Product · Brand & experience exploration · Aug 2026
How should the IC Group meet its customers?
One platform, three brands and more acquisitions on the way. This presentation walks the line of thought, what we learned, where we sit, and the two honest ways to organize the experience, and ends at two display explorations, and the checkout they share, for your read.
02
The problem
Every acquisition re-opens the same fight: what does the customer see?
Just Go and Bunk operate in the exact four cities Indie Campers already serves, every UK search is the hard case. Today the answer is improvised: three websites, cross-visible inventory, no shared account, no rule for the next acquisition. And the next acquisitions are bigger.
4/4
Total overlapAll three brands compete for the same customer in every UK hub, London, Edinburgh, Belfast, Dublin.
What we want to achieveOne experience that wins on clarity, multiprice and options, without burning the brand equity we paid for.
03
What we did
The process: from who solved this before us to a prototyped full flow.
1Studied the consolidators. THL runs one fleet through three brands as it ages (maui → Britz → Mighty). Marriott holds ~30 brands together with one membership, not one name. Enterprise runs three price tiers on one shared back-end. Nobody at scale runs the extremes.
2Studied the UI/UX of the brands and drew a pattern. How Indie Campers, Just Go and Bunk each present search, results and checkout today, side by side with the groups we benchmark (hotel groups, car rental, car configurators). Underneath the different vocabularies sits the same funnel: search, choose, configure, pay.
3Dug into the business underneath. To design the display we had to understand how the brands could be organized and what our value tiers would look like. Grounded in the real catalog: 8 products × variations across three regions, and a discovery: Indie Campers already runs a two-layer system ("book Active, get an allocated chassis") and a live trim ladder (Original / Standard / Plus). Most of the structure isn't new, it's unnamed.
4Prototyped two approaches. Product at the center and brand as experience, four results-page versions in total, plus three approaches to the full flow through the shared Offer + Checkout page. All on the real fleet and real prices, ready to click through in this pack.
04
What we know
Some things are already set, and the structure follows from them.
1
Loyalty will exist for the groupThe question is where it sits and what it's called, not whether.
2
M&A continues, franchising beginsWhatever we build is the slot the next acquisition plugs into.
3
Marketplace & RV Sales become independentThe connective layer must span separate companies.
4
Bonvoy-like, without losing Indie CampersA group the customer can belong to; the flagship identity intact.
Holding companyCustomer-invisible
Owns M&A, capital, the shared booking platform, and the product standard.
Loyalty layerOne membership, riding with every brand1 account
Earn, redeem and carry benefits anywhere in the group, across brands, franchises, Marketplace and RV Sales.
Products · the live catalog, every fleet maps into these; availability varies by region
Brands live inside this frameFlagships (Indie Campers · maui* · Cruise America*) span the tiers where they operate. Others are endorsed, or, over time, absorbed where redundant. How visible the brand is to the customer is exactly the open question of this pack.
Ventures · independent companies, connected through the membership
MarketplaceRV Sales
* maui (THL) and Cruise America are acquisition intents, not owned assets.
05
The market
Nobody in vehicle rental owns the middle of the spectrum, and the page changes as you move along it.
One membership on topNo shared membership
One brand + membership
One name, one account, everywhere
Amazon · PrimeUber · Uber OneAF-KLM · Flying Blue
Loyalty-led house of brands
Many brands, one membership on top
Marriott · BonvoyAccor · ALLExpedia · One KeyIAG · Avios
2Indie group · targethotels prove the model works. No vehicle-rental player is here yet.
Enterprise (Nat/Ent/Alamo)Avis Budget / ZipcarTHL (maui/Britz/Mighty)Booking HoldingsVW Group
One brandMany brands
Mobility & rental · all in the bottom half todayTravel groupsCross-industry
Marketplace & one-brand end · Airbnb, Sixt, Tesla, Roadsurfer
One funnel, one name, a model list. Design trend: single clean configurator, no membership pressure, brand IS the interface. Simple, but it has no answer for owning several brands. Borrowed in Display 1 and the configurator checkout.
The middle · airline groups & Expedia One Key
Few strong brands, one currency/account across them. Design trend: fare classes, shared login, benefits banner on every brand's site. Coherence without erasing names. Fare classes are exactly our tiers.
