On some essay pages, you will find a credibility button. Using this button will toggle the display from a ‘credible’ version (that is, the site as an expression of best-practice and my own interpretation of articulating credibility in the online environment) to an ‘incredible’ version relating to the topic of the essay in question. The purpose is not to illustrate ‘bad’ design per se, but to demonstrate – through absence or disruption – the small differences that can add up to a sense of trust in a website. This is an irreverent illustration of observations made during my research.