How public transport delays could become bearable

Or tapping into the uncertainty bias

Why is waiting for public transport so frustrating?

Delays feel like forever. They say it's 3 minutes delayed. Then they update it and say it'll take 15 more minutes.

Take Uber as a contrast. It tapped into our bias toward certainty. You ask for a ride, you get a time estimate, and you know where the driver is. Waiting becomes easy.

Waiting for trains, trams, and buses would be easier if we could see where they are. Don't tell us how long we need to wait - show us.

💡 Exercise for you: are there moments in your buyer journey where people feel uncertain of the outcome?