EBAY

Role: Content Designer

The opportunity: There are a multitude of trust signals and programs that live on eBay’s item page. How can we think of them as a family and create a holistic system? How can we make all these disparate trust signals actually trustworthy?

The solution: Build a new cohesive program for shopping and selling with confidence. It first started with an audit of all the trust programs and signals that lived on the item page (around 40). A new Shop With Confidence module would be dynamic so those items that needed to show up on the page to make a confident purchase would remain. Those that were left were contenders for the new module. We then prioritized programs per vertical so that only 3 could show up at a given time. Working closely with the brand team, we created a new set of badges that sellers could use to instantly convey the trustworthiness of the item. To add the Authenticity Verified badge to an item, sellers now had access to a third-party authentication program.

Why this is important: In order for this new confidence program to be successful, it needed to be adopted by sellers and believed by buyers. In many ways, confidence is a two-way street on eBay. By creating an ecosystem for confidence signals, we eliminated the sketchiness and tied directly in to eBay's Money Back Guarantee.