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Oleh Smieltsov
Goodly paper journal and the Goodly app side by side

Goodly ©

Goodly is Headway's self-reflection app that's half physical, half digital: journals and mood trackers you can hold, plus tools on your phone. We call it phygital. Twenty people, early days, AI-first — still chasing PMF and the thing that makes people stay.

Years
2025–2026
My Role
Lead Designer
What I Did
UI Design
Interaction Design
Prototyping

4

Months from idea to a market-ready product

34%

Margin increase

Concept

You write — in a guided paper journal or in the app, whichever you reach for. An AI assistant named Love reads your entries and hands the patterns back to you: what keeps coming up, what's shifting, what you've been circling for weeks without noticing.

Goodly journal on a desk
Goodly app home screen
Goodly journals lineup
Writing in the Goodly journal
Goodly app reflection flow
Goodly app insights
Goodly home screen with reflection and meditation cards, held in hand
Goodly morning screen with a Reflect button and the Your Weekly Recap card
Goodly journal spreads
Goodly mood tracker
Goodly mood dial spread across a phone held flat
Goodly 'We're stocking the shelves' journal store teaser
Goodly journal and app together
Goodly daily feedback: a 74% strength ring and a note from Love
Goodly energy dial and habit-tracking bars in the daily feedback flow

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