Loyalty end · Marriott Bonvoy, Accor ALL
Portfolio browsing by tier, member rates everywhere, one app over 30 logos. Design trend: the membership is the product; brands become styles you filter by. Borrowed in Display 2's brand cards and member rate.
Placements directional, from public brand architecture and loyalty programs. The read: our own sector's multi-brand players all sit low on the connective axis, and the page design visibly changes as a group slides right. Where we land on this spectrum is what the two directions below express.
06
Reading the market's interfaces
Who controls the supply decides how the interface behaves.
We ran live teardowns of how the market builds search, results and checkout. One variable predicts the UI more than any brand personality does: how much of the product the company actually owns. It sets the merchandising unit, the depth of the funnel, and how much of the interface is spent on trust.
Marketplace
Outdoorsy · Airbnb Owns nothing; aggregates independent supply, so every unit on the page is different. UI logic: comparability is the core problem, so the interface becomes a trust engine, review scores, host badges, photo-first cards, and a split-view map that makes location the primary sort. Price is shown as a stay total, because a per-night rate can't be compared across non-standard units. Conclusion: the deepest, highest-effort discovery in the market. The complexity budget goes on de-risking difference.
Single brand
Sixt Owns the whole fleet; the merchandising unit is the class, not the vehicle ("or similar"). UI logic: owning supply lets the brand pre-qualify the product, so the card collapses to category, example model and price, with no trust scaffolding. The funnel is progressive disclosure, one decision per step (class, rate, protection, extras), per-day caps shown before confirm, payment isolated to a final step. Conclusion: the shallowest, most conversion-tuned funnel, and the most price-legible. Complexity goes on staged upsell, not trust.
Loyalty group
Marriott Bonvoy Owns the relationship, not the property; the unit is the hotel, but the persistent object across the funnel is the membership. UI logic: member price is an anchored strikethrough rendered at every step; the account personalises search and pricing across roughly 30 brands. Loyalty is the primary navigation and pricing layer, not a post-purchase screen. Conclusion: the interface exists to make a heterogeneous portfolio feel like one relationship.
The pattern across all three
The less of the product you own, the more interface you spend on trust, and the deeper your funnel runs.Marketplaces own nothing and carry the heaviest trust surface and the deepest discovery; single brands own everything and run the leanest, most price-legible funnel; loyalty groups own the relationship and spend the interface making a portfolio cohere. "Or similar" versus the exact unit is a supply-ownership signal, not a copy choice, and it is legible directly in the results card.
Where this points for the product
Our focus is the group's own rental website: the owned-fleet brands under one membership. Because we own the supply, the analysis says the core site should behave like a single brand in its funnel economy and like a loyalty group in how it connects, at the same time.
An owned-fleet funnel, not a marketplace oneOwning the vehicles lets us pre-qualify the product and cut the trust scaffolding a marketplace has to carry. The result is a lean, staged funnel that is price-legible early, resolves every pick before a pay-only step, and treats exact-van versus "or similar" as a deliberate control signal set per tier, not a limitation.
Brands render inside one funnel, not as separate sitesOne product standard and one tier ladder underneath; the brands appear as badges or experiences within the results, so several owned brands coexist on a single journey. This is where we beat the legacy multi-brand groups, whose brands fragment into separate websites and separate funnels.
The membership is the connective spineOne account across every brand, with member price and member earn surfaced in the funnel (results and offer), not saved for a post-purchase screen. Loyalty is the pricing and navigation layer that makes distinct brands read as one group.
This is the economy for the core website whichever direction we pick; product-first or brand-first is still the open question. The Marketplace is a separate business and landing page, with its own trust-heavy model, and sits outside this decision.
Live teardowns (real-browser capture) of Sixt, Marriott Bonvoy, Outdoorsy and British Airways, cross-checked against Baymard Institute usability benchmarks. Full teardowns on file.
07
The choice
The brand at the center, or the product at the center?
Direction A, Brand at the center
The customer chooses who they travel with
Brands are destinations with their own storefronts and stories; the group curates the portfolio. Equity leads, every acquisition keeps its face. The membership is what makes the collection feel like one company.
