An independent product lab shaping focused digital tools.
Bersaglio explores defined problems, questions assumptions, and builds practical digital solutions grounded in scope, craft, and evidence.
The Nature of the Lab
Independent work connecting the investigation of real problems with direct, disciplined execution.
Bersaglio operates as an independent product lab: an initiative free from agency billing or client project cycles, focused entirely on building self-directed products and tools around genuine needs. The practice unifies product thinking, interface design, software engineering, and AI-assisted workflows—all directed toward clarifying the problem and finding its cleanest resolution.
Core Operating Principles
- Focus
- Self-directed products and tools shaped around clear needs.
- Method
- Evidence-backed research, fast development loops, and evaluation based on actual use.
- Collaboration
- Open dialogue around problems worth exploring, product questions, and joint research.
Origin & Meaning
Italian • target, mark, calibrated aim
In Italian, bersaglio means "target"—the mark aimed at.
In digital product development, deliberate aim is not a metaphor: it represents the discipline to define the exact problem, the restraint to know what not to build, and the clarity to measure real outcomes. The name reflects a commitment to purposeful direction before a single line of code is written.
Active Work
The primary proof of the lab's capability lies in its active products—systems built and tested in real use:
Knessetil
ActiveA public civic interface for exploring Israeli Knesset data, parliamentary activity, statistical metrics and comparisons.
Festivalio
ActiveAn interactive festival lineup and timetable interface for exploring artists, stages and set-time conflicts.
Voymora
ActiveA private travel-planning interface for organizing the moving parts of an overseas trip in one place.
A Consistent Methodology
Work at the lab follows a repeatable product lifecycle connecting need, focus, execution, and continuous learning.
Understand
Activities
- Identify the underlying need.
- Understand context and users.
- Review existing alternatives.
- Gather examples and constraints.
- Distinguish symptoms from the issue to be addressed.
Outputs
- Problem statement
- User context
- Constraints
- Initial assumptions
Focus
Activities
- Define the product goal.
- Set scope.
- Prioritize requirements.
- Define success indicators.
- Identify what should not be built.
Outputs
- Product brief
- Functional requirements
- User flows
- Acceptance criteria
- Initial roadmap
Build
Activities
- Prototype the experience.
- Choose appropriate tools.
- Implement with AI-assisted workflows.
- Test critical flows.
- Document major decisions.
Outputs
- Working product
- Interface
- Documentation
- Testable assumptions
Release and observe
Activities
- Deploy the product.
- Configure analytics.
- Observe use.
- Collect feedback.
- Track errors and friction.
Outputs
- Live version
- Analytics baseline
- Feedback channels
- Initial observations
Assess
Activities
- Review user behavior.
- Inspect funnel drop-offs.
- Compare assumptions with evidence.
- Identify recurring issues.
- Analyze qualitative feedback.
Outputs
- Findings
- Product questions
- Improvement opportunities
- Prioritized issues
Learn
Activities
- Decide what should change.
- Streamline friction points.
- Remove unnecessary features.
- Add evidence-backed improvements.
- Repeat the cycle.
Outputs
- New iteration
- Updated roadmap
- Documented learning
Use of AI
AI tools support research, prototyping, implementation, analysis, and documentation. They extend and accelerate execution, but do not replace product judgment, validation, or responsibility for decisions.
Looking Ahead
The lab's ambition is to expand its body of independent products and tools, maintaining rigorous craft and full transparency about what works and what remains experimental. As questions evolve, Bersaglio will welcome focused collaborations around problems worth solving.
Have a Problem Worth Exploring?
If you are wrestling with a defined problem, have feedback on an existing tool, or want to explore collaboration, we welcome the conversation.