Any way to improve ride quality?

What is your question?

I bought this 2009 Venza (CPO) used, but didn't do a rough road test. It's a bumpy stiff ride on poorly maintained Roads (common in NJ) I've read other forums reagrding changing the tires,downsizing the wheels, and /or changing from factory struts / shocks. (these all make perfect sense) Has anyone had any success with any or all of this? I like the car but the ride is distracting. I am used to a much smoother ride in Toyota Products.