Direction B, Product at the center
The customer chooses what fits the trip
One catalog of products and promises; brands appear as the fulfiller who vouches for each option. Comparison leads, one page carries every price honestly. The membership rides on every row regardless of logo.
Both run on the same platform, the same product standard, the same membership. The difference is what the customer navigates first, and how loudly the brands speak. Neither is free: A risks the group competing with itself on one page; B risks the acquired names fading into badges.
08
Under the loyalty layer
Whichever direction: product is what you buy, brand is who vouches, tiers price the promise.
P
Product, what the customer buysThe standard categories (Active, Family, Space…) every fleet maps into. Universal, comparable, honest. Already live at Indie Campers ("book Active, get an allocated chassis").
B
Brand, who fulfils and vouchesThe name on the van and the promise behind it. In Direction A it's the storefront; in Direction B it's the badge on the row. Either way it justifies a price, never blocks a comparison.
Tiers · the same three promises in both directions, backed by auditable specs, never by vibes
Premium: the exact model you chooseNewest fleet · exact-model guarantee.
Core: this category, or similarThe default: widest choice, category guaranteed.
Budget: best priceOlder cars, less variety · best prices.
Today's variations already contain this ladder: Original / Standard / Plus map to Budget / Core / Premium, the tier system is a naming of what we sell, not an invention. Bed layout, gearbox and other picks move later in the funnel.
09
What we're asking of you
Which direction matches where the business is going?
The two directions are the strategy question. To make them tangible we built two UIs on the same search, same fleet, same prices, plus the merged Offer + Checkout page they both hand into, ways of seeing, so the conversation has something concrete to push against:
1Display 1, Product at the center. One card per product, tier rows inside, brand as the badge that vouches.
2Display 2, Brand as experience. Shelves organized by how you want to travel, brands woven into them, the brand-centered direction made customer-friendly.
3The shared Offer + Checkout. Where every version lands: offer and checkout merged into one page, payment isolated to a single action. Shown in three renderings (canvas, wizard, configurator) as proof the merge is achievable and flexible enough to back either direction, not a UX call to make now.
React. Which direction matches where the business is going, and what does each display get right or wrong? Your read picks what we build for the UK.
Exploration pack · Aug 2026 · nothing here is a decision. Built on two research passes, a four-lens stress test, the live catalog and the naming pre-screen, all on file. maui (THL) and Cruise America are acquisition intents, not owned assets.
Display 1
Product at the heart
Every product available in the searched location gets one box; inside it, a three-way tier selector, Budget, Core, Premium, each tier with its image, promise, the brand that represents it, price and total, and its own CTA. Two treatments: Version A shows everything at once; Version B discloses progressively. Drawn monochrome on purpose, structure first, branding later. The filter bar is live: click "Automatic" (or "Clear filters") and watch the page react.
The flow: how this option works end to end
1Search widget
Location, dates, travellers, sleeps is answered here, never again.
→
2Results page
Products with their tier selectors, the two versions below are this step's density variants.
A · show allB · hide, reveal when prompted
→
3Offer + Checkout
Every pick happens here, once: sleeps where it applies · transmission · type of bed · extras · insurance.
Merged into one page
→
4Payment
The only action here is pay. Nothing to decide, nothing to upsell.
Version A · everything visible
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
2 products match3 products fit your tripsleeps 4 · Automatic applied · sorted by fitevery option that sleeps 4 · sorted by fit
The exact van, named and pictured before you book.
JGJust Go by Indie Campers
Space
Large motorhome · Sleeps 6 · Room for everyone
Core£135/nt · £945 total
sleeps 6 · fleet under 4 yrs
6-berth motorhome, this category or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Premium£175/nt · £1,225 total
newest fleet · automatic
The exact 6-berth you choose.
JGJust Go by Indie Campers
Adventure
Off-grid capable · Sleeps 4 · Heating & solar
Core£110/nt · £770 total
sleeps 4 · off-grid · solar
Adventure class, or similar.
