Interview frequency: …
Short answer
Users judge and remember an experience by how they felt at its peak (the most enjoyable or frustrating moment) and at its end, rather than by the average of all moments.
Explanation
An experience with 10 ordinary steps that ends with a joyful, celebratory, reassuring confirmation (such as Mailchimp's creative campaign-sent success screen) can leave a lasting positive impression. By contrast, if every step is excellent but the final moment includes an unclear payment error or difficulty canceling a subscription, the user may remember the app as frustrating and broken.
Common mistakes
- Neglecting ending screens (such as a thank-you or booking confirmation screen), making them dull and unhelpful.
- Ignoring the most frustrating moment in the user's journey (such as a failed file upload) because the rest of the app is fast.