Mark Burry, Senior Developer at iPipeline, discussed their journey with feature flags and how they eventually found fitness functions and flagging conventions as best practices during a talk at LaunchDarkly's user conference, Galaxy. The company had issues with naming conventions, feature flag management, and tech debt, which led them to implement fitness functions and processes to ensure that their flags were well maintained and loved throughout their life cycle. They focused on code references, deploying a tagging strategy, running automated assessments on their flags, and implementing web hooks for continued visibility.