ICIndie Campers
1 product hidden by your filters, Adventure has no automatic vans for these dates.Clear filters
Version B · progressive disclosure (tap a product to open its tiers, try it)
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
2 products match3 products fit your tripAutomatic applied · tap to choose your tiertap to choose your tier
Family
Motorhome · Sleeps 4–5 · 2 of 3 tiers match your filtersFull facilities · Shower & Toilet
From £126From £89Select
Budget£89/nt · £623
sleeps 4 · manual or automatic
We pick your van from the 4-berth pool, you save.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Core£126/nt · £882£120/nt · £840
sleeps 4–5 · fleet under 4 yrs
Automatic guaranteed · +£6/nt
Family motorhome, this category or similar.
ICIndie Campers
Premium£150/nt · £1,050
newest fleet · automatic
The exact van, named and pictured before you book.
JGJust Go by Indie Campers
Space
Large motorhome · Sleeps 6 · 1 of 2 tiers matches your filters2 tiers available
From £175From £135Book Now
Core£135/nt · £945
sleeps 6 · fleet under 4 yrs
6-berth motorhome, or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Premium£175/nt · £1,225
newest fleet · automatic
The exact 6-berth you choose.
JGJust Go by Indie Campers
Adventure
Off-grid capable · Sleeps 4 · 1 tier available
From £110Book Now
Core£110/nt · £770
sleeps 4 · off-grid · solar
Adventure class, or similar.
ICIndie Campers
1 product hidden by your filters, Adventure has no automatic vans for these dates.Clear filters
1The tier selector is a pattern customers already know. Three tiles, ascending promise, one selected, the grammar of every pricing page and fare picker. Each tile carries its own image, promise, brand, price + total and CTA.
2Every tier wears its brand. Budget is represented by Bunk, Core by Indie Campers, Premium by Just Go, logo and name on the tile. The brand vouches for the promise; it never blocks the comparison.
3All available products in the searched location render, only those that fit the party (sleeps 4, filtered by the search). Missing tiers show honestly rather than being padded.
4A vs B is a density trade-off, and it's testable. Version A maximises comparison (every price visible: strongest multiprice). Version B maximises focus ("From £X" leads; commitment revealed on intent). Same components; switching is a flag, not a rebuild.
5Filters are constraints, with honest costs, try toggling Automatic. Count pills show a filter's price before tapping; filtered tiles grey out with a reason instead of vanishing; repricing is explicit ("Automatic guaranteed +£6/nt"); fully-filtered products collapse to a "hidden" strip; and Version B recomputes "From £X" so it never lies. Brand lives in the dropdowns, available, never the layout.
6Deliberately monochrome. Structure first: black, white and grey keep the conversation on layout and logic. Brand colour and photography arrive after the display is chosen.
What Display 1 bets: the customer shops the trip and the trade-off; brands earn their place as guarantors of each tier. Open in the room: A or B as the default density, and which tier, if any, comes pre-selected.
Display 2
Brand as experience
Shelves organized by how you want to travel, each title a tier promise in lifestyle language, with the auditable spec printed beside it, and the brands masked into the shelf as the names that fulfil it. A shelf can carry several brands. Brands presented through experiences, not against each other. Two treatments: Version A shelves experiences with brands masked in; Version B lists the brands themselves, hotel-group style: the card says which products are available for the search, and all further detail and model selection happen on the brand’s offer page. Same filter system as Display 1, click "Automatic" to toggle, in both versions.
The flow: how this option works end to end
1Search widget
Location, dates, travellers, sleeps is answered here, never again.
→
2Results page
The brand carries the result, the two versions below are this step's presentation variants.
A · presented by experienceB · presented by the brand itself
→
3Offer + Checkout
Everything is selected here, once: sleeps where it applies · type of bed · extras, in Version B, including the model itself.
Merged into one page
→
4Payment
The only action here is pay. Nothing to decide, nothing to upsell.
Version A · experience shelves
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
3 of 6 options match3 experiences · 6 optionsevery van fits 4 travellers · Automatic appliedevery van fits 4 travellers · the same six options as Display 1
For comfort above allexact van · under 2 yrs · automaticSee all
JGJust Go by Indie Campers
Family£150/nt · £1,050 total
sleeps 4–5 · under 2 yrs · automatic
The exact van, named and pictured before you book.
JGJust Go by Indie Campers
Space£175/nt · £1,225 total
sleeps 6 · under 2 yrs · automatic
The exact van, named and pictured before you book.
