Consider a world where you are assigned a random phrase (i.e. "Correct Horse Battery Staple") when you request a ride. The driver is never shown a name. When they are shown the set of people they could pick up, they are not shown a photo or passphrase until they accept the ride. As soon as they accept your ride, they are shown your passphrase and your photo (the former to ensure that they are picking up the right passenger, and the latter to ensure that a previously vetted passenger isn't cheating and providing their account to someone else / buying a ride for someone else).

Wouldn't this go a pretty long way towards removing obvious sources of discrimination?