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A human-centered approach to helping Veterans adopt Login.gov

Product management, User research

We helped VA understand how to migrate millions of Veterans from legacy sign-in options to Login.gov. Through discovery research with Veterans and workshops with stakeholders, we shaped a program roadmap and communications strategy grounded in Veteran needs.

Client

U.S. Department of Veterans Affairs

The challenge

On VA.gov, Veterans can schedule appointments, refill prescriptions, file for disability compensation, and communicate with their care team. But first, they need to sign in. Veterans could choose between four different credentials, two of which didn’t meet required security standards. This created significant challenges, like:

  • No clear path to migrating millions of Veterans to a single, secure credential while maintaining their confidence and trust
  • Fragmented sign-in experience causing confusion and making it harder to access benefits
  • Legacy credentials that compromised Veteran privacy and data security

Our approach

Discovery research with Veterans

  • Conducted a 12-week discovery with 37 Veterans at a VA medical center
  • Used research techniques like scenario validation and service prototype testing to understand Veteran needs and opportunities
  • Conducted follow-on research on deferred identity proofing to explore ways to reduce drop-off rates during Login.gov account setup

Stakeholder engagement and service design

  • Facilitated workshops with key stakeholders from VA and Login.gov to share research findings
  • Created a future state service blueprint identifying critical opportunity areas for the migration
  • Developed research and recruitment plans, conversation guides, and scenario prototypes aligned with research objectives

Product strategy and roadmap

  • Synthesized findings into actionable insights, including the importance of human support and in-person identity verification
  • Constructed a comprehensive program-level roadmap based on workshop outputs and research findings
  • Created a targeted communications strategy informed by research insights

Keys to success

Blue Tiger was a key partner in ensuring the success of this effort led by MO Studio.

  • Research synthesis connected to an actionable long-term strategy
  • In-person research with Veterans at a VA medical center
  • Stakeholder workshops to build shared direction
  • Human-centered roadmap prioritizing Veteran confidence and trust

Results and impact

We helped VA develop a clear, research-backed strategy for migrating millions of Veterans to a safer and more secure sign-in experience.

  • Developed a program roadmap prioritizing face-to-face assistance options based on insights about the need for in-person support
  • Created a targeted communications strategy informed by Veteran research
  • Identified and tested deferred identity proofing as a key opportunity to reduce drop-off during Login.gov account setup
  • Delivered a future state service blueprint that gave VA and Login.gov stakeholders a shared vision for the migration