Dan Birman

Tipping without guilt

Product Design Lead · 3 min

I led design for rating and tipping at Uber, built around one question: how do you reward good drivers without guilting riders? Drivers who also drove for Lyft mentioned tips more often in their feedback, and some had put out their own tip jars. We tested asking for a tip first and showing it like a bill, and shipped the opposite: rate the trip first, and tipping appears with five stars, so reward follows good service. Riders tipped drivers $600M, a published figure in the first year.

Role
Product Design Lead
Team
11 designers (5 product, 3 visual, 2 motion, 1 brand), 6 engineers, 2 data scientists, a researcher and a PM
Timeline
2016 to 2017, launched June 2017
Scope
Rider rating and tipping
$600M, a published figure
tipped to drivers in the first year, per Uber
90%+
adoption of the driver navigation redesign I co-led, within six months

Principles

What we tested

I surveyed drivers who drove for both Uber and Lyft, and ran several dozen in-person interviews and user tests. We tested four versions before the one that shipped.

KilledTip first. The wrong order. Riders wanted to judge the trip before deciding whether to tip.
KilledRate or tip, either first. Riders froze: tip first, rate first, or both?
KilledRate first, with social proof. Showing that much about the driver was distracting.
KilledRate first, on the map. The map added nothing to the trip, and it loaded badly in some international markets.
ShippedRate first, tip at five stars. The rider judges the trip, and a five-star rating opens a compliment and a tip. Anything less asks what went wrong instead.
Three tested versions: a tip card shown before the rating, the driver’s profile with rating and rider compliments, and the rating card set over a map of the route
Three versions we tested and dropped: tip first, the driver’s profile as social proof, and the rating on a map

In the shipped flow, a rating under five stars also offers a way to reach support. Tip payments can fail, so the flow shows an error and lets the rider try again. The rating card loads before the map, separate from the home feed, so it shows up reliably.

Try it

A rebuild of the rate-then-tip flow. Give five stars to see the tip options, or fewer to see what happens instead. You can also make the payment fail.

Trip with Maria · 18 min
How was your ride?

A reconstruction, not Uber’s code. The driver and amounts are made up.

The short version. Ruli is the case study I go deep on; for this one, ask me.

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