Peak–End Rule — Make your product unforgettable

August 10, 2025

Big idea: users don’t remember every screen. They remember the most intense moment (peak) and how it ends. Nail those two and people will love your product — even if the middle is ordinary.

1) What it means

  • People recall one peak (best or worst moment) and the ending.
  • The middle screens are mostly forgotten.
  • So: focus design energy on peaks and endings.

2) Quick examples

  • Good: Duolingo — peak: fun animations for correct answers; end: cheerful progress/celebration.
  • Good: Uber — peak: live driver tracking turns anxiety into anticipation; end: arrival notification.
  • Bad: Banking apps — stressful flow + boring “Transaction complete” screen.
  • Bad: Support chat — long wait (negative peak) + abrupt “case closed” (forgettable end).
  • Bad: Ticketing sites — surprise fees (rage peak) + plain confirmation (forgettable end).

3) Step-by-step: apply it now

  1. Map the journey. List the user flow and highlight the top 3 emotional moments (positive or negative).
  2. Design the peak.
  • If positive: amplify delight (micro-animations, sound, confetti, clear progress).
  • If negative: reduce intensity or reframe it (show progress, give control, add empathy).
    1. Design the ending. Turn final screens into a memorable close: clear summary, celebration, next steps, rewards.
    2. Ship & measure. Track short-term signals (completion rate, NPS, quick surveys) to confirm the memory effect.
    3. Iterate. Small peaks/end changes → big perception lift.

4) Quick checklist

  • Identify the worst or most intense moment. Can you reduce it?
  • Add one small celebratory element to the final screen.
  • Remove any surprise fees or abrupt “done” messages.

TL;DR

People forget the middle. They remember how you made them feel. Stop polishing every pixel equally — obsess over the peaks and the endings. Those are what stick.

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