The Checkout That Actually Converts

Every step in a checkout is a chance to leave. The brief was to remove steps without removing the checks that make a payment legitimate.

We mapped each field to the rule that required it. Roughly a third had no owner at all — they had survived a migration nobody had unpicked since.

Fewer screens, same guarantees

Address, payment and review collapsed into a single scrollable step with inline validation. Nothing is submitted until the whole form is valid, so the error state is never a page reload.

Measuring the right thing

Conversion is the headline, but the number we watched was completion time on a mid-range phone over 4G — the condition most tests quietly skip.