The biggest pain point for Uber customers is waiting for their ride. To make the time pass more quickly, Uber uses a car animation on a map to indicate progress.
This application of the Goal Gradient Effect is interesting because it isn’t driving customers to complete a checkout process or finish filling out their dating profile. Instead, this use of the Goal Gradient can change customer perceptions of time by providing a transparent waiting process. The closer your Uber gets to you, the faster the time seems to pass.