Replaced a Broken Enrollment Workflow. 200K More Customers Enrolled.

A federal government subsidy program was projected to land at roughly 500K enrollments and miss its target. The gap had nothing to do with awareness, eligibility, or rep behavior. The problem was in the workflow itself. After a qualifying order was placed, customers were required to navigate to a separate website, log in, and manually opt in. They forgot. They lost credentials. They dropped off. The enrollment funnel had a structural hole, and no amount of communication was going to patch it.

I was on a cross-functional tiger team working the enrollment problem. The SMS opt-in solution was my idea: replace the multi-step web process with a single text message sent immediately after order completion. Customer opts in with one reply. No separate login, no extra steps. Before bringing it forward, I ran through three validation gates independently. First, confirmed with the technology team that the triggered SMS was buildable within the existing system. Second, cleared the approach against TCPA compliance and federal ACP program rules. Third, made the business case to the product team to prioritize and fund the build. By the time I brought the recommendation to the broader team, it was already cleared for execution. I then owned the enablement rollout, updating rep knowledge bases across all channels and driving communications to prepare frontline teams before launch.

Enrollment moved from a projected ~500K to ~700K actual, a 40% increase over projection. The structural barrier was eliminated entirely, and the solution required no new infrastructure.