Through my journey from Experience Strategist in the Customer Experience Org. to Systems Designer in the Design Org, I've developed with others a framework and methodology to gain and map an in-depth understanding of why and where customers struggle across their journey, using a mix of qualitative and quantitative research to identify and investigate various hypotheses. The tools have been used to bring together teams to align, reach decisions, instrument data where missing and ultimately improve the user experience. I will walk participants through the process and key components as well as the skills leveraged to successfully build, implement and gain buy-in when using this framework.