Before: A multitude of trust signals

After: A cohesive system of trust signals and new branded badges

AFTER: A new PROGRAM For sellers to authenticate items

EBAY

Role: Content Designer

The opportunity: eBay’s item page was cluttered with dozens of trust signals—badges, guarantees, programs—all speaking in different voices. The result? Noise instead of reassurance. Our challenge: create a unified, credible system that truly builds trust at a glance.

The solution: We built a cohesive “Shop With Confidence” program—a modular system that organizes and elevates trust signals in a clear, user-centered way.

• We began with a full audit of 40+ existing trust elements, identifying which were essential, redundant, or underused.

• We prioritized signals by category, ensuring only the most relevant three would surface dynamically per vertical.

• Working with the brand team, we developed a new visual language for trust—badges that instantly conveyed credibility.

• Sellers gained access to third-party tools like the Authenticity Guarantee, allowing verified items to earn powerful trust indicators.

Why it matters: Confidence is a two-way street—buyers need to feel secure, and sellers need the tools to earn that trust. This system did both. By turning scattered signals into a strategic, consistent ecosystem, we replaced confusion with clarity and aligned the experience with eBay’s cornerstone promise: the Money Back Guarantee.