Mentor Cycle's
LANDING PAGE

Problem statement

Mentor Cycle needed a way to introduce its newly created mentorship platform to potential users — mentors, mentees, and volunteers — but had no existing landing page, brand voice, or content standards.

Without a clear entry point or consistent messaging, users couldn’t easily understand the platform’s purpose, how it worked, or how to get involved. This lack of clarity risked reducing trust, engagement, and sign-up conversion at the very first stage of the user journey.

Project duration

2023

My role and Process

In collaboration with Product Designers and stakeholders, I applied UX Writing and Content Design methodologies to co-create Mentor Cycle’s first landing page and define its tone and narrative structure.

Flowchart with starting point, problem definition, and end points connected through diamond-shaped nodes.

Methods

Discovery

  • Desk research

  • Competitive benchmarking

  • User journey analysis

Define

  • Data-driven content strategy

  • Definition of brand voice and tone for consistency and empathy

Ideation

  • User flow mapping and decision trees for a gamified interface

  • Content development tailored to outcome-focused journeys

  • UX writing and microcopy are crafted to drive clarity, motivation, and user action

Delivery

  • The final Landing Page of Mentor Cycle.

Step 1 - Product Discovery

Before producing content for the landing page, we conducted a desk research to better understand both Mentor Cycle’s context and the mentorship market in general. I analyzed everything the team had done up until that point and mapped the current experience of both mentors and mentees. This research helped create initial personas and supported our strategic content and design decisions later on.

Desk Research

A computer screen displaying a detailed flowchart with multiple interconnected screens, annotations, and color-coded notes.

Benchmark

To guide the content and design of the landing page, we analyzed mentorship platforms such as ADPList, Awari, Talkstars, and others.

The goal was to understand how leading platforms structure their flows and present key information to attract mentors and mentees.

We focused on 3 pillars:

  1. User flow and Feature mapping

  2. Profile structure and Role switching

  3. Positioning and Communication

A detailed digital mind map with multiple sections related to UX and project management tools, featuring various colored labels such as Google Agenda, Talkstars, Setmore, expertise.me, and Mentoriz, among others, organized on a grid background. 
Step 2 - Definition

"How might we turn the Mentor Cycle landing page into a conversion point for mentees, while also attracting new mentors, with a consistent, accessible, and purpose-driven tone of voice?”

Step 3 - Ideation

Mapping the landing page content

Based on the research, personas, and benchmarking, we defined what information should be included on the landing page. The key content areas were:

  • Introduction to mentors

  • How the platform works

  • How to become a mentor

  • FAQ with clear information

  • Calls to action to sign up (as mentor or mentee)

A collection of small digital screenshots arranged on a gray background, showing various interfaces of a dark-themed software application with red and white accents, including login screens, settings, and menu pages.

Content Strategy

Mentor Cycle didn’t have a tone of voice guide when I joined the team. I was responsible for defining the platform’s tone based on the audience and purpose, ensuring all the content followed this voice, motivational, direct, and inclusive.

I wrote the entire landing page, including:

  • Titles and subtitles

  • Explanatory sections for both audiences

  • Buttons and CTAs

  • FAQ answers with accessible language

  • Microcopy for interaction and navigation

Step 4 - Delivery

Delivered Mentor Cycle’s first landing page, establishing the platform’s voice and guiding users toward meaningful actions. The content was designed to be clear, welcoming, and supportive, reflecting the platform’s mission and values while addressing both mentees and mentors.

Key outcomes included:

  • End-to-end content creation, including titles, subtitles, explanatory sections, CTAs, FAQ answers, and microcopy for navigation.

  • Defined and applied a consistent tone of voice, ensuring messaging was motivational, inclusive, and aligned with user needs.

  • Structured content strategy that guided users through key touchpoints, from understanding the platform to signing up as a mentee or mentor.

  • Enhanced conversion and engagement, transforming the landing page into a key entry point for users while building trust and credibility for the platform.

The result was a cohesive, user-centered experience that combined brand storytelling, accessibility, and action-driven copy, laying the foundation for Mentor Cycle’s digital presence.

Team
Design
Thiago Castro: Product Design Lead
Flavia Foiato: Product Writer
Nara Oliveira: UX Researcher
Antônio Conceição: UX Designer

Stakeholders
Bianca Karoline: Co-founder
Leonardo Balsalobre: Co-founder

Flavia Foiato | Content Designer

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