“Two groups of men were asked to rate the experience of having a diagnostic colonoscopy.”

Whenever you can get product design insight that starts with a sentence like that, you have my attention. And what is the advice? It’s called the Peak-End Rule. No matter how great or bad someone’s experience is, how the experience ends is going to make a very big impact on how they feel about it. Read that last sentence one more time and think about your own products for a minute.

How often do you think about how a user finishes using your product? What’s the last thing they do before they stop using it? How can you make that last thing better? How can you leave your users with a big smile?

These are good questions and I had never thought to ask them. Dan Willis works for Sapient and writes a blog, UX Crank, full of good advice about matters of user experience. You should read it, I highly recommended it.