Viewpoint: Daniel Kahneman, a psychologist who won the Nobel Prize in Economics in 2002, once put forward an interesting law related to user experience: the peak-to-peak rule. The experience of things in people's memory is often determined by the feeling of positive or negative peaks and ends, not the average.

Viewpoint basis: People's evaluation of a product or an experience comes from people's memory. As emotional animals, human beings are more likely to remember the most impressive fragments and the events closest to them. The proportion of good and bad experiences and the length of good and bad experiences have little effect on memory. Therefore, the climax and the ending are more representative of our memories of the whole event than the average of the whole process.

From the above statement, we can sum up three important characteristics of the peak termination law:

Critical moment: Experiential memory is determined by the feeling of the peak and the final moment, but has nothing to do with the statistical related indicators such as the length of experience and the proportion of good experience, which is the most subversive contribution of the law of peak and end.

Pain point immunity: due to the influence of critical moments, most pain points can be considered as irrelevant, and only those that appear at the end or peak of manufacturing need to be focused on.

Simple and controllable: due to the two characteristics of critical moment and pain point immunity, user experience optimization based on peak-to-peak rule becomes clear and operable.

This law will lead us to think about how to use the limited design resources and how to allocate them reasonably, so as to maximize the efficiency of the design process and achieve the goal of optimal experience. In the practical application of the peak-to-peak law, it is suggested that you focus on the following points:

First, the application of overall interactive design in overall planning

1, the length of the whole interactive sequence and the segmentation granularity of the sequence (for example, by page or module, etc. );

2. What steps are included in the interactive sequence, what categories these steps are divided into, and the time and workload required for different steps;

3. What are the stimulating factors (such as workload and operation difficulty)? ) used to guide users to have a positive or negative experience?

Draw the change diagram of user experience with the steps of service process, and check whether the peak-to-peak law is applied properly;

4. Set up a reasonable control group to verify the actual effect after applying the peak-to-peak law, so as to adjust the design parameters;

The author expounds the application of this theory in interaction design through several examples.

Take the experience design of 1 IKEA store as an example.

Ikea, there are always several images floating in our minds: high-value model area, cheap products, ice cream at the exit 1 yuan. Visiting IKEA seems to be the only way for every new youth to buy household products. Of course, shopping at IKEA also has many unpleasant experiences. For example, the terrain of shopping malls is very complicated, and sometimes it takes a big circle to buy a product. For example, there are few service personnel and no one to ask; For example, if you want to move the goods from the shelves yourself, you have to queue up to check out. However, this does not affect IKEA's brand goodwill in the market, mainly due to IKEA's perfect application of the peak-to-peak law, and the design of the whole experience line perfectly embodies the peak-to-peak law model.

The "peak" and "final value" of IKEA's communication with customers are well designed. The peak is product quality and price, practical and efficient exhibition area, model room experience and diverse and delicious food; And its "end" is the ice cream at the exit 1 yuan, and the income from selling ice cream in China alone is120,000.

Example 2? Design Principles of Atour Hotel

From the first check-in to the second check-in, there are twelve ports in the whole process, which are the twelve nodes of Atour service.

The first node, which has been scheduled;

The second node enters the first side of the hall;

The third node, the first sight to the room;

The fourth node, contact you at the first time to provide service consultation to the hotel;

The fifth node, the time of breakfast;

The sixth node, when waiting for a hotel or waiting for a bus, needs a place to stay;

The seventh node, when you want to eat supper at noon or at night;

The eighth node, the moment you leave the store;

The ninth node, after leaving the store, the moment of comment;

The tenth node, the moment when I think of Atour for the second time;

The eleventh node, you should introduce that moment to your friends;

The twelfth node is also the time for you to reschedule.

Atour's service is based on the refinement and optimization of these twelve nodes, which perfectly integrates the "peak-to-end rule", such as the peak experience design: when you arrive at Atour, you will be offered a cup of tea first; Check in after three minutes; Free upgrade for customers, high-quality and comfortable pillows, mobile library, Afu essential oil, cotton slippers, etc., bring surprises to users.

The last experience of Atour is that when checking out, the service staff will send a bottle of mineral water, which is warm mineral water in winter. Atour gave each service a beautiful name. For example, when he left, this bottle of water was called "Don't have a sweet spring".

Atour is very smart, and through the service optimization in the peak period and the last hour, customers can feel unexpected experiences here. Users don't care so much about the details of the hotel that can't be improved (price, parking, decoration), and naturally they will become the most loyal users of Atour.

Second, the details of the "peak and end" experience

Through specific qualitative and quantitative user experience research, the important moments of users are repeatedly optimized, so that the important moments of customers are also peak experiences. You can create and optimize the positive peak and final experience from the following aspects.

1, design happy moments to create surprises and give users unexpected experiences.

Surprise moment can make users feel extraordinary experience instantly, make products become extraordinary in visual taste, hearing or feeling, pay attention to users' inner needs, increase the excitement of colleagues' experience, and constantly strengthen the sense of joy. Finally, by shaping differences, focusing on service and experience, exceeding users' expectations and serving users screaming.

2. Create cognitive moments, guide users to know themselves and break through themselves.

There are two ways to establish cognitive moment: keep's exercise ability test and oral English fluency test. Pay attention to specific problems and guide users to know themselves or the world. Another tablet support challenge, such as keep, guides users to break through themselves. Every time they break through themselves, it is a flash moment, which can be remembered more and enhance their goodwill.

3. Create users' sense of accomplishment and constantly inspire users' glory.

Create a moment for users to have a sense of accomplishment, and let customers feel glory at that moment, such as the glory of the king's step-by-step upgrade, and feel infinite glory through the moment of victory in battle. The product sets the user level, and the key to constantly upgrading users is that upgrading can inspire users' glorious moments.

4. Strengthen the strong link between users and products.

Establishing the connection between users and products can enhance user stickiness and improve user experience.

Improve the connection between users and products, such as Xiaomi's fan economy, make friends with users, and let users participate in the process of product development, testing and marketing. Seize the moment of user feedback, communicate attentively, and constantly optimize products according to user needs, so that users who complain about poor products can instantly become fans.

5. Grasp the user's value recognition of interest and emotion.

Getting benefits can make people feel good instantly. When a restaurant gives you a dessert coupon after you finish eating, you usually forget your previous dissatisfaction with the slow serving speed. It is always twice the result with half the effort to gain user recognition through small interests. Emotional identification is also an important part of user experience. The smiling faces of service personnel, intimate greetings and casual warm-hearted objects can make users feel happy and beautiful experiences instantly.