HOUZER · PDP redesign · Round 3

Ordered the way a contractor buys.

Round 2 added trade elements to Concept C. This round re-orders the page itself, so model, availability and volume pricing come before finish swatches and lifestyle photography. C’s compactness is kept, and the gallery now stays with you as you scroll.

What actually changed. Round 2 kept C’s retail hierarchy and bolted trade signals on top. Here the buy column leads on desktop, the gallery is demoted, and the retail framing is gone: no “You save” headline, no Afterpay instalments above the fold.

Concept C order

  1. Lifestyle gallery leads
  2. Title, small grey model line
  3. Price, MSRP struck through, “You save”
  4. Afterpay instalments
  5. Finish swatches
  6. Availability
  7. Add to Cart

Re-ordered

  1. Model / SKU promoted
  2. Assurance strip, compact
  3. Stock and lead time
  4. Unit price + bulk invite
  5. Quantity, Add to Cart, Request a Quote
  6. Trade detail, below the cart
  7. Finish, demoted
  8. Spec sheet, cutout template, install
Concept C as reviewed
Baseline · as reviewed 16 Sept

Concept C

The version Canaan picked, unchanged, so the re-ordering is easy to see side by side.

CompactPurchase firstConsumer hierarchy
Open Concept C
Concept P1 preview
P1 · ships soonest

Spec & Stock First

The full re-ordering, with Add to Cart still the single primary action and Request a Quote directly beneath it. Needs no pricing decision to ship.

Quote secondaryNo tiersLeast commercial risk
Open Concept P1
Concept P2 preview
P2 · the trade bet

Quote-Led

Request a Quote becomes the primary action and the cart the secondary path, with a bulk quote invite beside the unit price. Built for the buyer placing a job-sized order.

Quote primaryBulk inviteFreight and lead time
Open Concept P2
Concept P3 preview
P3 · gated on the pro 5% change

Open Pro Pricing

Pro pricing shown to everyone rather than hidden behind a login. This is the page after the pro programme change, not before it.

Pro price defaultNo login neededNo login
Open Concept P3

How they differ

Same re-ordered spine, three commercial positions

DecisionCP1P2P3
Page hierarchyConsumerRe-orderedRe-orderedRe-ordered
Primary actionAdd to CartAdd to CartRequest a QuoteQuote + Cart split
Bulk quote inviteNoNoYesYes
Pro pricingBehind loginBehind loginBehind loginDefault for all
Net terms visibleNoNoNoNo
Spec / CAD promotedNoYesYesYes
Can ship today—YesNeeds CEO pricingNeeds pro 5% removal
How to review: The question is not which looks better. It is how far Request a Quote should outrank Add to Cart, and whether pro pricing comes out from behind the login. P1 defers both. P2 answers the first. P3 answers both.
Prototype boundary: Local design artifacts. Add to Cart, quote, review and search demonstrate interface behaviour but do not transmit data or modify the storefront.