What changed, and why it converts.

A working prototype built on recteq's live catalog, prices, and policies from September 2026. UI only. Nothing is charged and no account is created.

Families in the buyer's words, not the engineer's

recteq.com today: Today the lineup is a flat carousel of 16 cards sorted by nothing obvious, tagged Classic, High Heat, Dual Chamber, Built-in, Griddle, Portable. Two different grills are both called 1200. A $799 grill with 380 square inches sits next to a $699 grill with 665, and nothing on the card says why.
This prototype: Six doors, each answering one question: how do you want to cook? Backyard, DualFire, high heat, griddles, portable, built-in. Inside a door you only pick a size. The finder gets a first-time buyer to one grill in three taps.
Why it converts: Choice overload is the biggest silent leak on a considered purchase. Every extra comparable option lowers the chance of any purchase. Grouping by intent turns sixteen decisions into one, then one more.

recteq.com today: The product page offers Grill only or Bundle and save, with five tiers named Essentials, Starter, Foundations, Smokebox, and Pizza Oven. Their contents are two clicks deep, overlap heavily, and the savings are blended into one number.
This prototype: Every add-on that fits this grill is listed once, in five plain groups: set it up, cook more, protect it, fuel, flavor. Each row says what it is for in one sentence and shows its own price. The total updates as you go, and the build lives in the URL so it can be shared, bookmarked, and retargeted.
Why it converts: Transparent line items raise attach rate without the trust penalty of a bundle. Owners see the cover they were going to buy anyway and add it here. Nothing is pre-selected, so the total is always one the buyer chose.

recteq.com today: Every page says every grill does everything.
This prototype: Each family carries a short, honest disqualifier and points to the right family instead. It is set in the brand red, the same red that marks every action on the site, so it cannot be missed.
Why it converts: A seller who volunteers a reason not to buy is believed about everything else. It also cuts returns, which cost recteq freight both ways plus a restocking fee dispute.

recteq.com today: Warranty term is in a spec accordion. Four grills have no Wi-Fi, and reviewers only discover that after delivery. The Flagship's one-to-two-week ship time is in small text under the button.
This prototype: Warranty years, Wi-Fi, and ship window appear on the size ladder, the configurator, and the compare table.
Why it converts: A 6-year warranty is the strongest objection handler recteq owns, and it is invisible. Surprises after purchase become reviews, and reviews become the next buyer's objection.

recteq.com today: Every card carries SALE, a struck price, a SAVE badge, and an Affirm line. When everything is on sale, nothing is.
This prototype: One price, the list price struck once beside it, one monthly figure. Four functional tags in the whole catalog: most popular, new, best value, the original. Labels only appear when they change a decision.
Why it converts: Attention is the scarce resource on a page. Each badge spends some of it. Spending it on four true signals is worth more than spending it on sixty repeated ones.

recteq.com today: Dark chrome, red promotional banners, and white product cards fight for the same page.
This prototype: The site follows the phone's setting. Product cutouts sit on a lit stage in either theme, recteq's red does the pointing, and the photography does the persuading.
Why it converts: High-volume traffic arrives from Instagram, YouTube, and text links, mostly at night on phones in dark mode. Matching the system removes the flash of a white page and keeps the product as the focal point.

Wire the configurator to Shopify's cart API so a build becomes a cart with one call, and Shopify Checkout handles payment and Affirm exactly as it does today.
Recipes, the app, and the Academy get a single Discover section; they support the sale and should not compete with it.
A/B the finder entry on the home hero against the lineup entry, measuring configurator starts and checkout starts per session.
Lifestyle photography for each family door, shot on black and on white so the seam disappears in both themes.

Start from the home page to walk it the way a buyer would.