10. Peak-End Rule 10/20

The rule says that users rate an experience based on their feelings at its peak at the end, rather than ot the average. Therefore, it is needed to analyze which points in your product are the most important and place them at most effective stages for the user to explore, focusing them on the main thing. Also keep in mind that, unfortunately, users remember negative experiences better than positive ones. This is the reason why, for example, Amazon, in order to improve the user experience after completing a purchase, shows them the list of items purchased, - this helps the user avoid the feeling of wasting money.

11. Doherty Threshold 11/20

The main principle of the law is to provide feedback to the system in no more than 400 ms. Provided feedback from the system in no more than 400 ms, productivity increases, keeping the user's attention on the site or application. What the user should feel is that s/ he is being interacted with. Therefore, to reduce the feeling of waiting, it is recommended to add indicators, animations, and messages that allow the user to navigate the process.