JGJust Go by Indie Campers
For the classic road tripwidest choice · this category or similar1 of 3 matches your filtersSee all
ICIndie CampersBKBunk by Indie Campers
Family£126/nt · £882 total£120/nt · £840 total
sleeps 4–5 · fleet under 4 yrs
Automatic guaranteed · +£6/nt
Family motorhome, this category or similar.
ICIndie Campers
Space£135/nt · £945 total
sleeps 6 · fleet under 4 yrs
6-berth motorhome, this category or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Adventure£110/nt · £770 total
sleeps 4 · off-grid · solar
Adventure class, or similar.
ICIndie Campers
Manual-only for your dates
For the most adventurousthe cheapest way onto the road0 of 1 matches your filtersSee all
BKBunk by Indie Campers
Family Surprise£89/nt · £623 total
sleeps 4 · manual or automatic
We pick your van from the pool, you save.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Want them side by side? Compare every option for your trip, one card per van type, all prices in one place.Compare all options
Version B · brand-led list (the card says what’s available; the model is chosen on the offer page)
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
2 of 3 brands match3 brands available for your search6 options across them · Automatic applied6 options across them · sorted: recommended for you
JGJUST GO1/24
Just Go by Indie Campers
Premium fleet · under 2 yrs · 4.8 (1,204) · Edinburgh depot · 3.1 km from your search
Family£150/ntSpace£175/nt
Member rate available, join free
From£150/nt
£1,050 total · 7 nights · taxes incl.
ICINDIE CAMPERS1/38
Indie Campers
Core fleet · under 4 yrs · 4.6 (8,912) · Edinburgh depot · 2.4 km from your search
£882 total · 7 nights · taxes incl.£770 total · 7 nights · taxes incl.
BKBUNK1/17
Bunk by Indie Campers
Value fleet · 4.4 (2,376) · Edinburgh depot · 5.8 km from your search
Family Surprise£89/ntSpace£135/nt
No automatic vans at Bunk for your dates, clear the filter to see 2 products from £89/nt
From£89/nt
£623 total · 7 nights · taxes incl.
1The shelf is an experience, not a logo. Each title is a tier promise in lifestyle language, with the auditable spec printed beside it ("exact model · under 2 yrs · automatic"), so the warmth never detaches from the promise underneath.
2Brands are masked into the experience. Logos beneath the shelf title, and a shelf can carry several ("For the classic road trip": Indie Campers + Bunk). Shelf = demand, brands = supply. Shelf-vs-shelf competition disappears, because intents segment where logos compete.
3Display level follows the promise. The comfort shelf sells the exact van, named and pictured before you book; the classic shelf sells the category (‘or similar’); the adventurous shelf sells the surprise. Product names stay the group’s catalog, the model reveal happens at booking. Same engine, tier-appropriate rendering.
4Filters behave exactly as in Display 1, try Automatic. Cards grey with a reason instead of vanishing; shelf headers count honestly ("2 of 3 match"); the comfort shelf is untouched because its premium fleet is automatic. Same constraint rules, same honesty.
5The compare pivot heals the split ladder. A Family lives at £89 / £120 / £150 across three shelves, the exact same six options as Display 1, pivoted by shelf. One tap reassembles the ladder in Display 1's product cards. Browse here, decide there.
6Brand sites stay doors into this. justgo.uk.com remains a storefront funnel landing on its own shelf, and the compare-pivot click-through doubles as the live measure of brand-attached vs price-attached demand.
7Version B lets the brand be the result. One card per brand, image, name, rating, and which products are available for the search, with from-prices. Everything else, specs, tiers, choosing the model, happens on the brand’s offer page, the way hotel groups list hotels, not rooms. Filters still work per brand: Bunk greys out with a reason, and Indie Campers’ from-price reprices honestly (£110 → £126) when Automatic is on.
