At Greatist.com there is no shortage of content across the health and wellness space. With focused long form articles in Fitness, Food, and Mental Health. In addition, over a million users are reached per month, with 3 pages per visit. While this isn't the problem per say, we felt that we weren't fully connecting to our readers. When we take polls and engage with our readers via social media, we would get a lot of detailed questions about a specific working or recipe prep. They wanted to connect with us, but we couldn't scale our response rate. We knew that in order to increase engagement we needed to be more creative. How would get the Greatist voice and content to our readers in a more personalized way?
Greatist has a wide variety of readers, from people just curious about health and wellness to fitness pros. We wanted to focus the app around those that could benefit from simple bit sized information. And given the questions we received we knew that the more beginner or novice health and wellness users had the most questions.
- Novice fitness users
- Users with limited time and resources
- Users interested in eating healthier
- Users looking to meet or complete a goal
- Users who have tried to get healthier, but need support and inspiration..
Content Strategy: Before we started on designs, we knew that we wanted to use existing content, but reformat it to be more bite-size and actionable. Much our content is long form, but we knew that for a native app, we need to deliver just the meat of the content in a personalized way.
The format: Small Wins is made up of 3 customized "Challenges". Within each "Challenge is 3 tasks varying from fitness, food, to motivation. While we recommend you complete all the tasks we realize life can get busy. You therefore only have to complete 2 of the 3 goals in order to move onto the next "Challenge".
Competitive Feature Analysis
From researching competitors in the space, we found that there is a lack of brands and apps that focus on both food and fitness content. Many of the apps are great for exclusively one type of content. However, those that do focus on both as a holistic health approach to health are targeted to users who NEED to make a life change, not to those what simply WANT to. Small Wins aims to fill the void and provide fun, actionable, useful food and fitness content in order to help users maintain a healthier lifestyle that's affordable and fast.