Peak-End Rule in UX: How to Create Lasting Impressions

Users don’t remember every second of your product.
They remember how it felt at the most intense moments — and how it ended.

That’s the power of the Peak-End Rule.
And if you understand it, you can design experiences people actually remember (and love).

Let’s break it down.

🧠 What Is the Peak-End Rule?

The Peak-End Rule is a psychological principle that says:

People judge experiences mostly based on two moments:

1. The peak (the most emotionally intense point)

2. The end

Everything else?
Kind of a blur.

Whether it’s using an app, going through onboarding, or checking out online — users remember the highlight and the finale.

🔍 Real Examples in UX

• Positive Peak: A surprisingly fun onboarding animation

• Negative Peak: A confusing error message during checkout

• End: A smooth thank-you page... or a broken confirmation screen

Great UX isn’t just about consistency.
It’s about designing unforgettable highs and strong endings.

🎯 How to Apply the Peak-End Rule in UX

1. Design a Delightful Peak

Find the moment where users feel most invested — and make it emotional.

✅ Surprise with small animations
✅ Offer meaningful rewards
✅ Make complex tasks feel like victories

💬 The peak doesn’t have to be big — it just has to feel good.

2. Craft a Memorable End

How you finish matters just as much.

✅ Celebrate success (e.g., order confirmation, completed signup)
✅ Offer clear next steps
✅ End with a positive tone or a thank you

💬 Never let an experience end with confusion or dead silence.

3. Reduce Negative Peaks

Pain points become emotional peaks too — but the wrong kind.

✅ Identify friction points (forms, payment, errors)
✅ Simplify or smooth them out
✅ Offer guidance when needed

💬 People forgive slow — they don’t forgive frustrating.

4. Use Micro-Moments

Tiny interactions can create unexpected peaks.

✅ Microcopy that feels human
✅ Playful loading animations
✅ Progress bars that celebrate milestones

💬 Small joys add up.

🧪 Bonus: Test for Emotional Peaks

When testing your UX, ask users:

• “What was the most memorable part?”

• “Where did you feel frustrated?”

• “How did you feel at the end?”

You’re not just testing for usability — you’re testing for emotional impact.

📘 Want to Go Deeper?

The Peak-End Rule is just one of many psychological principles we unpack in User Psychology 3.
If you want to design products that users feel — not just use — this guide is for you.