For the past 25 years, Bay Psychiatric Associates prior success existed in their ability to operate with autonomy. After expanding to six subdivisions with no clear business structure, BPA hit an organizational plateau. This brought confusion, as no one knew how to market themselves as a company. To solve this problem, countless interviews with over 25 stakeholders were led. As a result, BPA was able to align on the company philosophy, define its core audiences, and create a user-centered journey.