Uber is now allowing riders to tip and rate drivers mid-trip instead of waiting till after the ride has been completed. Uber's reasoning here is simple - efficiency and ease of use for the rider as well as an attempt at improving the overall experience for the rider as well, and although it may or may not improve the overall experience, it will certainly make for a more efficient trip for riders as they'll be able to take care of adding any tips, comments, or ratings about the driver before they reach their destination, meaning they won't have to spend time doing these things after the fact and this could lead to an increase in ratings and tips.
Because the riders will have some free time during the trip and it's going to be possible to take care of ratings at the same time, they might be more inclined to leave a comment on how well or how bad a trip was. Taking care of these things during the ride will all be possible right from the app UI so they'll be easy to find, and Uber says it will use the feedback given to improve technology on their end if there's an issue as well let the driver know what they could improve on to make for a better experience for the next rider.
On top of adding the capability to rate and tip early, Uber states that all feedback given is going to be used to help them recognize top-rate drivers in conjunction with a new program that'll be launching next month. Uber hasn't shared any specific details about the new program just yet but it did mention that it would be announcing more details on upcoming improvements and changes in the near future, so it's likely that it'll have more to share on this program in the coming weeks.