Rethinking The Driver Tipping Experience
Uber • 2018
Tips are a major factor impacting overall driver favorability, satisfaction, and engagement. I built out a product experience that increased product awareness, discoverability, and high engagement.
Role
As the designer on tipping I worked with my partners (research, PM) to establish a clear goal and shipping out a product that had high quality standards.
Impact
We were able to increase rider retention by 4%, ratings distribution for 4 stars and above increased by 36%, support and safety tickets dropped by 7%, driver supply hours went up by 5.5% (US)
User Problems
13% of active US riders have still never seen the in-app tipping flow. Even with blocking ratings, 30% of riders still skip this flow without seeing the option to tip.
Ratings, feedback, compliment, thank-you notes, and tips all exist in the same flow–with tipping as the last step in the hierarchy. This is a missed opportunity for discoverability, and impacts driver earnings.
“Your tip is last on the Uber priority totem pole. First priority is getting another Uber ride out of this customer...[then] making sure you get graded. The last thing they’ve built into the system is to get you a tip.”
Design
Our hypothesis was presenting riders with the option to tip first-versus rate first-will increase tipping visibility and result in more tips for drivers.
Early Explorations
I explored some early ideas on how riders can leave better and faster tips. We were not able to test all these variants out due to scope.
Tipping due to a discount on the fare
Social pressure inclined reason for leaving a tip
Tip due to excellent service being provided and exceeding expectations
Flow Diagram
Core Screens
We are programmed to find a shape of a circle prominent and pleasing.
Compliment selections are now only 125% bigger.
The ratings condenses and brings out compliments which are tertiary in hierarchy.
Tipping at this stage will condense the rating module and expand all the tipping options.
Giving a compliment opens the drawer and condenses the tipping module.