Designing a comprehensive trust framework to reduce fraud and increase buyer confidence in peer-to-peer marketplace transactions.
Role
UX Designer
Focus
Safety mechanisms, fraud prevention, Trust signals
Methods:
User research, journey mapping, system design, prototyping
Kijiji, as a peer-to-peer marketplace, faces ongoing challenges with trust and safety. Users frequently encounter scams, fraudulent listings, and safety concerns when meeting strangers for transactions.
This project explored how trust signals, verification systems, and safety protocols could be integrated into the platform to create a more secure buying and selling experience.
Context & User
Users hesitate when profiles are anonymous and listing quality is inconsistent
Trust must be visible in browse, listing view, and chat — not only after contact
Scope & My Role
Role: UX designer (systems + IA/flows + UI concept)
Deliverables: trust pillar framework, user flows, key screens, expected impact metrics (proposed)
Collaboration: team project; I focused on structure, decision points, and how trust is communicated
Approach / Method
Identify high-risk moments (browse → contact → meetup)
Define trust pillars and placement rules
Design flows + UI touchpoints where trust matters
Key decisions (3)
Decision 1 — Identity verification is contextual, not mandatory
Triggered via settings or high-risk actions
Reduces friction for casual users
Decision 2 — Listing quality is enforced before publishing
Category-specific required fields
Verification status influences posting flow
Decision 3 — AI acts as a safety net, not the main gatekeeper
Scans content and behavior post-publish
Flags suspicious listings without blocking all users
Recommendations
Contextual verification triggered by high-risk categories/price thresholds
Pre-publish listing structure (required specs, completeness checks)
AI safety layer: warn/hold suspicious content post-publish with transparent messaging
Artifacts
Identify high-risk moments (browse → contact → meetup)
Define trust pillars and placement rules
Design flows + UI touchpoints where trust matters
Reflection
Designing trust at scale requires balancing safety, accessibility, and user autonomy.
Trust must be visible at decision points
Over-verification risks excluding valid users
Platform responsibility extends beyond digital interactions
This project reinforced my interest in designing systems where UX decisions directly affect real-world safety.
This project focuses on conceptual UX and system design. Budgeting, timelines, and technical implementation were explored in the academic proposal but are not included here.
