Laws / Memory
Peak-end rule
People judge an experience mostly by how they felt at its most intense moment and at its end, not by the average.
Submitted.
Why it matters
A flow that ends flat or in an error is remembered as a bad experience, however smooth the middle was.
Rules to follow
- Design the success state as carefully as the main flow: confirm what happened and say what's next.
- Find the emotional peak (first result, first sale, first share) and make it feel rewarding.
- Make errors recoverable and calm; the worst moment is also a peak.
- End with a clear next step, not a dead end.