case study

How Sedin Helped Caratlane Lift Checkout Conversion by 80%

Caratlane
Overview01

Caratlane is one of India’s leading omnichannel jewellery retailers. At the time of the engagement, Sedin built a faster, composable checkout experience for its 92+ stores across 36 cities.

About

  • Client: Caratlane
  • Industry: Jewellery / Omni-Channel Retail
  • Location: India

Scope of work

  • Checkout flow redesign and modernization
  • Composable Single Page Application (SPA) architecture
  • REST API layer for legacy backend authentication
  • Unit testing framework implementation
  • CI/CD pipeline setup

Tech stack

  • Ruby on Rails
  • Mithril
  • JavaScript
  • Magento
  • Jest
  • Jenkins (with Blue Ocean)
  • Oracle
The Problem02

The Friction Between Cart and Purchase

Caratlane was seeing unexplained checkout drop-offs, while its existing platform lacked the architecture and development practices needed to support a better experience.

  • Unexplained checkout drop-offs were impacting conversion.
  • The legacy backend was not built to support REST-based authentication.
  • UI components lacked automated testing to maintain code quality.
  • Development lacked a continuous integration workflow for reliable releases.
The Solution03

A Composable Checkout Built for Better Experiences

Sedin rebuilt checkout as a standalone Single Page Application, improving the experience while separating it from the legacy flow and creating a composable foundation for future store experiences.

  • Built a simplified Mithril-based checkout with responsive interactions, making the purchase journey faster and easier across devices.

  • Separated authentication into REST endpoints, allowing checkout to operate as a composable frontend component and creating room for future store experiences.

  • Introduced Jest testing and Jenkins CI to catch issues earlier, improve code quality, and bring greater consistency to development and releases.

The Process04

The Process

STEP

01

Investigated checkout drop-offs

Deep-dived into the transaction journey to identify opportunities to improve checkout usability and reduce friction.

02

Modernized the checkout experience

Built a simplified Mithril-based SPA with responsive interactions across multiple devices.

03

Enabled REST-based authentication

Created a separate backend module to expose authentication through REST endpoints for frontend components.

04

Introduced unit testing

Implemented Jest to test newly developed UI components and support more reliable iterative development.

05

Established continuous integration

Set up Jenkins with Blue Ocean to introduce a structured CI workflow for the technology team.

06

Extended the composable approach

Created a modular foundation that could support similar approaches across other parts of the store.

Results05

From Unexplained Drop-Offs to an 80% Conversion Lift

80%

Higher Checkout Conversion

Improved checkout conversion by 80% through a simpler, more responsive transaction experience.

Sub-second

Component Rendering

Achieved page and component loading times under one second for a faster checkout experience.

Continuous Integration Adopted

Introduced Jenkins-based continuous integration and guided the team through its adoption across projects.

A Reusable Composable Foundation

Built the checkout as a modular SPA that could be extended to other parts of the store.

Unit Testing Built Into Development

Implemented Jest-based component testing to improve code quality and make testing part of the development cycle.

Faster Time to Market

Sya accelerates time to market with pre-built capabilities for virtual try-on, AI-assisted selling, discovery, and personalization.

Bottom Line

Sedin helped Caratlane turn a checkout bottleneck into an 80% conversion lift. A faster, composable checkout, backed by REST-based architecture, automated testing, and continuous integration, gave the team a stronger digital experience and a more flexible foundation for eCommerce.

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