Peak-end rule

The peak-end rule is a cognitive bias that explains how people remember experiences based on their most intense moments (peaks) and their final moments (ends). In user interface design, focusing on these crucial points can significantly influence user recall and satisfaction:

• Positive peaks: When designing interfaces, pay attention to creating positive peaks through moments of delight, such as ease of use, quick accomplishments, or visually pleasing feedback during important interactions. For example, a colorful animation after completing a form or a cheerful sound when a task is finished can leave a lasting impression of efficiency and reliability.
• Negative peaks: However, beware of negative peaks caused by frustration or confusion, such as difficult navigation or slow loading times. These negative experiences are memorable and can overshadow positive aspects, pushing users towards alternatives.

The final moments of user interaction can significantly shape their overall impression. Many websites prioritize immediate results, such as clicks and sales and neglect gracious goodbyes using intrusive "please-don’t-go" pop-ups. Offering a surprise discount to users who are about to leave could improve their last impression and encourage them to return or recommend you to their friends.^[1]