![Because Uber mediates its drivers' entire work experience through an app, there are few limits to the elements it can gamify.](/web/20170407072248im_/http://www.smh.com.au/content/dam/images/g/v/6/l/6/n/image.related.wideLandscape.300x169.gvcx9g.png/1491302027426.jpg)
How Uber uses psychological tricks to push its drivers' buttons
​Even as Uber talks up its determination to treat drivers more humanely, it is engaged in a behind-the-scenes experiment in behavioural science to manipulate them in the service of its corporate growth – an effort whose dimensions became evident in interviews with several dozen current and former Uber officials, drivers and social scientists, as well as a review of behavioural research.