I am not a veteran, nor was anyone on the team. Our challenge was to figure out the huge trailhead drop-off from 6,093 applicants down to 376 pass exams. First we had to research a subset of veterans from the trailhead application stream, and our main take away from every single person was 'Overwhelmed'. After these findings, we looked at the trailhead training modules and we could empathize. After a long brainstorm we settled on 'This is your mission campaign' and we designed about 30 mini-tasks for the eager learners. This content redesign for specific users was a huge success with salesforce.org and also the veteran community at salesforce.