User Experience
Peak-End Rule
Also known as: Peak End Rule
Plain English
People remember the best bit and the ending.
Definition
The Peak-End Rule is a psychological principle where people judge an experience based on its most intense point and its ending.
In practice
Used to design standout moments and strong endings in glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term to shape overall perception.
The reality
Many experiences focus on glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term but ignore the key moments users actually remember.
Also known as
Peak End Rule
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is the Peak-End Rule?
It is judging an experience based on its peak and ending.
Why is the Peak-End Rule important?
It shapes how users remember an experience.
How do you apply it?
By designing strong highlight moments and endings.
What is a common mistake?
Focusing only on glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term instead of key moments.
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