The peak-end rule: The key to unforgettable UX

If I ask you how you liked Game of Thrones, your answer will likely be tainted by the disappointing final season, despite nearly a decade of incredible, peak moments. Even though the show brought us unforgettable characters, epic battles, and groundbreaking storytelling, it all seems overshadowed by one thing: the ending.

Why? The peak-end rule. This psychological principle explains that:

• People judge experiences based on their most intense moment (the peak) and their conclusion (the end).
• A weak or negative ending can overshadow even the most brilliant moments that came before it.

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What Does This Mean for UX Design?

If you’re crafting any experience—be it B2B software, a consumer app, or even an in-store shopping experience—you need to prioritize the ending. Here's why:

• Users may appreciate smooth processes or standout features, but their final impression often determines what they remember most.
• If the ending falls flat, it can diminish the user’s overall perception of the product or service.

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A Real-World Example

Take an expense app. Its primary purpose is simple—uploading receipts for reimbursement. Here’s how the process is often approached and what could be improved:

Most design efforts focus on optimizing the upload flow:

• Reducing clicks.
• Ensuring fields are filled out correctly.
• Making the process quick and painless.

However, the end experience may be overlooked. For instance: a generic “Upload complete” message might suffice for functionality, but it’s underwhelming. It leaves the user feeling neutral at best, disengaged at worst.

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Now, imagine if the app enhanced the final step instead:

• After hitting “upload,” the user sees:
• • A cheerful message like, “Mission accomplished! Your receipts are in—time to sit back and wait for payday. 💸”
  • A playful animation, such as a receipt zipping off into the ether.

These simple touches transform a mundane task into a delightful and memorable moment.

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The Impact of Delightful Endings

Small moments of delight create lasting impressions. Users walk away with a positive emotional response, and they are more likely to

• Stick around and continue using the product.
• Recommend it to friends or colleagues.
• Feel excited about returning to use it again.

These details set your product apart in a competitive market, where dozens of tools clamor for attention. A great final impression fosters loyalty and turns users into advocates.

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Final Takeaway

The end matters. Whether you’re designing a digital product, a service, or even a customer support interaction:

• Nail the peak moments, but don’t neglect the ending.
• A polished, memorable finale ensures:
• • People leave with positive feelings.
  • Your product or service remains unforgettable for all the right reasons.

Want to elevate your product’s user experience? At Koi Studios, we transform great design into your competitive edge. Chat with us to start crafting intuitive UX that truly stands out.

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