967creative | RUBI AI

A Comprehensive AI Toolkit for Content Creators

Overview

The AI landscape had become fragmented. Users juggling multiple AI subscriptions faced not only mounting costs, but the friction of switching platforms, lost context between conversations, and navigating different interfaces for different tasks.

We designed RUBI (Relational Understanding Based Interaction) to consolidate the world’s leading AI models under one interface with thoughtful, intuitive design that made complex multi-model interaction feel effortless.

RUBI_BrandGuide_V2-1

UI/UX Design

The core challenge was simplifying genuinely complex workflows. IntelliChat needed to make querying multiple AI models simultaneously feel natural rather than overwhelming.

Key design solutions included streamlined onboarding that minimized setup friction, intuitive model selection with clear visual indicators, conversation architecture that maintained clarity when multiple AI responses appeared, progressive disclosure that revealed complexity only when needed, and smart defaults that worked immediately while offering deep customization.

The interface focused on removing friction at every decision point, reducing multi-step processes, creating clear pathways for common tasks, and building in an AI assistant to help.

Brand and Internal Product Architecture

The brand identity balanced technical capability with approachability. Each segment of RUBI received its own internal identity to help users navigate distinct functionality: IntelliChat for multi-model conversation interface, Personify for custom persona / voice / tone creation, Image Lab for visual generation tools, Voice Lab for audio synthesis and processing, and RUBI Music for music creation and production.

This modular approach allowed users to understand capabilities at a glance while maintaining cohesive brand experience across the platform. It also familiarized me with all of the premier AI tools on the market—how they work, what their capabilities are, and how to utilize their public APIs to bring their functionality into our platform seamlessly.

Art Direction and Development

I directed the front-end development team through implementation, establishing design systems, creating interaction specifications, and ensuring the interface was performant and accessible. Regular collaboration with the team maintained design intent through a lot of technical constraints.

Community Training

We built a large community of both affiliate and casual users and conducted hour-long training sessions every Saturday. These live, and highly interavtive trainings helped our community of users understand and leverage RUBI’s capabilities.

To foster community involvement, I implemented a weekly “Guest DJ” contest where the winner chose next week’s theme and everyone submitted their own music in the genre to be played before and after the training. It was incredibly well received, and encouraged use of the RUBI Music platform.

Outcome

RUBI transformed multi-model AI interaction from a complex, expensive workflow into an accessible, unified experience where users could focus on their work rather than managing tools.

RUBI is currently under development for the release of version 4.0.