Understanding the peak-end rule

The peak-end rule reveals how customers remember experiences based on two key moments: the most intense point and the final interaction. This psychological principle, discovered by Nobel laureate Daniel Kahneman, explains why customers might forgive a difficult process if it ends well, or remember a smooth experience negatively due to a frustrating conclusion.^[1]

Customer journey mapping helps identify both peak moments and endpoints across different scenarios. The peak might be extreme delight during an unexpectedly fast checkout or intense frustration during a technical failure. The end could be a satisfying problem resolution or an abrupt service cancellation. These moments disproportionately influence overall satisfaction ratings.

Design experiences that create positive peaks and ensure strong endings. This might mean adding surprise upgrades, personalized thank-you messages, or ensuring the checkout process ends with clear confirmation and next steps. Even if a customer leaves for a competitor, make sure their last impression with your product lingers. Designing a smooth, respectful exit, like an easy cancellation process or a thoughtful goodbye message, can leave the door open for their return.