BFM+Exclusive

How Product Psychology Could Stop Uber Drivers From Stealing

10 mins

about Uber

Skills you'll build

Avoid future problems with "Upstream Thinking"
Level up your product psychology
Improve your CTA labels

Did you know that Uber Eats drivers openly share strategies on Reddit about which orders to cancel, prioritise, or pass onto less savvy drivers?

There's almost a pseudoscience for detecting likely tip baiters (don't worry, I'll explain what this is later).

Call me naive, but I assumed that when drivers stole food, or cancelled an order that's in progress, their wives were having a baby or something.

It's nothing like that.

I know this, because I spent a few weeks roleplaying an Uber Eats highwayman. I just stole everyone's food.

So what's this got to do with UX?

This is the second time I've published an analysis on being an Uber Driver. The first study looked at how the driver's app was poorly designed and difficult to learn.

This time we're tackling a bigger problem: how product psychology could reduce stolen (or delayed) orders, increase tips and make drivers happier, before the event occurs.

This kind of preventative design is sometimes labelled "Upstream Thinking".

And in about 10 minutes, you'll have this in your arsenal to try for yourself.