> ## Content Index > Fetch the complete content index at: https://www.elisatrippetti.com/llms.txt > Use this file to discover other available public pages before exploring further. # Supporting an MVP launch with content - URL: https://www.elisatrippetti.com/supporting-an-mvp-launch-with-content/ - Published: 2023-01-08T09:00:00.000Z - Updated: 2026-05-19T19:12:01.000Z - Description: I was challenged to design a set of content guidelines to support the launch of a fictional digital product of my choice. Here's how I went about it. - Author: Elisa Trippetti - Tags: Portfolio ## The project As part of a UX writing course, I researched and created content for a new digital product — including a user journey map, a content audit, writing guidelines and plenty of copy examples. - **Role**: content designer - **Language**: Italian - **Tools**: Figma, Airtable - **Timeline**: 2 months > *“Excellent work, Elisa. Your brand voice guide is neat and straightforward — perfect to support an MVP. You’ve also included plenty of examples of dos and don’ts.”* — **Luca Longo** (senior UX designer and mentor) --- ## The problem I’ve been following the **creator economy** for several years now. Content creators have gone from casual posters to full-time influencers with a busy publishing schedule and multiple income streams, including merch, paid communities, courses and books. Many of them, though, still rely on **brand deals** to make a good living off their craft. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/09/Portfolio-26.jpeg) Creator revenue sources — CB Insights --- ## An idea Several influencer networks already exist in Italy to help creators consistently find brand deals, but partnerships come with a long list of requirements to meet. **Guild**, an emerging Italian network, aims to fill the gap. With Guild, creators can find brands on their own and for free on a dedicated platform, or switch to a paid plan to get training, financial advice and a whole team to help them plan and produce content. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/09/Portfolio-27-2.png) Players and platforms in the creator economy — Dealroom.co --- ## Journey mapping Conversation mining and creator-led podcasts helped me get a better understanding of the current landscape in Italy. I started compiling the main **needs, problems, fears and frustrations** creators face in their daily work. With this information, I created a journey map to document the steps creators go through when looking for a network. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/09/Portfolio-28.svg) User needs, problems, fears and frustrations **Factors undermining the relationship**: - steep learning curve - lack of information and guidance - lack of transparency - high commission - scams ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/09/Portfolio-29.svg) The content-focused user journey map --- ## Content auditing ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/09/Portfolio-30-2.png) Content priorities extracted from the content audit While studying creators, I also had a closer look at existing networks. I identified 6 potential competitors on the Italian scene and picked one for a more in-depth website content audit. This exercise gave me insight into where other players are doing well and where there’s room to improve the experience. **Opportunities for improvement:** - clear value proposition - well-defined tone of voice - inclusive UX writing practices - clear calls to action - consistent terminology - better readability --- ## Content guidelines Guild can use its content to address some of the needs and pain points uncovered in the previous steps. I used **Kapferer’s Brand Identity Prism** to nail down Guild’s values, culture and relationship with its audience. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-31.svg) Kapferer’s Brand Identity Prism I then narrowed down a list of 4 key adjectives that capture the brand’s personality: friendly, determined, curious and ambitious — just like the creators Guild wants to attract. In a **voice chart**, I described how writers at Guild can embody these traits and included several copy dos and don’ts. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-32.svg) Voice chart To make the copy consistent and accessible, I drafted **UX writing best practices** and a set of style guidelines. Each recommendation is accompanied by practical examples of what to write and not to write in different contexts. ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-33-1.svg) 1\. Be conversational (write like a human) ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-34-1.svg) 2\. Use personal pronouns ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-35.svg) 3\. Use the active voice ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-36.svg) 4\. Lead with verbs ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2026/05/Portfolio-37.svg) 5\. Engage the reader ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-38.svg) 6\. Avoid ambiguities ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2026/05/Portfolio-39-1.svg) 7\. Anticipate questions and objections ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-40.svg) 8\. Be helpful ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-41.svg) 9\. Be consistent --- ## The (micro)copy After creating this framework, I wrote a set of sample pieces of content (including UI components, webpages, emails and social media posts). A **tone map** shows where each piece of content is on the tone spectrum (from formal to informal, and concise to detailed). ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-43-2.svg) Tone map ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-44.svg) Call-to-action buttons ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-45-1.svg) Notifications and alerts ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-46.svg) Error messages (input fields) ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-47.svg) 404 page ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-48-5.svg) Emails (onboarding, paid plan activation, password reset) --- ## The result A complete set of **content guidelines** covering what every new writer on the client’s team needs to know: user research, brand personality, tone of voice, style and plenty of examples to bring the product’s content to life. Use content guidelines as a starting point to scale your voice while staying consistent and recognizable! ![](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2024/10/Portfolio-49.svg) Pages from the content guidelines [![CTA Image](https://storage.ghost.io/c/dc/8f/dc8fe240-9762-45ca-b607-5f39c80e84a5/content/images/2026/05/Elisa-Trippetti-3.jpg)](https://www.elisatrippetti.com/) ****Read more from me** I'm Elisa, an Italian content designer with a background in localization and customer service. This is where I document my life in UX and writing. [Go to the blog ](https://www.elisatrippetti.com/) ## Let’s talk words Get in touch on [LinkedIn](https://www.linkedin.com/in/elisatrippetti/?ref=elisatrippetti.com) to talk about all things content design, UX writing and localization. [Contact me](https://www.linkedin.com/in/elisatrippetti/?ref=elisatrippetti.com)