Uncovering the Consumer
Purchase Journey
Uncovering the Consumer Purchase Journey
Uncovering the Consumer Purchase Journey
A large scale qualitative research study exploring how consumers navigate a high consideration purchase, identifying experience gaps and opportunities across the end-to-end journey.
A large scale qualitative research study exploring how consumers navigate a high consideration purchase, identifying experience gaps and opportunities across the end-to-end journey.
A large scale qualitative research study exploring how consumers navigate a high consideration purchase, identifying experience gaps and opportunities across the end-to-end journey.
Industry
Automobile
My Role
UX Researcher & analyser
Team Size
4 Members
Research Scale
100+ User Interviews
Tools
Figma
Google Sheets
NotebookLM
Figma
Google Sheets
NotebookLM
Research Type
Qualitative
Journey Mapping
Emerging trends
Qualitative
Journey Mapping
Emerging trends
Overview
This project set out to understand how a specific consumer segment makes decisions during a complex and high consideration purchase. The organisation wanted to move beyond assumptions and gain a grounded, evidence based view of how users actually experience this journey from first awareness through to final decision.
This project set out to understand how a specific consumer segment makes decisions during a complex and high consideration purchase. The organisation wanted to move beyond assumptions and gain a grounded, evidence based view of how users actually experience this journey from first awareness through to final decision.
This project set out to understand how a specific consumer segment makes decisions during a complex and high consideration purchase. The organisation wanted to move beyond assumptions and gain a grounded, evidence based view of how users actually experience this journey from first awareness through to final decision.
As part of a three-person research team, I contributed across the full research lifecycle from planning and conducting interviews to synthesising findings and mapping the end-to-end experience.
As part of a three-person research team, I contributed across the full research lifecycle from planning and conducting interviews to synthesising findings and mapping the end-to-end experience.
As part of a three-person research team, I contributed across the full research lifecycle from planning and conducting interviews to synthesising findings and mapping the end-to-end experience.
THE PROBLEM
A Journey Built on the Wrong Assumptions
A Journey Built on the Wrong Assumptions
A Journey Built on the Wrong Assumptions
This project set out to the existing experience across both digital and in-person touch points had been shaped by assumptions that didn't reflect how users in this segment actually behaved. Key moments in the journey were creating confusion, eroding trust and causing drop-off at critical decision points.
This project set out to the existing experience across both digital and in-person touch points had been shaped by assumptions that didn't reflect how users in this segment actually behaved. Key moments in the journey were creating confusion, eroding trust and causing drop-off at critical decision points.
This project set out to the existing experience across both digital and in-person touch points had been shaped by assumptions that didn't reflect how users in this segment actually behaved. Key moments in the journey were creating confusion, eroding trust and causing drop-off at critical decision points.
The research was designed to map the full emotional and functional arc of this journey making the invisible visible and turning user frustration into a clear set of design opportunities.
The research was designed to map the full emotional and functional arc of this journey making the invisible visible and turning user frustration into a clear set of design opportunities.
The research was designed to map the full emotional and functional arc of this journey making the invisible visible and turning user frustration into a clear set of design opportunities.
RESEARCH PROCESS
How We Approached It
How We Approached It
How We Approached It
Stakeholder Alignment
Stakeholder
Alignment
01
Understood the client's research goals and defined the scope of the study.
Understood the client's research goals and defined the scope of the study.
Understood the client's research goals and defined the scope of the study.
Participant Screening
Participant
Screening
02
Circulated a screening questionnaire and shortlisted 100 participants best suited for the study.
Circulated a screening questionnaire and shortlisted 100 participants best suited for the study.
Circulated a screening questionnaire and shortlisted 100 participants best suited for the study.
On-Site Interviews
On-Site Interviews
03
Conducted 100+ in-depth interviews on-site, with sessions recorded under informed consent.
Conducted 100+ in-depth interviews on-site, with sessions recorded under informed consent.
Conducted 100+ in-depth interviews on-site, with sessions recorded under informed consent.
Data Synthesis
Data Synthesis
04
Combined manual analysis with NotebookLM to identify patterns and surface key themes from the data.
Combined manual analysis with NotebookLM to identify patterns and surface key themes from the data.
Combined manual analysis with NotebookLM to identify patterns and surface key themes from the data.
Journey Mapping
Journey Mapping
05
Mapped the end-to-end purchase journey to visualise touch points, friction areas and experience gaps.
Mapped the end-to-end purchase journey to visualise touch points, friction areas and experience gaps.
Mapped the end-to-end purchase journey to visualise touch points, friction areas and experience gaps.
Insights & Recommendations
Insights &
Recommendations
06
Identified emerging trends and proposed design solutions to better support the target consumer segment.
Identified emerging trends and proposed design solutions to better support the target consumer segment.
Identified emerging trends and proposed design solutions to better support the target consumer segment.
Deliverables
& Outcomes
Deliverables & Outcomes
What the Research Revealed
What the Research Revealed
What the Research Revealed
End-to-end journey maps visualising experience gaps across key stages of the purchase funnel
Synthesised insight report translating 100+ interviews into prioritised opportunity areas
Design recommendations focused on improving clarity, trust, and continuity across touchpoints
A reusable research framework adaptable to other consumer segments and journey contexts
End-to-end journey maps visualising experience gaps across key stages of the purchase funnel
Synthesised insight report translating 100+ interviews into prioritised opportunity areas
Design recommendations focused on improving clarity, trust, and continuity across touchpoints
A reusable research framework adaptable to other consumer segments and journey contexts
End-to-end journey maps visualising experience gaps across key stages of the purchase funnel
Synthesised insight report translating 100+ interviews into prioritised opportunity areas
Design recommendations focused on improving clarity, trust, and continuity across touchpoints
A reusable research framework adaptable to other consumer segments and journey contexts
Ananya Lod
UI UX Designer
Contact me
Let’s bring your ideas to life through thoughtful design.
From ideas to impactful experiences.
© Ananya Lod 2026 | All Rights Reserved
Ananya Lod
UI UX Designer
Contact me
Let’s bring your ideas to life through thoughtful design.
From ideas to impactful experiences.
© Ananya Lod 2026 | All Rights Reserved
Ananya Lod
UI UX Designer
Contact me
Let’s bring your ideas to life through thoughtful design.
From ideas to impactful experiences.
©Ananya Lod 2026 | All Rights Reserved