Why Uber stopped this design

An insider story on how Uber understood their user's motivations to increase revenue.

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Insider story into Uber’s design experience that increased rides by 10%

Hi friends,

Imagine you are a leader (design, product) at Uber, driving the success of the # of ride growth per user. For context: When the rider is about to book a ride, they want to know how much they would pay for the ride.

In an effort to better manage unknown traffic, one of your designers experimented by showing a price range so Uber won’t lose money on any ride ($14-$20).

Below are the two versions (A and B):

This is a tough one; notice the key differences.

Which version will perform better at having a user book a ride?

Uber ran this product experiment, and while it was well-intentioned, a certain approach led to unintended consequences. The winning version is…

🏆 Version B won this experiment! (comment if you got it and why?)

Why? Let’s dive into Uber’s genius formula for design: