What changed when Bersaglio became a Product Lab

The problem with “initiative”

Bersaglio’s site used to describe itself as “an independent digital product initiative.” The phrase was accurate but empty — it could mean almost anything. A visitor couldn’t tell whether they were looking at a studio, a consultancy, a personal portfolio, or an open-source collective.

The same vagueness showed up in how projects were labeled. Everything was a “project.” A developer tool sat next to a consumer product with no distinction. The homepage showed “selected work” without explaining what made it selected or what counted as work.

What “Product Lab” changes

The transition to a “Product Lab” isn’t a cosmetic rename. It introduced a shared vocabulary:

• Product — a Bersaglio-owned digital product built for end users around a defined problem.
• Tool — a focused utility built around a specific job. Still product work, but not positioned as an end-user product.
• Experiment — a bounded question or prototype intended to produce learning. Lives in the Lab.
• Lab — the stream of early questions and incomplete work, presented inside Notes rather than as a separate category.

The homepage now has a “What the Lab builds” section that explains these three forms explicitly. Featured products are restricted to studio-owned entries with type: product — so the homepage proof shows only Knessetil, Voymora, and Festivalio, not internal tools or personal experiments.

Why it matters

The terminology accomplishes two things. First, it sets honest expectations: a visitor seeing “Products” knows these are end-user offerings, not portfolio pieces. Second, it creates internal discipline — every new entry has to declare what it is, and the site renders it accordingly.

The hardest part was not inventing the categories. It was deciding what doesn’t qualify. An internal product system that powers Voymora’s email flows is documented as product practice, but it’s not a Bersaglio product. That distinction used to be implicit. Now it’s enforced by the schema.