Skaalen Webpage Wizard Tool — Interactive Care Level Selector
Overview
The Webpage Wizard is an interactive questionnaire tool in development for the [1] website. Its purpose is to help prospective residents and their families self-identify the appropriate level of care before contacting the admissions team. The tool funnels users through a short series of questions and routes them to the relevant care option or facility.
The concept emerged from a recognized pain point: a large share of inbound calls go to the admissions coordinator (Simone), and callers are often uncertain which level of care or which Skaalen facility is the right fit. The wizard is intended to reduce that friction for both prospects and staff.
Current Status
As of the April 2026 monthly call, the wizard is in the feedback and review phase:
- A flow document was distributed internally at Skaalen for review
- Kris Krentz (CEO) reviewed it and found it intuitive
- Maggie reviewed it before her vacation and provided positive feedback
- Feedback from Simone (admissions) is still pending — considered a key stakeholder given her role
- Nick (Skaalen-side) provided early feedback
Next step: Collect remaining internal feedback, then move toward design and development.
Tool Design
The wizard is envisioned as a branching, interactive questionnaire embedded on the Skaalen website. Key design principles discussed:
- Short question set — approximately three questions per branch to avoid drop-off
- Branching logic — users only see questions relevant to their path; they are not shown all options at once
- Visual/interactive elements — potential for icons or other UI elements to make it approachable
- Outcome — the tool routes the user to a specific care level or facility (e.g., assisted living, memory care, Scotland Heights, Heritage Center) and surfaces a relevant contact or next step
Key Differentiation Challenge
Maggie flagged that differentiating Scotland Heights from Heritage Center will be the most complex part of the wizard logic. These two facilities serve overlapping but distinct populations, and the questions will need to be precise enough to route users correctly.
Business Rationale
"Probably a good chunk of calls go to Simone in admissions… she wants to make sure she's getting people to the right place."
— Maggie, April 2026 call
The wizard addresses two problems simultaneously:
- Prospect experience — Families researching care options are often overwhelmed and unsure where to start. A guided tool reduces confusion and builds confidence before they call.
- Staff efficiency — By pre-qualifying prospects, the tool reduces the volume of exploratory calls to the admissions team and ensures that calls that do come in are better qualified.
The tool also has SEO and content value: a well-structured care-level guide supports topical authority around terms like "continuum of care," which aligns with Asymmetric's broader SEO strategy for Skaalen (see [2]).
Stakeholders
| Name | Role | Involvement |
|---|---|---|
| Dawn Zaemisch | Marketing / Senior Housing Director | Coordinating internal review; primary Asymmetric contact |
| Maggie | Admissions / Operations | Reviewed flow; flagged Scotland Heights / Heritage Center distinction |
| Simone | Admissions Coordinator | Pending reviewer; key end-user of the tool's routing logic |
| Kris Krentz | CEO | Reviewed and approved concept |
| Melissa Cusumano | Asymmetric Account Manager | Leading development and design |
Related
- [3]
- [4]
- [2]
- [5]