Uncertainty Anxiety

Minimizing uncertainty can alleviate customer stress. This principle is about the importance of providing clarity and predictability to customers, reducing anxiety associated with uncertainty.

Uber and Lyft show real-time updates of your ride's location on a map, reducing uncertainty and anxiety about when the ride will arrive.

Apple's order status page gives detailed updates about each stage of your product's shipping and delivery process, reducing the stress of uncertainty for customers waiting for their products.