Overview

Regular Girl, from Taiyo International, makes prebiotic fiber and probiotic supplements for women on the go — 5 grams of clinically proven prebiotic fiber working in harmony with 8 billion active probiotics to maintain regularity and balanced intestinal health.

Taiyo brought in 3five — I handled account management and strategy consulting — to update the Regular Girl site with a clean design and layout, deliver a quality user experience and help increase sales.

The Challenge

A website audit pinpointed what stood between visitors and a purchase:

• No defined conversion pathway — potential customers simply left.
• A disorganized navigation structure, and a homepage that didn’t tell the brand’s story.
• Bright complementary colors that buried important information and fatigued the eyes — topped with a hard-to-read font.
• A confusing product page that made ordering harder than it should be.

The Approach

• Simplified navigation to one main bar in the header, with lesser-clicked links such as the privacy policy and customer service moved to a secondary footer navigation.
• Reorganized the homepage to tell the Regular Girl story and how the products improve the lives of women on the go.
• Toned down the color scheme and chose a readable font used consistently throughout — easier on the eye, lighter in mood.
• Streamlined ordering into three clear choices: subscribe or buy once; delivery every 30, 45 or 60 days; single-serving packets or a bulk supply with scoop.
• Rebuilt the product page flow top to bottom — quick benefit bullets after the ordering prompt, subscription perks highlighted with subtle illustrated icons, and an accessible reviews section where customers read reviews and add their own.

The Outcome

The new Regular Girl site replaces confusion with a comfortable flow of information and a purchasing process built on three simple choices — a cleaner, calmer experience designed to convert visitors and keep customers subscribed.