Sign up to our free weekly IndyTech newsletter delivered straight to your inbox Sign up to our free IndyTech newsletter
Uber is using a range of psychological tricks to encourage its drivers to work longer hours, often at times and locations that are less lucrative to them, according to a new report.
The taxi app company manipulates drivers with app alerts and low-value rewards, with hundreds of social scientists and data scientists said to be involved in the experiment.
According to the New York Times , Uber is trying to replicate techniques that make video games and TV addictive.
These include achievement badges, an alert system that tells drivers they’re close to hitting an earnings target when they try to log off and an algorithm called ‘forward dispatch’, which enables drivers to book their next fare before completing their current one.
Gadget and tech news: In picturesShow all 25 1 /25Gadget and tech news: In pictures Gadget and tech news: In pictures Gun-toting humanoid robot sent into space Russia has launched a humanoid robot into space on a rocket bound for the International Space Station (ISS). The robot Fedor will spend 10 days aboard the ISS practising skills such as using tools to fix issues onboard. Russia's deputy prime minister Dmitry Rogozin has previously shared videos of Fedor handling and shooting guns at a firing range with deadly accuracy.
Dmitry Rogozin/Twitter
Gadget and tech news: In pictures Google turns 21 Google celebrates its 21st birthday on September 27. The The search engine was founded in September 1998 by two PhD students, Larry Page and Sergey Brin, in their dormitories at California’s Stanford University. Page and Brin chose the name google as it recalled the mathematic term 'googol', meaning 10 raised to the power of 100
Google
Gadget and tech news: In pictures Hexa drone lifts off Chief engineer of LIFT aircraft Balazs Kerulo demonstrates the company's "Hexa" personal drone craft in Lago Vista, Texas on June 3 2019
Reuters
Gadget and tech news: In pictures Project Scarlett to succeed Xbox One Microsoft announced Project Scarlett, the successor to the Xbox One, at E3 2019. The company said that the new console will be 4 times as powerful as the Xbox One and is slated for a release date of Christmas 2020
Getty
Gadget and tech news: In pictures First new iPod in four years Apple has announced the new iPod Touch, the first new iPod in four years. The device will have the option of adding more storage, up to 256GB
Apple
Gadget and tech news: In pictures Folding phone may flop Samsung will cancel orders of its Galaxy Fold phone at the end of May if the phone is not then ready for sale. The $2000 folding phone has been found to break easily with review copies being recalled after backlash
PA
Gadget and tech news: In pictures Charging mat non-starter Apple has cancelled its AirPower wireless charging mat, which was slated as a way to charge numerous apple products at once
AFP/Getty
Gadget and tech news: In pictures "Super league" India shoots down satellite India has claimed status as part of a "super league" of nations after shooting down a live satellite in a test of new missile technology
EPA
Gadget and tech news: In pictures 5G incoming 5G wireless internet is expected to launch in 2019, with the potential to reach speeds of 50mb/s
Getty
Gadget and tech news: In pictures Uber halts driverless testing after death Uber has halted testing of driverless vehicles after a woman was killed by one of their cars in Tempe, Arizona. March 19 2018
Getty
Gadget and tech news: In pictures A humanoid robot gestures during a demo at a stall in the Indian Machine Tools Expo, IMTEX/Tooltech 2017 held in Bangalore
Getty
Gadget and tech news: In pictures A humanoid robot gestures during a demo at a stall in the Indian Machine Tools Expo, IMTEX/Tooltech 2017 held in Bangalore
Getty
Gadget and tech news: In pictures Engineers test a four-metre-tall humanoid manned robot dubbed Method-2 in a lab of the Hankook Mirae Technology in Gunpo, south of Seoul, South Korea
Jung Yeon-Je/AFP/Getty
Gadget and tech news: In pictures Engineers test a four-metre-tall humanoid manned robot dubbed Method-2 in a lab of the Hankook Mirae Technology in Gunpo, south of Seoul, South Korea
Jung Yeon-Je/AFP/Getty
Gadget and tech news: In pictures The giant human-like robot bears a striking resemblance to the military robots starring in the movie 'Avatar' and is claimed as a world first by its creators from a South Korean robotic company
Jung Yeon-Je/AFP/Getty
Gadget and tech news: In pictures Engineers test a four-metre-tall humanoid manned robot dubbed Method-2 in a lab of the Hankook Mirae Technology in Gunpo, south of Seoul, South Korea
Jung Yeon-Je/AFP/Getty
Gadget and tech news: In pictures Waseda University's saxophonist robot WAS-5, developed by professor Atsuo Takanishi
Rex
Gadget and tech news: In pictures Waseda University's saxophonist robot WAS-5, developed by professor Atsuo Takanishi and Kaptain Rock playing one string light saber guitar perform jam session
Rex
Gadget and tech news: In pictures A test line of a new energy suspension railway resembling the giant panda is seen in Chengdu, Sichuan Province, China
Reuters
Gadget and tech news: In pictures A test line of a new energy suspension railway, resembling a giant panda, is seen in Chengdu, Sichuan Province, China
Reuters
Gadget and tech news: In pictures A concept car by Trumpchi from GAC Group is shown at the International Automobile Exhibition in Guangzhou, China
Rex
Gadget and tech news: In pictures A Mirai fuel cell vehicle by Toyota is displayed at the International Automobile Exhibition in Guangzhou, China
Reuters
Gadget and tech news: In pictures A visitor tries a Nissan VR experience at the International Automobile Exhibition in Guangzhou, China
Reuters
Gadget and tech news: In pictures A man looks at an exhibit entitled 'Mimus' a giant industrial robot which has been reprogrammed to interact with humans during a photocall at the new Design Museum in South Kensington, London
Getty
Gadget and tech news: In pictures A new Israeli Da-Vinci unmanned aerial vehicle manufactured by Elbit Systems is displayed during the 4th International conference on Home Land Security and Cyber in the Israeli coastal city of Tel Aviv
Getty
This was inspired by automatic queueing on Netflix, which encourages viewers to binge-watch TV by loading the next episode before the current one has finished.
Forward dispatch proved so successful that Uber had to introduce a pause button, as drivers started complaining that they could no longer stop for toilet breaks.
Male local managers even went as far as adopting a female persona when texting drivers, with the tactic proving effective with Uber’s largely male base of drivers.
‘Laura’, for instance, would contact drivers with a message along the lines of, “Hey, the concert’s about to let out. You should head over there,” said John P. Parker, a manager based in the company’s Dallas office in 2014 and 2015.
As Uber drivers are officially independent contractors rather than employees, the company doesn’t have the authority to tell them what to do.
It therefore needs to take an alternative approach to make its service as slick as possible for customers, with drivers drawing the short straw.
The company is going through a turbulent period at the moment, following sexual harassment allegations and the resignation of president Jeff Jones after just six months in the job.
It’s also recently emerged that Uber has been using a secret tool called Greyball to avoid law enforcement authorities in countries across the world.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies