The Challenge:

The United States Department of Veterans Affairs (VA) is one of the most complex organizations in the world, with nearly 400,000 employees serving 9 million Veterans, service members, families, and survivors. For years, the VA struggled with low trust scores that were rooted in the poor experiences of Veterans. The VA’s Veterans Experience Office recognized the need for a culture shift: every VA employee should see themselves as a service provider, equipped with the principles and tools of hu- man-centered design (HCD) to improve customer experience (CX).

However, CX and HCD training efforts that the VA had previously attempted were not effective. To spark this shift across such a vast and complex organization, the VA needed an innovative approach that empowered staff—from top level leaders in Washington, D.C., to nursing assistants working the night shift in VA hospitals across the country—to see their daily work as life-changing for Veterans.

The Approach:

In 2021, the Veterans Experience Office used service design to reinvent how the VA learns and leads in CX. In partnership with Technical Assent, the team launched the VA Customer Experience Institute (VACXi)—a unified place where VA employees can gain the skills and tools to apply CX principles in daily work. The team knew that to create an institute that would change behavior, it required designing with students, not just for them. By weaving HCD insights directly into the ADDIE adult- learning framework, the team was able to create a rigorous, specialized VACXi program approach.

The Outcomes:

In just three years, VACXi has grown from an idea into a dynamic learning community and catalyst for delivering impactful services. Since its inception, VACXi remains adaptive, and continuously refines and expands its offerings, using HCD and rigorous evaluation.

Recognizing that true CX expertise is cultivated through intentional practice, VACXi now delivers a range of 7 programs via a variety of learning pathways to accommodate participants at all stages—from concise videos and virtual classrooms to immersive, hands-on sessions. The institute also fosters a vibrant CX community that extends VACXi’s reach beyond the classroom.

The Impact:

To date, 700+ employees have completed a program, with 40% serving in Veteran-facing roles. Additionally, 95% of VACXi graduates implemented curriculum learnings to everyday work including reduced claims-processing times, enhanced collaboration across the country, and improved access to medical treatment. VACXi’s innovations are nationally recognized by the International Society for Performance Improvement, and VACXi stands as a dynamic model for how government can leverage HCD to deliver exceptional services. By meeting learners where they are, rigorously evaluating impact, and fostering a culture of collaboration and continuous improvement, VACXi has amplified the VA’s ability to serve Veterans.