Customer education Program & team leadership Product launches SaaS adoption

Healthcare Insurance SaaS Training

I owned customer education for hCentive, whose cloud platforms ran the health-insurance marketplaces people used to shop for coverage under the Affordable Care Act. I reached 10,000+ external users across brokers, agents, employers, and employees. I gave functional leadership to a 10-person ID team and ran enablement for five major product launches over two years. hCentive was later acquired by UnitedHealth Group (Optum).

hCentive — health insurance marketplace platform

Role

Senior Lead, Instructional Design (Customer Education)

Ownership

Customer education end to end · 5 SaaS product launches

Team

Functional lead of a 10-person ID team

Reach

10,000+ external users · brokers, agents, employers, employees

The stakes

hCentive built the online marketplaces people used to shop for health insurance under the Affordable Care Act. When the ACA launched, millions of Americans needed to buy coverage online at once, and the legacy government systems weren't ready. hCentive was one of the few companies that stepped in to build the state-level platforms.

The stakes were real. If the software failed during the strict open-enrollment window, people couldn't get insured, states faced public and financial fallout, and carriers could lose the enrollment data that told them who to cover. A broken experience here didn't mean a late delivery. It meant families going without coverage.

The platform only worked if people could actually use it. Brokers, agents, employers, employees, and the state and carrier admins behind them all had to adopt complex software correctly, on deadline. That made customer education part of whether the product succeeded, not an add-on to it.

The strategy

I built customer education into every product launch instead of bolting it on after. I set the standard for how we'd enable customers, partnered directly with Product, Marketing, and Sales, and led a 10-person team to produce the work across five launches. I also built the infrastructure the program would run on, so content stayed findable and current as the platform changed.

Tied enablement to every launch

Partnered with Product, Marketing, and Sales from the start, so customers got what they needed the day a feature shipped.

Built for each audience

Designed separately for brokers, agents, employers, and employees, since each group used the platform for different work.

Stood up the infrastructure

Built a SharePoint learning portal and a centralized content database so courses, simulations, guides, and playbooks stayed organized and current.

The solution

Over two years, the team delivered complete enablement for five major launches: benefits enrollment, broker quoting, the employee benefits portal, the carrier admin portal, and plan management. The mix matched how customers learned. We ran multi-month live ILT campaigns and webinars, built eLearning and playbooks, and added in-product guidance with WalkMe and custom HTML. I built the customer-facing training infrastructure from scratch and partnered with the creative team to keep every piece on brand.

Built with WalkMe · HTML · Storyline · Rise · Captivate · Vyond · Camtasia · SharePoint

How I measured success

Success showed up across the customer lifecycle. Sales used the training in deal pitches, and Customer Success used it in renewal conversations. Customers rated it highly.

30%

Increase in sales, with training used in deal pitches

80%

Renewal rate

90%+

Customer satisfaction

Major product launches enabled

What keeps it running

The content lived in a real system and got refreshed with every product change, so the program kept serving customers past any single launch. New hires in Sales and Customer Success could pull from it, and the material stayed accurate as the platform grew.