UX: Getting the climax right

This has been around for a while now, but I love this classic TED talk by Nobel laureate and founder of behavioural economics Daniel Kahneman, where he explains how a bad ending can destroy the memory of an otherwise beautiful experience.

The notion of a person’s experience being in the present, and their memory of it being in the past (the part we see when we are asked to recall it) couldn’t be more fitting to those of us who construct customer experiences, online or off.

How your user experience leaves your customer feeling plays a vital role in shaping their memory and perception of you as a brand. Brilliant!