Janet Rodriguez drives for three different apps on weekends to save money for her son's college fund. But some weeks, she opens one app and immediately closes it. "Too many choices, too confusing," she says. "I just want to know: What's the job? How much does it pay? Let's go."
She's not alone. New research from the University of Tennessee found that millions of gig drivers like Janet feel the same way—and that the apps themselves are often the problem.
Researchers John Bell and Launce Sanders, professors at the Haslam College of Business, studied how ride-share and delivery drivers decide which apps to use and when to work. Their findings, published in the Journal of Business Logistics, point to three design choices that make or break driver satisfaction.
The first is how jobs are offered. Many apps show drivers a long list of available gigs and let them choose. Researchers call this an "open job board." It sounds flexible, but Bell and Sanders found it often does the opposite. Drivers spend precious time scrolling through options and making quick decisions under pressure. The study showed drivers strongly preferred apps that simply sent them a single task—a ride to pick up or a delivery to make. Older drivers felt this especially strongly. When the app does the thinking, drivers stay happier and work longer.
The second design element is time structure. Some apps require drivers to sign up for shifts or time blocks. For drivers who need a steady paycheck, this can feel reassuring. But for weekend earners like Rodriguez, fixed blocks felt too rigid. The study found drivers who depend on gig work as their main income actually liked time blocks because they offered predictable earnings. The solution, the researchers say, is to let drivers choose: take single jobs when you want, or lock in blocks when you need stability.
The third factor is pay. Complex bonus systems, surge pricing, and promotions may sound exciting, but the study found drivers trusted platforms more when base pay was clear and steady. Complicated pay formulas made people feel uncertain about their earnings. Drivers said they preferred knowing exactly what they'd make on each trip, rather than guessing whether a mysterious bonus might show up.
The researchers emphasize that drivers are not all the same. What works for a 22-year-old college student working 10 hours a week may not work for a 45-year-old single parent relying on gig work to pay rent. Apps that recognize these differences—and let workers customize their experience—will likely keep the best drivers around longer.
"In a labor market where workers can disengage instantly, these design choices matter as much as financial incentives," the researchers wrote.
The bigger picture is encouraging: this research gives platform companies a clear roadmap for treating drivers better without necessarily spending more money. Sometimes the simplest fix—just sending one clear offer instead of a list of 20—makes all the difference.