Peak–End Rule

People's memory of an experience is not a perfect average of every moment. Instead, they tend to remember the most emotionally intense point (the "peak") and the final moments (the "end"). This cognitive bias is known as the Peak–End Rule.

In design, this means that the most intense moments and the end of a user's journey have a disproportionate impact on their overall impression of the product. To create a positive and memorable experience, designers should:

• Identify and enhance the peaks: Find the moments when the product is most helpful, valuable, or entertaining, and make them even better.
• Design a positive end: The final moments of an interaction are crucial. A smooth and satisfying conclusion can leave a lasting positive impression, even if there were minor frustrations along the way.
• Mitigate negative peaks: People remember negative experiences more vividly than positive ones. It's important to identify and address potential pain points to avoid creating strong negative peaks.