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Cognitive Load is the working memory needed to complete a task. By offering clear next steps—"Explore similar shops" or "Schedule order"—Uber cuts the effort needed to decide what to do next.

Never show dead ends—offer next steps or alternatives is a best practice. Uber avoids a dead end by giving users two actions, so they keep moving and don't feel stuck or abandoned.

Uber's dynamic empty state also avoids dead ends, by showing upsell offers when no promo is found. Both examples keep users engaged with useful options instead of leaving them with nothing to do.

HelloFresh uses specific CTA labels like “Pick your plan” to set clear expectations. Uber’s “Schedule order” button is just as literal, so users know exactly what will happen next.

Deliveroo shows a timer to nudge users to add more items before delivery. Uber’s “Schedule order” option gives a time-based choice too—both use time as a way to keep users engaged and prompt action.