Peak-End Rule
People judge an experience largely based on how they felt at its peak (most intense point) and at its end, rather than the total sum or average of every moment of the experience.
When to Use
Create memorable peak moments
Design standout moments in the user experience that create positive emotional peaks.
End on a high note
Ensure that the end of user interactions or experiences is positive and memorable.
Minimize negative peaks
Identify and address pain points that could create negative peak moments in the user experience.
When to Avoid
Don't ignore the middle
While peaks and endings are important, don't completely neglect the overall experience quality throughout the journey.
Origin
The Peak-End Rule was identified by psychologists Daniel Kahneman and Barbara Fredrickson. Their research showed that people's memories of experiences are dominated by the most intense moment (peak) and the final moment (end), rather than the average of all moments. This has significant implications for user experience design, as it suggests that creating positive peaks and endings can disproportionately improve users' overall perception of an experience.