Why Your Payment For An Uber Doesn't Feel Real

Rory Sutherland talks about the Uber maps and the psychological effect behind it and why the non cash payment makes it more like a service not transaction.

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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[igystrvigy]

“Frictionless” is how the credit card companies fool you into thinking you’re winning with “points.”

[Xeplyn]

His name is Rory Sutherland in case anyone's curious

[manin]

Deluxe of Uber and Airbnb started off as great ideas thought everything would be reasonably priced and cheaper, but then wants to get a monopoly. The price goes up and it's more expensive than it was before. Airbnb is a particularly good example of that. Where I live over the years, everything is stupidly priced accommodation.

[RyanM]

I think also the fact that there is price certainty by agreeing fare up front. With traditional cab you're watching the meter ticking over and you've no idea what unexplained extras the cabbie's gonna bump on at the end!

[JADED]

Feels like a service. It is a service. And people like convenience.

[heathenbreathinfire]

the other thing is, 1 - price certainty for Uber just like Ryan said rather than "price unknown til end of ride" and the other 2 - eta unknown in times of high demand, like around Christmas, etc, whereas for Uber it literally shows you on the map when it finds a driver, if they cancel and so on.

[dalton]

They do explicitly ask you for money though... It's not that you don't hand money it's that there's always someone working somewhere somewhat close to you... That you get to have different levels of cost... There might not be a huge difference however that is important. The map is certainly extremely helpful. Being able to report the driver or other customers is extremely helpful. Knowing what the rating of the driver makes you feel safer.

[jonabrons]

Key here is to make it super easy to pay. Like if it was literally nothing

[snavarretefigueroa]

In El Salvador most uber drivers will bail out as soon as they learn it's gonna be a cash-less transaction.

[Nightbird.]

Best thing for me about Uber/Lyft is I can cancel if I don't like the type of car that's available..and I don't have to tip if the service or driver were awful or if the car was dirty/smelly. That's a game changer for me.

[bluejayfabrications]

So many of these videos are completely alien to me I have never used an uber or bought a bottle of wine at a restaurant

[vibovitold]

I get drunk, I get an Uber home. In the morning I discover they overcharged me, because the driver did not finish the trip after dropping me off (in my opinion not deliberately, it was blatantly obvious, but that makes no difference).
I contact support, I get the money back before I'm out of bed.

Good luck with a regular taxi...

[NoWay]

Funny story about these uber/lyft companies. Last year my car was in the shop and i had to take these to get to work and get home for about a week. One night i decided to experiment and changed my profile name to a stereotypically African american name and nobody wanted to pick me up for about an hour. Some people got close and then dropped me at last minute. Then i changed my name to a stereotypical caucasian name and got a ride within a few minutes. I had a good grade and good remarks from my previous drivers on my profile, most of which were minorities. It still puzzles me and even my coworkers were embarressed and apologized. Just shocking stuff.

[thomass]

When a cab says 7 minutes, that really means 30.

[mariaboyadjieva]

This theory of the plastic disconnect from real cash has been debated, and proven wrong

[sebastianchmielewski]

I choose uber because I know the cost, its usually cheaper and works same way everywhere in the world, however I need to learn how to use local public transport each time visiting new place.

[jtwright]

Oh! i feel this! yup; learned the hard way

[headexplode]

Wow! So, this is what credit cards are doing. I wasn't aware that we feel good when the payment is later than consumption.

[Navak_]

Now compare the hidden cost of Uber to the hidden costs of owning a car. "Well my monthly car payment is lower than an Uber bill would be." Yes but you haven't taken into account the expense of insurance, fuel, parking, maintenance & repair, and tickets. Add all that in and you might be better off with Uber.