The brief was straightforward: the checkout experience hadn't kept pace with how people shop today.

It was built for a different era: functional, but creating unnecessary friction at the most critical point in the customer journey.

The task was a ground-up redesign of the checkout flow within their existing Magento platform.

No replatforming. No wholesale tech change. Just a sharper, more considered experience that met 2025 expectations.

Where was Cordings' checkout losing people?

Before any design work started, we mapped the checkout as it stood: step by step, device by device.

A few patterns became clear immediately.

Conversion Rate on Desktop was falling across the year and we could see they were dropping out during the checkout experience, specifically after the email sign-in section.

The flow had too many form fields to complete. And the overall UX carried none of the brand's inherent quality. A heritage brand with those price points demands trust at every touchpoint. A checkout that feels clunky or uncertain (even subconsciously) is a checkout that loses sales.

What did Skywire change?

The redesign focused on three areas: flow reduction, payment modernisation, and cross-device consistency.

Streamlined step flow: We reduced the number of distinct checkout stages, keeping the customer moving forward without unnecessary interruption or backtracking.
Express payment options: By surfacing modern payment methods at the right moment, we were able to reduce friction for repeat and mobile shoppers.
Mobile-first rethink: The layout and interaction model to perform on smaller screens, where a significant share of Cordings' customers are shopping.
Visual alignment with the brand: The checkout now feels like Cordings - measured, clear, and confident rather than like an off-the-shelf template.

Critically, everything was built within Magento's existing infrastructure. The goal was maximising impact whilst dealing with the platform constraints, and to ship something that Cordings could own and maintain going forward.

What were the results?

Mobile Conversion Rate: +8.9%
Desktop Conversion Rate: 1.2% (recovering the regular drops we had seen across the year)

The redesigned checkout aligns with how Cordings' customers actually shop - considered, unhurried, and full of trust. All the relevant information at all the stages of the funnel.

The Wellesley Yacht

Services

Industries

Our Services

Related Projects

Explora Journeys

Phoenix Yachts