Peak-End Rule
The Peak-End Rule is a psychological principle stating that people tend to remember an experience based on its most intense (peak) moment and its final (end) moment, rather than the overall experience. In UX design, this means that the most memorable parts of an experience will be the highest points (good or bad) and the final interaction, so it’s important to make both impactful.
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The Psychology Behind It
Humans have a tendency to evaluate experiences not by the sum of all moments, but by the most emotionally intense part of the experience and the last part. This leads to a disproportionate influence of these two moments on overall satisfaction, memory, and future behavior. By strategically designing the peak and end moments, we can guide the emotional trajectory of the user experience.
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Real-World Applications
Onboarding experiences – Ensure the final step of onboarding leaves a positive impression and that users are guided through a highlight moment.
Checkout flows – Offer a satisfying conclusion (e.g., confirmation message, celebration, or discount offer) after a purchase to leave users with a positive memory.
Customer support interactions – Focus on resolving issues effectively and pleasantly at the peak of interaction (like solving a critical problem) and end with a friendly farewell or follow-up.
Visual Example
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Common Mistakes
Mistake: Ignoring the emotional impact of the final interaction.
Fix: Ensure the last part of the user experience is pleasant, whether it's confirmation, a thank-you message, or a rewarding interaction.
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How to Apply It in Your Design
Design an emotional peak within the flow – Create a positive surprise or highlight moment to keep users engaged.
End on a high note – Ensure the final interaction is memorable, such as a “Thank you” page, a discount offer, or a confirmation of success.
Minimize negative peaks – Avoid frustrating moments and try to provide positive resolutions to challenges.
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Key Takeaways
The Peak-End Rule emphasizes the importance of creating strong emotional highs and memorable endings.
Users remember the highest and final moments more than the rest of the experience.
Designing these moments intentionally can lead to a more satisfying overall experience and improve retention.
User Psychology 3
Psychology Behind UX Design
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