Taiyo sought the expertise of 3five with a view to a updating their Regular Girl website with a clean design and layout. Taiyo felt a new design was needed to help increase sales and to deliver a quality user experience.
Regular Girl specialize in providing Prebiotic Fiber and Probiotic products for women on the go. Regular Girl contains 5 grams of clinically proven prebiotic fiber which is a perfect food source for the good bacteria in the guts of women. Additionally, Regular Girl contains 8 billion active and clinically proven probiotics which work in harmony with Prebiotic Fiber forming a union that maintains regularity and promotes a wonderfully balanced intestinal health.
We performed a website audit of the Regular Girl website to determine pain points and areas of improvement which we could target and correct within the new website design.
Regular Girl needed to simplify and reorganize their navigation structure. A conversion pathway for users to follow in order to purchase products was not defined, causing potential customers to leave the website. We were able to simplify the navigation structure, creating one main navigation bar within the header of the website. A second navigation was placed in the footer of the website containing the lesser clicked links such as “Privacy Policy” and customer service information. Along with an improved navigation structure we were able to reorganize the Homepage in order to effectively tell the brand story of Regular Girl and how their products can improve the lives of women on the go.
The original design for Regular Girl used bright complementary colors to promote the character of Regular Girl. We felt this color scheme was making it difficult for the user to distinguish important information easily. We decided to tone down the color scheme making it easy on the eye for the user while reducing the chances of eye fatigue from looking at bright colors for periods of time.
Readability of website content is a key component in web design. The font used in the old Regular GIrl website was proving difficult to read especially when mixed with extremely bright colors. Choosing a more readable font for the new design was essential in improving the readability. We also made sure that the chosen font was consistent throughout the entire site to create a better user experience and a lighter mood throughout.
A reconstruction of Regular Girl product page was required to ease confusion when ordering products. We were able to streamline the purchasing process by offering filter menus allowing users to; choose if they want to subscribe to Regular Girl or make a one time purchase, choose how often they want to receive Regular Girl delivered (30,45 or 60 day periods), which product they want to purchase (on the go single-serving packets or a bulk supply with scoop).
Additionally, we produced a clean design for the product page, creating a more comfortable flow of information from the top of the page to the bottom. After the initial product ordering prompt, users can read quick bullet points highlighting the main benefits of Regular Girl. The benefits of the subscription offer are then emphasized through the use of subtle illustrated icons. A more accessible, easy to read reviews section was included at the bottom of the page allowing users to clearly see existing reviews as well as add their own to the stream.