After discovery with dozens of HQ staff ranging from CRM, Web, Systems, and Operations, I mapped customer touchpoints across disparate systems for every interaction from consideration through retention. Then, I led workshops with frontline teams to compare our diagram with their perspective and gather qualitative feedback. We used these inputs to find customer pain points and layer in data to identify leaks, and ultimately present customer experience and conversion rate optimizations to the brand ahead of FY ‘26 planning.