Trust is a key component of a successful marketplace and there are many small parts that help achieve it. One element that plays a major role in trust-building is of course how you present your platform to your users and the experience they have while using it. But how can you use UX design to build trust in your marketplace?
UX design is often described as the process of enhancing user satisfaction by improving the usability, efficiency, and accessibility of a website.
This definition is true when designing for online marketplace too. A marketplace’s UX design should be viewed and function as the spine of the platform. Its task is to efficiently guide users through the site to the desired end destination (oftentimes transaction completion).
What’s different for online marketplaces, is that most of them rely heavily on user-generated content. This dependency limits the level of control you have over a vast majority of the user experience. Since you are not the one choosing the images and creating the text, it’s harder to ensure that it aligns with your brand, tone of voice and messaging. A marketplace’s role is to help strangers find and transact with each other. Without the important physical clues, we’d normally use to establish trust and the added challenge of limited content control it can be a struggle to achieve high enough trust levels for strangers to engage.
That’s why it’s vital for online marketplaces to include trust-building elements in their UX design. It’s also imperative that this is combined with a highly selective content curation and reviewing strategy since low quality and irrelevant content can quickly destroy any trust gained from trust-inducing UX design.
Keep in mind that trust building isn’t a one-off effort. In order to achieve a truly trustworthy marketplace, your trust-building elements need to become an integral part of your marketplace’s UX design, from pre-acquisition and throughout the entire user journey. On top of that, you need to continuously deliver on the trust promise you make with your UX design. This means following through and actually making your users safe for instance by offering great and timely customer support, curating and reviewing content diligently and providing secure payment channels.
How do I build trust through UX design?
Make sure to design and develop the user journey for trust. Whether it’s keeping your top listings on the home page, ensuring quality suppliers, presenting honest reviews, or offer easy support, UX elements like these will help build trust in both your platform and users.
Want more detailed info on how you can build trust into your UX design? We invited Bec Faye, Marketplace Optimization & Growth Specialist, for a webinar to share her knowledge and expertise. Watch the full webinar recording here.
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