light on the subtle yet powerful ways in which design elements in Uber maps can shape perceptions, attitudes, and behaviors. By leveraging principles of psychology and behavioral economics, Uber has developed a mapping interface that not only facilitates navigation but also enhances user satisfaction and engagement. Sutherland's insights underscore the importance of considering the psychological effects of design choices in technology platforms and highlight the potential for innovation in improving user experiences.

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[MrTVintro]

"DELAYED" means we have to stay there on guard. 60 minutes means we can go yo the bathroom and get a bit to eat.

[HRDE]

This is essentially the message I tell supply chain teams in the industrial world all the time - tell people something is delayed with your best estimate instead of just saying nothing (which infuriates people).

[Admaster]

"It doesnt have to reduce the waiting time, it just has to reduce the uncertainty" is such an insightful sentence in how the human mind processes the unknown. Love this guy

[johnatanskyzer]

I worked at a dispatch office for a huge warehouse. We were waay behind. My colleagues kept telling drivers "30 minutes" or "1 hour" and they were angry, because in reality we were almost 8 hours behind.
I took over. Drivers came and I started telling them the true answer. My manager initially went white when I told the first driver that "Best case scenario, 6 hours, but probably around 8.". They drivers weren't happy, obviously, but they actually appreciated my honesty. They didn't bother coming back every 30 minutes or an hour, but the one time they did, they were ready to go. I wasn't jerking them around.
Some even decided to sleep or go home for dinner etc. Despite the situation being bad, they got an honest true answer and found good ways to work around it.

[Evilanious]

Glad to know that's not just me. If I wait 12 minutes of the bus when it's two minutes late without message I am basically cool the first ten minutes and angrily glaring up the road the last two.

[christopherdoheny]

Has the algorithm chose this fella, seeing him daily and think he's brilliant.

[SkaterBlades]

Knowing how long you're waiting gives you a chance to plan. If I'm waiting 9 minutes, I'll get a snack or zone out while listening to some music. If i don't know how long i have to wait, i have to be alert and waiting that whole time. One of the problems i have on my way back from work is my bus will just say 3 minutes for 10 - 15 minutes and there have been times where it went to 45 minutes of waiting. If i know I'm going to miss my transfer on my way to work, i know I'll have to wait 20 minutes for the next one so I'll go to the next stop instead as there's a nearby McDonald's and get a coffee. It's effectively the same commute, the difference is that little glitch on the way back that doesn't allow me to relax or do something else

[VijoyaChappelear]

Absolutely yes! Here in New York they finally started telling us why the train was delayed, as in there was a sick passenger or a signal problem, or someone was struck by a train. Made all the difference.

[kag]

This is fascinating to see and makes perfect sense. Knowing time means having a degree of control over the actions you take during it, uncertainty on the other hand doesn't tell you how you should use your time because the circumstances can change at any moment

[frainy]

The same is true in support environments, telling a customer you are working on a problem and its going to take 3 hours is better than just telling them you are working on it.

I used to work for a TV provider and we always told customers package changes would take 24 hours, usually it would be 30 min, but telling them 24 hours stopped call backs within 15 min when the channels still hadn't come through.

[marcusreading]

I think its because it gives us more power to make a choice. If it just says delayed, that could mean anything from five minutes to five hours, so we cant do anything or risk missing whatever we are waiting for. If we get told how long its delayed by, we can choose to either stick around or make other arrangements.

[almachizit]

This was one of the things that stuck out to me the most when visiting Norway: the bus stops had a live display that said how many minutes until the next bus of each number. That alone made taking a bus (especially in -10°C weather) so much better

[dickyt]

he is so right, love this guy especially his ideas on models doshing out Chateau Patris on a train !

[Muker]

This guy keeps coming up on my shorts and everything he says makes complete sense

[ReCh]

Try this in Brighton, where the bus stop will say your bus is “due” for 10 mins before it actually shows up

[toferg.]

This is also true for when trying a shortcut for the first time: the discomfort from the uncertainty can easily make it feel like a longer trip.

[chimeragenesis]

So true. The delayed sign on the electronic timetable displays at Cambridge train station was always the bain of my existence 🤬

[stultuses]

When you are giving any type of service, reduced uncertainty is absolutely key

Next to solving the actual problem, this is what customers want, reduced uncertainty

[satan]

its the knowing that you have 20 minutes to go and use the bathroom or grab a drink, if there's no estimated time, you stand around for 20 minutes because you worry if you leave- the train will come