CHALLENGE

Moura set out to better understand how Brazilian drivers think and act throughout the battery ownership and replacement journey. The goal was to uncover behavioral patterns, decision drivers, and pain points that could inform product, service, and communication strategies. To succeed, the research needed to reflect the country’s demographic and behavioral diversity while generating clear, actionable insights that could drive business decisions at scale.

ROLE

Product Designer, Data Visualization Specialist
I designed the interactive dashboard that translated qualitative and quantitative research into actionable insights. The tool made it easy to explore personas, consumer behavior, and decision-making patterns in a clear, strategic format.

SOLUTION

We structured the project into ten phases, ranging from qualitative and quantitative research to the development of personas, mapping of the customer journey, and culminating in a roadmap for action. The survey had 2,144 respondents and used a custom Likert-scale questionnaire to quantify behavior, preferences, and decision-making across diverse driver segments.

Using factor analysis and clustering, we identified key behavioral drivers, including Decision-Maker, Car Caretaker, and Car Enthusiast, which shaped six data-driven personas. Each represented a distinct driver profile, including media habits, vehicle usage, and battery replacement behavior.

With over 50 interactive visualizations and 750+ filter combinations in the interactive dashboard, the team was able to explore consumer behaviors and use them as a central asset in co-creation workshops, where insights were translated into new product ideas, service opportunities, and brand strategies.

IMPACT

The solution created a strategic roadmap grounded in real consumer behavior. Moura was able to identify 8 unmet needs and more than 20 Jobs to Be Done, including better support for women in automotive decisions, increased demand for preventive maintenance services, and the opportunity to own the emergency support experience through Moura Fácil. These insights informed and prioritized 6 Fly or Die solutions, fast-tracked for testing and refinement.

Most importantly, the project provided Moura with the clarity to shift from intuition to insight, enabling wiser product innovation, campaign targeting, and channel investments. This foundation now drives ROI across future initiatives and strengthens Moura’s connection with millions of drivers throughout Brazil.