The Peak-End rule
When we look back on an experience from the past, we tend to remember the most significant events and how it ended. In psychology, there is a lot of research on what is more memorable in our memory. In this article, we will learn about one of these studies, the Peak-End Rule.
When we remember experiences in our lives, we recall them more like slideshows rather than complete stories. Our minds tend to prioritize the most memorable memories first when reconstructing memories of the past. The emotional peaks and how an experience concluded have a significant impact on how we will remember it.
History
The Peak-End Rule was developed from the research of Daniel Kahneman and Barbara Frederickson in 1993. As a result of their study, it was found that events are rarely remembered with complete precision in human memory. Participants were requested by the researchers to undergo a challenging test, during which they were required to submerge their hands in cold water in two separate stages.
- Round: 60 seconds at 14 degrees
- Round: 60 seconds at 14 degrees, followed by 30 seconds at 15 degrees
- Round: Choose one of the first two rounds and repeat
In the third round, choosing the stage with less time when selecting the step to be repeated would have been the most logical choice. Rather than returning to a temperature just one degree lower for an extra 30 seconds, it would have been far more advantageous to choose a full 60 seconds. However, 80% of the participants chose the second round when making the choice to repeat.
The use of the Peak-End Rule in design
The Peak-End Rule is actually quite simple. When a user experiences emotional pleasure while using a product at its highest point and concludes with a positive result, they are more likely to remember it as a truly successful product. Balancing these two significant moments is crucial. If the user experiences satisfaction during the peak moment but lacks contentment at the final stage, the chances of achieving a successful outcome will greatly diminish.
The Peak
As mentioned earlier, the Peak is the most emotional part of the experience. It can be a moment of joy, excitement, or discomfort.
Tesla’s ludicrous mode
Tesla’s Ludicrous Mode serves as an excellent example of the Peak moment in this rule. In Tesla cars, the Peak occurs when the car accelerates from 0 to 100 km/h in just a few seconds. At this very moment, a captivating animation springs to life on the screen, intensifying the thrill and delight of both the driver and the passengers, crafting an unforgettable journey with our outstanding product.
Apple Face ID
The installation process for Face ID on Apple products is designed with the Peak moment in mind. Upon its initial activation, users are greeted by a product that showcases avant-garde technology, creating an intriguing and futuristic experience. This approach ensures that users have a memorable experience, emphasizing the Peak moment of excitement and innovation.
The End
This part pertains to the final moments or the concluding stage of the experience. It is a significant phase in how we comprehend and remember a complete event. It influences our overall evaluation of the experience and plays a crucial role in shaping memories. The final stage can heavily impact whether our memories of an experience are positive or negative, despite any ups and downs we may have encountered along the way.
Netflix’s next episode countdown
Netflix is one of the most successful companies in delivering a successful user experience. When you finish watching any episode on Netflix, the next episode automatically starts with a countdown. This captures the viewers’ attention, creates a successful ending for an episode, and seamlessly transitions to the next episode without much waiting.
Spotify Wrapped
The Spotify mobile app is another successful product that excels in delivering a satisfying conclusion to the user’s experience. Spotify provides personalized playlists and statistics for listeners at the end of the year. Throughout the year, these playlists adapt to reflect users’ activities, culminating in a positive finale that allows them to reminisce about their music choices for the year.
