About UX: reflections on Service Decline: Uber and Gamer Experience

Comming back home...

Yesterday, as I attended to the #GameUXSummit and was comming back to my home on the Renfe, I was making memory regarding something that I've seen happening in this two sides industries...

In Uber's early days, one of the reasons the app won over its users was its attention to small details: spotless cars, bottled water, phone chargers, and even personalized service. It was more than just a transportation option; it was a premium experience at an accessible price.

Comforts for the users and the players?

However, over time, these small but significant comforts have disappeared. Taking an Uber now is simply about getting from point A to point B. The quality of service has suffered due to factors like scalability and cost optimization. This decline in service has not gone unnoticed by users, who often reminisce about "the good old days" on social media.

This phenomenon is also evident in another domain: the video game industry and how some companies approach their players. A decade ago, the focus on players was palpable. Localization was deep and culturally resonant, marketing was centered on building emotional connections, and the product seemed designed to offer a complete experience. Attention to detail was present in AAA games and indie productions that knew their success depended on captivating players.

Today, this focus has shifted in several companies. While there are notable exceptions, it is clear that in many cases, the priority has moved from the player to immediate monetization. Rushed localizations, generic marketing campaigns, and products launched with evident bugs are just some signs of this transformation. The narratives once built to excite and connect now seem relegated to the background in the face of market demands.

What Can We Learn From This?

Just as Uber faced criticism and lost part of its competitive edge to platforms like Bolt or Cabify, the video game industry also risks alienating its most loyal communities. Players, like Uber users, have alternatives. When an experience disappoints, they will look for others that make them feel valued.

Some companies have reversed this trend by refocusing on the player. Recent examples include efforts to create more collaborative localizations with fans or prioritize quality and innovation over tight deadlines.

The decline in service, whether in transportation or entertainment, significantly impacts brand perception and user loyalty. Recognizing how we got here is the first step to reversing this trend. The solution? Remember what set us apart in the first place and why customers and players chose to stay.

Now what?

In the end, both Uber drivers and video game developers share something in common: they can (and should) regain the magic of the details that create human connections. Because, just like in the early days, service is much more than just functionality; it is an experience.

Let me know your thoughts!