Anya's goal is met at the end of her journey however, it does not end in a purchase. This journey has created a less exaggerated feeling of joy but has still helped Anya to discover a brand she's loves. This means she may go back and use it again in the future to find other brands along with their supply chain information. Ensuring the journey ends with a positive feeling is crucial for having return customers as this is the feeling they leave with and will want to experience again. A more exaggerated feeling of happiness is desired (as shown in Marcus's and Sadie's journey) however, this won't happen every time so creating seamless usability and making the user feel comfortable is important.