Biz Carson/Business Insider
But when Lyft, the ride-hailing app, decided to do a redesign, ergonomics and transparency were at the forefront.
"We think in the transition of transportation as a service, choice matters more. We want to make choice clear, and for the trade-offs to be obvious," Lyft's VP of Product Tali Rapaport told Business Insider.
The team spent almost a year and 400 hours of research to make sure its new app offered the most choices, but in a way that was easier to understand than its competitor.
Not to mention, the whole thing is designed to be ergonomic friendly so you can access all the options with only one hand.
Here are all the tiny tweaks Lyft made to entice new customers to use their app instead of Uber's: