Release Date
August 23rd, 2023
Open Date
September 20th, 2023
Due Date(s)
October 18th, 2023
Close Date
October 18th, 2023
Topic No.


Service Member and Veteran Journey Map


Department of DefenseN/A


Type: SBIRPhase: BOTHYear: 2023


The Department of Defense (DoD) is seeking proposals for the topic of "Service Member and Veteran Journey Map" as part of the SBIR 23.3 BAA program. The objective is to leverage person-centric metadata to visualize, model, and understand data within the context of the Service Member/Veteran journey map. The goal is to improve data understanding, curation, and analytics for decision-making purposes. The contractor will design a concept in Phase I and develop a prototype in Phase II, visualizing the journey map with associated metadata and data products. The technology developed has dual-use applications and can be applied to commercial and government entities to enhance graphics and improve customer experiences. The project duration is 6 months for Phase I, with Phase II and III to follow. The solicitation is closed, and more information can be found on the DoD SBIR website.


OUSD (R&E) CRITICAL TECHNOLOGY AREA(S): Advanced Computing and Software, Integrated Network Systems-of-Systems

OBJECTIVE: Leveraging person centric metadata, create a means to visualize, model and understand these data within the context of the Service Member / Veteran journey map.

DESCRIPTION: DHRA is seeking solutions to visualize and model the data within the Service Member / Veteran Journey Map [1] to improve the understanding of data at each moment that matters, improve the curation of data for decision makers, research and analytics purposes, understanding of the data in context of the service member journey and positioning DoD and VA to gain insights on the metadata.

While each individual’s military experience is unique, there are common moments that matter throughout a Service Member’s career. These moments that matter are visualized in the Service Member / Veteran Journey Map created by the Department of Veterans Affairs (VA). Tying this visualization to actual data will help our customers discover the metrics, data products and individual data elements corresponding with these moments that matter. This link will include the detailed sub-journeys a Service Member / Veteran can take throughout their lifetime, with the ability to drill down for the key moments that matter in order to view specific metadata and data products as well as contact data stewards.

Relevant Definitions: • User Groups: Broad audience categories interested in using the metadata and data products behind the Service Member / Veteran Journey Map • Moments that matter: Within the Service Member / Veteran Journey Map, these are the key points in the career and / or life of a Service Member or Veteran including joining the military, separation, retirement, birth of a child, etc. • Personas: The different types of Service Members / Veterans each with specific moments that matter

PHASE I: Within 6 months the contractor shall design a concept for the creation of a link between the existing Service Member / Veteran journey map, the moments that matter and the relevant metadata and data products within a data catalog in a DoD accredited platform. The contractor will use the Service Member / Veteran journey map, the moments that matter within it and defined user groups as the foundation of Phase I work.

Required Phase I deliverables: • Identify and define the different persona types within the Service Member / Veteran journey map and the moments that matter for each o Within each persona, understand and document the different sub-journeys ‘through’ the Service Member / Veteran journey map • Refine different types of user groups depicted in the Service Member / Veteran journey map • Define specific moments that matter within the Service Member / Veteran journey map for each user group with the ability to view the relevant metadata and data products o Perform an analysis to understand and document moments that matter relevant to all types of user groups • Define for each user group the levels of granularity and types of metadata and data products required for each • Provide a recommended high-level plan and timeline for prototype implementation

PHASE II: Upon successful completion of Phase I, contractor shall develop, demonstrate, and validate the prototype for the following: • A single user group and corresponding moments that matter for that user group • Complete views for 1-2 personas (across user groups) with relevant views, moments that matter, metadata details and specific data product recommendations • Visualize the Service Member / Veteran journey map with the moments that matter, associated metadata, and relevant data products and data stewards

The expectation is for the data to be kept current in a multi-user environment, with activities and processes defined and executed to maintain the journey map, underlying data, and supporting integrations. Contractors must: • Technically link metadata and data products to the Service Member / Veteran journey map leveraging existing interfaces • Provide architecture documentation for how the prototype components and supporting tools integrate together • Provide a functional specification and technical specification for the prototype • Provide security evaluation documentation to support an eventual Authority to Operate (ATO) issuance and IL4/FedRAMP High accreditation (as part of potential Phase III activities), and identify any security ramifications of solution design choices (such as linking to metadata using sensitive URLs or IP addresses)

All members of the contractor team (prime, subcontractors, etc.) providing personnel, including supervisory personnel, to perform the work must comply with the applicable security clearance levels (facilities/personnel) based on the sensitivity of the task/work requiring a clearance.

Additional considerations: • Coordinate Authority to Connect or MOU requirements for integration with a DoD accredited platform • Provide a CAC/PIV enabled solution and user provisioning process • Provision a subset of users to use the prototype and collect feedback (including both DoD and VA users)

The contractor must provide a final report on solution value, user feedback, and overall feasibility within 60-90 days before conclusion of performance

The contractor is required to be present in person for the following Phase II events: o Initial Phase 2 Kickoff Meeting o Mid-Year Review 6 months into the 12 month initial period of performance o Final demonstration of capability upon prototype completion

PHASE III: DUAL USE APPLICATIONS: Corporations and government entities often produce graphics depicting core businesses, operations or customers to present to their executives, employees or the public. These graphics are often static and require viewers to manually research what they see should they desire further information or have questions. The technology built to link the Service Member / Veteran Journey Map (a graphic) to live data will drastically reduce the time it takes an individual to understand the graphic and allow deep exploration of the data behind the graphic to enable better insights and decisions. This technology is widely applicable to commercial and government entities who need to enrich their graphics, socialize the data behind these graphics and improve customer experiences.


  1. Service Member / Veteran Journey Map. March 5, 2020.
  2. Automated Extract of Active Duty Military Personnel Records. August 26, 2021. Online at
  3. Reserve Components Common Personnel Data System (RCCPDS). August 26, 2021. Online at

KEYWORDS: Service Member, Veteran, Military, Army, Navy, Marine Corps, Air Force, Space Force, Coast Guard, Visualization, Data Steward, Data Stewardship, Data Product, Business Intelligence, BI, B.I., Metadata