Promoting Ethical Use of Artificial Intelligence

MythWeaver Case Study

Ethical AI Image Generator | 2023-2024

MythWeaver creates distinctive TTRPG characters with diverse features, personalities, backstories, and portraits using ethically sourced generative AI that supports artists their communities.

Position

UI Designer & Marketing Manager

Duration

2023 - 2024

Summary of Role

Assisted with market research, created a pre-sale landing page, an A/B test page, and a comprehensive document that summarized the research and digital marketing options for the post-Kickstarter campaigns in 2024.

Project Background

In response to the growing demand for innovative tools in the tabletop gaming community, MythWeaver embarked on a journey to create an Ethical AI Image Generator tailored specifically for tabletop gaming enthusiasts.

This project aimed to combine the power of artificial intelligence with a deep understanding of ethical considerations to provide a user-friendly and creative solution for generating unique tabletop gaming images.

This service combined AI image generation with background creation to be an all-in-one campaign management tool.

Tabletop Gaming Focus

The AI algorithms were tailored to understand and generate images relevant to various tabletop gaming genres, including fantasy, science fiction, and historical settings.

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Establishing Trust With Ethical AI

A major challenge facing the project is the skeptism facing the fast increase in tools that use artificial intelligence. Establishing how MythWeaver followed ethical practices from the beginning was very important.

We discovered that there were not many nationally available financial assistance programs, and those that were available at the local level had lengthy processes and disqualifiers.

Also notable, we found that many programs sqecifically did not cover cell phone bills or communication services. 

For our design research we focused on top banking apps emerging at the time like CashApp, Venmo, Chime, and others. 

Defining Key Performance Indicators & Measuring Metrics

Total Engagement:
Users encountered challenges such as finding programs that accepted to pay cell phone bills, unclear terms, and complex repayment processes. The absence of user-friendly resources further contributed to the overall frustration of users in need. 

CTR & CR:
The issues prominently observed within the user interface and overall user experience of the financial assistance solutions indicated a need for improvement to provide a smoother, more transparent, and supportive process for users seeking temporary loans for their cell phone bills.

CPA & ROI:
The issues prominently observed within the user interface and overall user experience of the financial assistance solutions indicated a need for improvement to provide a smoother, more transparent, and supportive process for users seeking temporary loans for their cell phone bills.

Idenifying KPI's and Requirements

Top-Priority Conversions

It was important to first identify a starting point when it came to how we reported metrics and tracked KPI's. 

The point of the landing page, and the A/B test, was to improve post-Kickstarter pre-orders. Having a financial conversion meant we needed to be able to track specific areas of user engagement to identify what information was important, and what could be done to improve the journey.

Subscription Sales:
Individuals facing financial constraints and struggling to pay their cell phone bills are the primary users targeted by the financial assistance app.

Merchandise Sales:
Current financial assistance programs at the time were lacking in user-centric features and a seamless experience for those seeking temporary loans, especially in the area of unpaid cell phone bills.

Top Measuring Metrics

Conducting Extensive Research

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Top Keyword Categories

Direct user-based research had been conducted by the time I joined the project. User-based research had been conducted by the time:

For this project, there were three main categories of keywords with the strongest crossover to the service:

• Competitor Research which included browser-based applications, software downloads, and mobile apps that generate images with AI.
• Keyword & Trends Research included identifying top keywords, demographics pertaining to search terms, and utilizing Google Trends to identify the best for bidding and SEO optimization.
• Influencers & Affiliate Marketing Channels for connecting with paid influencers, which included researching various types of rewards programs.
• Identifying Organic & WoM Marketing Methods to take advantage of the highly active commuties with little to no cost.
• Researching Paid Marketing Channels, especially 'low-hanging' fruit options.  This also involved developing the possible marketing plans by stages.

• Dungeons & Dragons related keywords & phrases. This also inlcudes D&D campaign & DM tool based keywords.
• Tabletop gaming keywords were important for getting in front of other gaming groups that could also benefit from the tool, not just the players of Dungeons & Dragons.
• AI Image Generation keywords were also highly relevant to the users of the tool, especially when running advertisements.

Keywords & Google Trends Research

Comparing keyword data between top three trending terms in TTRPG:

• Dungeons & Dragons
• D&D
• Pathfinder Roleplaying Game

Top Three TTRPG Keywords

Comparing 'AI Image Generator'

Comparing keyword data between top three trending terms in TTRPG:

Compairing Trends Research

Over a 24 Hour Period

By preparing for unexpected expenses and promoting financial discipline, we aimed to empower our users on their journey towards long-term financial stability.

Extensive Wireframing to Map the User Journey

Researching Paid & WoM Marketing Strategies

Word of Mouth Marketing

For this project, there were three main categories of keywords with the strongest crossover to the service:

For this project, there were three main categories of keywords with the strongest crossover to the service:

(Paid)

Advertising Methods

For this project, there were three main categories of keywords with the strongest crossover to the service:

(Organic)

• Display ads are a common paid marketing method and for this project Facebook, Instagram, and Discord were priority platforms.
• Geofencing ads based on locations where players shop, gather, or play can be a cost effective method.
• Paid influencers can utilize individuals and groups that already have a substantial following. 
• Contests & Events with a focus on a theme, activity, or feature of the AI Image Generator tool.
• Affiliate & incentive programs, subscriptions, and loyalty/rewards programs can be utilized as well.

• Connecting with colleges and universities to share information about the tool to student groups. 
• Share and collaborate with local gaming stores that host campaigns at their store.
• Reach out to forums, discord channels, and other online groups to spread the word to different audiences.
• SEO Optimization methods can also be used as an organic method and can affect SEM results as well. 
• Email Marketing is a method that allows you to collect and utilize lists from different sources. 

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Get In Touch To See If I Am Available For Hire!

Over a 10+ year journey as a UX/UI Designer, I've cultivated expertise in crafting compelling information layouts, designing intuitive websites and funnel systems, creating impactful proposals and presentations, and developing digital products with custom designs aimed at converting visitors through engaging and powerful experiences. 

Download my resume below or fill out the form to get in touch regarding your project or opportunity. 

Multi-skilled individual with a well-rounded understanding of the customer journey and the tools used to affect decision-making through web design and media. Professional with creative, technical, and marketing experience.

Email at lukensurge@gmail.com

Currently open to accepting offers. Get in touch through the form, or email me with more information regarding your opportunity.