Goal Getter
How could we turn readers into active participants?
Well+Good has built its reputation on delivering expert-driven wellness content, but engagement on the site was largely passive—users would consume articles, then leave. How could we turn readers into active participants?
At the same time, Well+Good needed more monetization opportunities that felt authentic and seamlessly integrated into the user experience. Instead of relying solely on traditional editorial content, we saw an opportunity to build something interactive, personalized, and deeply engaging.
That’s where Goal Getter came in—a customizable wellness planning tool designed to increase engagement, retention, and monetization by giving users a personalized weekly wellness plan based on their unique goals. From fitness and mindfulness to skincare and nutrition, Goal Getter pulled from Well+Good’s existing content library to create AI-powered, hyper-relevant recommendations, seamlessly blending editorial, commerce, and user action.
We started by analyzing what types of wellness tools users were most interested in. The clear winner? A structured, easy-to-follow wellness planner that helped users stay on track with their fitness, mindfulness, nutrition, and sleep goals. Rather than generating new content, Goal Getter leveraged Well+Good’s extensive archive of expert-driven articles, workouts, and wellness recommendations, curating relevant, high-quality content based on each user's selected goals.
The experience was built around a simple, guided quiz that:
Asked users about their primary wellness goals (e.g., skincare, fitness, sleep, nutrition)
Collected deeper insights on specific objectives (e.g., build muscle, improve flexibility, drink more water)
Generated a dynamic, AI-powered weekly wellness plan with hand-picked workouts, articles, and product recommendations
The final output was a beautifully designed, easy-to-follow calendar, giving users:
• Daily wellness actions based on their input
• Integrated Well+Good editorial content, ensuring the recommendations felt high-quality and trusted
• Seamlessly embedded commerce recommendations, such as hydration trackers, fitness gear, and mindfulness apps—providing monetization without disruption
Goal Getter introduced multiple commerce and sponsorship opportunities, ensuring monetization felt seamless and valuable rather than disruptive:
• Sponsorship Takeovers – Brands like Nike could sponsor specific sections of the quiz (e.g., the Fitness portion), with their logo featured at key touchpoints and curated product recommendations seamlessly integrated into the results
• Affiliate Products – When no active sponsor was present, the tool dynamically populated results with hand-selected affiliate products that aligned with the user’s wellness goals
• Content Recirculation – AI-driven recommendations kept users within Well+Good’s ecosystem, increasing time on site while surfacing editorial content relevant to their wellness journey
Sponsorship opportunities
Project Highlights
Goal Getter transformed Well+Good’s wellness content into an interactive, AI-driven experience, giving users a personalized, actionable game plan tailored to their goals
Through sponsorship takeovers, brands like Nike could integrate into the experience without feeling intrusive—their branding appeared naturally within the user’s journey, reinforcing credibility while offering relevant product recommendations
By weaving affiliate products and sponsorships directly into personalized wellness plans, Goal Getter created a new monetization model that felt authentic, actionable, and user-first