Laws of UX
Peak-End Rule
Experiences are judged by their peak intensity and their ending — not the average. Invest in delightful success states and smooth offboarding. A painful checkout overshadows good browsing.
In plain terms
People judge an experience by its most intense moment and how it ended — so finish strong.
Why this matters
People judge a whole product by its worst moment and its ending. A frustrating, inaccessible checkout or error sours the entire experience, however good the rest was.