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Designing with Choice

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The Experience

When booking a ride, Rapido could have simply charged ₹38 for pickup from the user’s exact location.
Instead, it offered two transparent options on the map:

  • ₹48 – Pickup from your current location

  • ₹56 – Pickup from a nearby point, just 50 meters away

The app even marked both pickup points visually, showing the exact distance and savings. The message was clear and empowering:

 

“Walk a bit, save ₹8.”

The Design Insight

At first glance, this might look like a small UX tweak — a ₹6 discount doesn’t seem like a big deal.
But the thinking behind it is brilliant.

Rapido didn’t just optimize costs or routes in the background — it invited the user into the decision-making process. Instead of silently choosing what’s best for them, it said:

“Here are your options. You decide what matters more today — convenience or savings.”

What Makes This a Great UX Decision

  • Transparency Over Automation
    Both options — cost and distance — are shown clearly. No hidden logic. No forced decision. Just open information.

  • Micro-Decisions, Macro Impact
    The app respects that the user’s context changes daily.

    • Some days, ₹6 isn’t worth a walk.

    • Other days, it might be.
      Good UX recognizes that users aren’t static — their priorities shift.

  • Behavioral Nudge Without Pressure
    The subtle difference in price and distance creates a gentle nudge — not manipulation, but empowerment.

  • Efficiency for All

    • For drivers: easier access points, less confusion.

    • For users: transparent pricing and control.

    • For Rapido: optimized routes and happier partners.

The Psychology of Choice in Design

  • This feature taps into a fundamental UX principle:
    Choice builds trust.

  • When users are given visible options and clear reasoning behind them, they feel respected. This sense of agency leads to higher satisfaction, even if they choose the more expensive option.

  • Good design doesn’t always mean doing everything for the user. Sometimes, it’s about showing them why and letting them decide.

Key Takeaway

  • In a world where most apps make decisions on behalf of users — automatically selecting “best” routes, “recommended” plans, or “smart” suggestions — Rapido did something refreshingly human.

  • It gave users information, autonomy, and respect.

  • That’s the heart of thoughtful UX.
    Not just convenience, but agency.
    Not just efficiency, but empathy.

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