The brain doesn't average a flow — it stores the most intense moment (the peak) and the final moment (the end), then judges the whole from those two points.
Two flows with an identical average satisfaction are remembered completely differently based on how they finish — same middle, opposite memory.
Engineer at least one intentional peak: a surprise upgrade, a free perk, a moment of delight. One delight outweighs five neutral steps.
The ending carries disproportionate weight — a joyful last screen beats a flat, cold confirmation for the exact same effort.
The reverse also holds: a broken or error-filled final step tanks the memory of an otherwise smooth experience.
Stop trying to make every step equally good — concentrate your effort on the peak and the end.
Do / Don't
Do: Engineer a deliberate peak — a surprise or moment of delight partway through the flow.
Do: End on a high note: celebrate success on the last screen instead of a flat confirmation.
Do: Audit the final interaction of every flow — it weighs heaviest in what users remember.
Don't: Spread effort evenly across every step while neglecting the finish.
Don't: Let a flow end on friction, an error, or a cold dead-end.
The Design System Blueprint
An 11-page visual guide to consistent, scalable UI: colors, typography, spacing, components, motion.
