Beyond the bubble Uber

Welcome to yet another episode of 'Beyond the Bubble.' In this edition, we will take a deep dive into the cutting-edge communication features that drive the success of some of the industry's leading platforms.

In this episode we're looking at the world of on-demand services where the chat feature isn't just an extra perk, but a crucial component that boosts and cultivates relationships between service providers and their consumers.

In this edition, our focus is on Uber, a prominent player that has set high standards in the realm of on-demand services that connect riders and drivers, providing a fast, safe, and convenient mode of transportation. Not just limited to car services, Uber has branched out into other areas like food delivery with UberEats, and courier services with Uber Freight.

Throughout this episode, we will explore how Uber makes the communication now easier between drivers and riders or consumers, from sharing specific pickup locations and timings to tracking trip progress and sorting out any discrepancies - the app's built-in chat feature has contributed greatly to making ride-hailing and delivery services more convenient, effective, and trustworthy.

Uber, the multinational ride-sharing company, effectively utilises chat technology to streamline its operations and enhance passenger and driver experiences. This chat function serves as a pivotal link between riders and drivers, promoting efficient communication and facilitating quick resolution of queries and issues.

The primary scenario where chat is utilised on Uber is for pre-ride communication. Once a ride is booked, riders can use the in-app chat to directly connect with their drivers. This immediate contact is essential as it allows for detailed discussions of pickup locations and any specific instructions that can ensure a smooth pickup. Not only does it establish a direct line of communication, but it also fosters trust between riders and drivers.

Here's how the chat feature is leveraged in different stages:

However, after the ride is completed, the chat history is anonymized and inaccessible, ensuring privacy for both riders and drivers. As a result, any necessary feedback or complaints are directed through the Uber support system rather than personal communication.

Uber’s in-app chat feature is mostly straightforward and serves as a fundamental communication tool during a trip. This feature is primarily used by riders to ensure a smooth pickup by clarifying their location or providing specific instructions. Additionally, riders can communicate any delays they might encounter and inquire about the estimated arrival time from the driver.

On the other hand, drivers utilise the chat feature to keep riders informed about any roadblocks or reasons for potential delays. Furthermore, they can use it to confirm the pickup location in case there is any confusion, ensuring a seamless pick-up experience for the rider.

Some key features of Uber's messaging user experience (UX) include:

1. Smart replies

The smart reply feature in Uber's chat functionality uses Artificial Intelligence (AI) to anticipate common responses in a conversation. Once a ride is confirmed and the driver and rider need to communicate further, the driver may send a message. The smart reply system then analyses this incoming message and suggests possible responses to the rider based on the context.

2. In-app calling

The in-app call feature is particularly useful for real-time communication especially when the driver or rider needs to share specific details about their whereabouts or updates regarding the ride. For instance, in a busy area, a driver could call the rider to ask for a landmark or a specific location for easier pick-up.

3. Read receipt

Riders often wait anxiously for confirmation, especially for pickups. Read receipts can ease this anxiety by letting riders know their message has been seen by the driver. This is particularly helpful if the rider sends a message clarifying the pickup location or mentioning a potential delay.

Similarly, if a rider or driver experiences a delay, read receipts can show that the other party is aware of the situation. This can help manage expectations and avoid misunderstandings. For instance, a rider stuck in traffic can see if the driver has noticed their message about the delay.

4. Message translation

While drivers and riders can already specify their preferred languages within the app, and drivers are obligated to list the languages they speak in their profiles, this feature takes communication a step further. With a single tap, riders can translate a driver's message, regardless of the language, with the help of Google Translate integration. This feature supports more than 100 languages and is also available in the driver’s app for two-way conversation.

Uber envisions this feature to be particularly beneficial for drivers whose first language is not English, as well as for riders who are travelling abroad.

While Uber chat keeps things simple, here are some features that, if incorporated, could add to its usefulness:

While Uber currently doesn't provide options to edit, delete, or reply to specific messages in their chat function, these features are not considered critical for this use-case, however, having them could slightly enhance the user experience.

Uber's adoption of messaging features may not be as extensive as some other platforms, given the nature of its service. One of the key messaging features Uber uses is push notifications. These alerts notify users about new messages, regardless of whether they are actively using the app or not. For example, if the driver sends a message to the passenger, a push notification will ensure the passenger sees the message quickly, even if they have switched to another app. This is crucial in maintaining real-time communication.

However, Uber currently doesn't incorporate features such as quick replies, incorporating them would allow users to respond to messages directly from the notification without having to open the app.

In conclusion, while Uber's use of messaging features may not be comprehensive, it applies what is most beneficial to its platform. Additional features like quick responses can bring minor improvements to the existing system, and could certainly enhance the user experience. Uber’s example nicely demonstrates that the choice of messaging features to incorporate greatly depends on the specific needs and use case of each platform.

Uber at present, does not incorporate a specific module for user and message moderation. Much unlike social media platforms, in apps like Uber, the chat duration is relatively short-lived, usually seeing a maximum of six to seven messages being exchanged between riders and drivers. These are mostly intended for quick trip-related queries. Despite the brief nature of these chats, the absence of proper moderation could potentially pave the way for safety concerns and scams.

Here are a few suggestions on how platforms such as Uber can integrate message and user moderation for improved safety while ensuring minimal intrusion -

User privacy

Uber employs numerous strategies to prevent platform leakage outside its chat function - such as offering incentives, hiding sensitive information, and implementing a standard pricing and rating system as well as inside the chat interface - by deleting the chat conversation after the trip and hiding the mobile number.

1. Deleting the chat after the trip

Given that the chat serves as the primary communication channel between riders and drivers, it holds significant potential for platform bypass. By deleting the conversation after the trip, Uber unquestionably discourages users from bypassing the platform and motivates them to book subsequent rides only through the app.

2. Data masking

Uber enhances the security of its communications by enforcing that all interactions take place solely through the app, achieved by concealing the mobile numbers during calls. This method forms an additional protective layer, further strengthening the communication safety within the platform.

As we wrap up this episode, it's become undeniably clear how chat acts as a critical, though sometimes understated, force within on-demand services like Uber. While it might lack the extensive features found in social media apps, Uber's chat function definitely serves a vital purpose in streamlining the user experience.

In the forthcoming episodes, we are thrilled to delve deeper into the real-time engagement tactics employed by your go-to apps. Accompany us as we unravel the core elements of genuinely captivating digital interactions! Keep an eye out for more!