peak end law

The climax and final moments are memorable.

This law, advocated by psychologist Professor Daniel Kahneman, states that the most intense stimulus and last experience remains in memory. Kahneman measured the level of pain felt every minute during an endoscopy in 154 patients and asked them about their overall impressions after the procedure. Group A lasted 8 minutes and Group B lasted 24 minutes. Group A stopped testing when the pain was at its worst, and Group B stopped testing when the pain disappeared. Patients reportedly preferred group B. As a result of the experiment, we found that the overall impression was determined by the average amount of pain felt during the greatest pain and the last 3 minutes.

Your brain will try to remember your experiences efficiently rather than trying to remember them all at once. To sum up your experience, you'll likely remember the last, the most powerful peak and conclusion. Also, this entire experience will be a mix of positive and negative experiences. Throughout a user's various UX journeys to achieve a goal, maximizing positive peak experiences, lowering negative peak experiences, and letting users know that all is well at the moment all tasks are completed will have a huge impact on the experience.

Understand Human