Skaalen Customer Journey Wizard — Q1 Initiative
Overview
One of the four Q1 OKRs proposed for [1] is the development of a Customer Journey Wizard — an interactive questionnaire on the Skaalen website that guides prospective residents (or their families) to the appropriate community level based on their care needs.
The initiative emerged from a recognized gap: visitors to the site may not know whether their situation calls for Independent Living, Assisted Living, or Skilled Nursing. A guided wizard reduces friction, improves lead quality, and supports the Skaalen Ridge waitlist growth goal.
Business Goals
- Increase qualified leads by routing users to the right community before they contact staff
- Grow the Skaalen Ridge waitlist by surfacing that option to appropriate candidates
- Reduce staff triage burden by pre-qualifying inquiries through self-service
How the Wizard Works (Proposed Logic)
The wizard presents a series of questions about the prospective resident's current functional and medical status. Answers are scored or bucketed to recommend one of three community types:
| Community Type | Criteria |
|---|---|
| Independent Living (e.g., Venneval Hall) | Fully independent ADLs, no memory concerns, no skilled care needs |
| Assisted Living | Needs ADL support, no significant memory issues |
| Skilled Nursing / Memory Care | Requires skilled medical care, therapy services, or has cognitive/memory changes |
Example questions under discussion (from Melissa's draft and Simone's clinical questionnaire):
- Who are you searching for today?
- How soon are you thinking about making a move?
- How would you describe current day-to-day living? (Fully independent / Some help needed / Hands-on help needed / Significant supervision / Recovering from surgery)
- Are you able to get up independently from a chair? (Yes / Needs one adult assist / Needs two adult assist)
- Are you able to walk independently or with an assistive device?
- Has a doctor or family member expressed concern about safety living alone?
- Are there any memory or cognitive changes we should know about?
- Is there a need for skilled medical care or therapy services?
Note from Dawn (March 2026 call): Clinical questions from Simone are keyed to specific care levels — a threshold number of responses in each category routes the user to the corresponding community. Melissa's draft questionnaire addresses top-of-funnel intent signals (urgency, who they're searching for) that Simone's version does not cover. The two drafts should be merged.
Key Result (Q1 OKR)
Develop the Community Finder Wizard to increase qualified leads and grow the Skaalen Ridge waitlist.
This is listed under Objective 3: Build a Customer Journey Wizard in the Q1 OKR proposal.
Status
| Item | Status |
|---|---|
| Melissa's draft questionnaire | ✅ Complete — to be sent to Dawn |
| Simone's clinical questionnaire | ✅ Exists — held by Dawn |
| Merged/final questionnaire | 🔲 Pending Dawn review |
| Wizard build (website) | 🔲 Not started |
| HubSpot integration | 🔲 Not scoped yet |
Action Items
- Melissa — Send draft Community Finder questionnaire to Dawn for review and reconciliation with Simone's version
- Dawn — Review both questionnaires and align on final question set and routing logic
- Team — Scope wizard implementation (likely WordPress/Beaver Builder or embedded form tool with HubSpot integration)
Open Questions
- Will the wizard be a standalone page, a modal, or an embedded section on the homepage?
- Should wizard completions create a HubSpot contact/deal automatically?
- Does the Skaalen Ridge waitlist require a separate form or can the wizard route directly to a waitlist signup?
- Are there regulatory or clinical considerations for how care-level recommendations are phrased publicly?
Related
- [2]
- [3]
- [4]
- [5]