The case for brand at the center: we paid for Just Go and Bunk partly for their equity and their audiences, and a flat product grid throws that away, while a brand-led experience keeps it working for us. First-time campervanners tend to shop by the kind of trip they want, not by a spec sheet, so organising around experiences (comfort, the classic road trip, adventure) can convert better than a tier ladder, and it scales: every future acquisition slots in as another experience rather than another logo to reconcile. Presented through experiences, the brands stop competing head-to-head and the group reads as one range. The honest risk: the price ladder is split across shelves (mitigated by the compare pivot), and every shelf title has to stay an auditable promise, true only while its spec line is mechanically true. Version B is the sharpest test of the bet: if customers click a brand card carrying just a from-price and a product list, brand equity is doing the selling, and the model choice can wait for the offer page.
Shared step
Offer + Checkout: one page
This is not a UX decision, and it doesn't need one now. It exists to show the offer-and-checkout merge is achievable, and flexible enough to back whichever direction we choose; the three renderings are proof it is not a one-way street, not options to pick between. The step every display and version has in common: the offer page merges with checkout, isolating payment to payment only. Offer means the product being bought, the model, photos, specs, pickup location, and the trip picks: bed configuration, travellers, transmission. Checkout means building the trip on the same page: extras (bedding, cleaning, BBQ) and protection & flexibility. Everything below is clickable, the summary reprices honestly as you choose. Three renderings of the same page: A, everything on one canvas · B, a guided wizard · C, a configurator, the van on stage while the trip is built beside it.
Version A · everything on one canvas
Edinburgh12 → 19 Sep
Your selection · the offer
Family
Core tier · fulfilled by Indie Campers · this category or similar
Specs
sleeps 4–5 · fleet under 4 yrs · kitchen with fridge & hob · heating · shower & toilet
Product · arriving from a brand card (Display 2 · Version B) you choose it here; from Displays 1 & 2A it arrives already picked
Family £120/ntAdventure £110/nt
Set up your trip
Travellers
2345 Space only
Bed configuration
Fixed doubleTwin singlesBunk layout
Free request confirmed at pickupGuaranteed +£15 one-off
Transmission
Manual includedAutomatic guaranteed +£6/nt
Extras · the checkout begins here
Bedding kitsheets, duvets and pillows for 4
+£35
Cleaning kitreturn it without the scrubbing
+£25
Portable BBQgas, with utensils
+£45
Camping table & chairsseats 4
+£30
Protection & flexibility
Protection plan
Basic included · £2,500 excessStandard +£9/nt · £800 excessPremium +£15/nt · zero excess
Cancellation
Flexible included · free until 7 days beforeFlexi+ +£4/nt · free until 48 h before
Prototype note: the stage is reactive, the image (and this copy) re-render with every selection in the rail: switching the model swaps the van, bed configuration changes the interior shot, transmission and extras update the detail views. Not designed yet, by intention.
Free requestconfirmed at pickup£0Guaranteedlocked to your booking+£15
Transmission
Manualincluded£0Automatic guaranteedlocked, not requested+£6/nt
Extras
Bedding kitsheets, duvets and pillows for 4+£35Cleaning kitreturn it without the scrubbing+£25Portable BBQgas, with utensils+£45Camping table & chairsseats 4+£30
Flexiblefree until 7 days beforeincludedFlexi+free until 48 h before+£4/nt
Van · 7 nights£840
Per-night picks × 7£0
One-off (bed guarantee + extras)£0
Total£840
The next page has a single action: pay.
1One page, two jobs. Offer (what you are buying: model, photos, specs, pickup) and checkout (what you add to it: extras, protection, flexibility) merge, so payment can be isolated to payment only. This step is identical for both displays and all four versions; only the first block changes with where you came from.
2The picks live here, not in the results filters. Bed configuration, travellers and transmission are preferences, so they belong after selection, with the same honesty rules: free request vs paid guarantee for the bed, "+£6/nt" printed on Automatic before you tap it.
3The summary never lies. Every click reprices the right-hand card: per-night picks multiply by nights, one-offs add once. What you see before "Continue to payment" is exactly what you pay.
4Entry point changes one block only. From Display 1 or 2A the product arrives already picked; from a Display 2B brand card you choose it in the first block. Same page, same components, the display decision never forks the funnel.
5Three renderings, one engine, a lean-ness dial. A shows everything and reassures; B is a wizard, one guided step at a time, trip summary always above, total always in the footer; C configures like a car: the van never leaves the stage while every option is a card beside it, the choice always framed against the thing being bought. Same components, same prices, same honest repricing in all three.