No. #153

Peak–End Rule
- Memory Biased by Peaks and Ends

The peak–end rule is a psychological heuristic where people judge an experience largely based on how they felt at its most intense point (the peak) and at its end, rather than based on the total sum or average of every moment of the experience. This can affect how products and services are designed and evaluated, emphasizing the importance of creating memorable positive peaks and satisfying conclusions.

Read more on Wikipedia

Product example

Ensuring a customer service interaction ends on a positive note may significantly affect overall customer satisfaction, regardless of any issues encountered during the process.

Empathy tips


Design for Memorable Peaks

Design experiences to include positive, memorable peaks.


Ensure Positive Conclusions

Focus on ensuring that interactions and experiences end positively.


User Journey Optimization

Optimize the user journey to enhance peak moments and endings.


Feedback and Improvement Processes

Utilize feedback to identify and improve peak and end moments in user experiences.

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