UX/UI | Product Design
Bert Labs™ integrates AI, IoT, and data analytics to optimize energy efficiency and process automation in industries and buildings, reducing carbon footprint through intelligent control and real-time data-driven solutions.
Bert Labs operates at the intersection of AI, IoT, and sustainability, providing cutting-edge solutions for energy optimisation and decarbonisation. Their platform helps industries, commercial buildings, hospitality, and manufacturing sectors leverage AI-driven automation to enhance efficiency, comfort, and sustainable operations across diverse environments.
However, the existing website struggled to communicate this value. The content was vague and visually inconsistent, making it difficult for visitors to understand Bert platform solution and their real-world impact. Potential clients and partners often left the site without a clear understanding of the company's offerings or expertise.
While working at Bert Labs, our team identified these challenges and collaborated to redesign the website. The goal was to create a clear, engaging, and informative digital experience, where users could easily explore the platform, understand its benefits, and trust Bert Labs as a leader in AI-IoT-powered sustainability solutions.
Redesign the Bert Labs website to clearly communicate its AI-IoT platform and sustainability solutions. Addressing vague content and inconsistent visuals, the goal was to simplify complex offerings, enhance user understanding, and drive engagement and business conversions.
To present Bert Platform Solutions (innovation journey, connected devices, industries served) in a structured, easy-to-navigate way without overwhelming users with technical details.
To enable users to explore Bert Labs' technology, industries, and case studies through a clear and intuitive navigation system that connects their needs to relevant solutions.
To organize and archive resources such as awards, case studies, newsroom updates, and product innovations for easy reference and trust-building.
To create a communication channel where potential clients can book experience sessions, schedule meetings, or get assistance through an integrated contact or demo request system.
To build an interactive and scalable platform that grows with Bert Labs innovations and showcases the brand as a leader in AI-driven sustainability and smart automation.
Usability issues on current website
The first step was to do a heuristic evaluation of their current website:
No clear explanation or visualization of Bert devices, Circuit and their functions, leaving users confused about the technology.
Lack of interactive or live experience to help users grasp real-time solution performance and outcomes.
No quick way to scan and explore all latest industries benefiting from Bert Labs solutions.
No dedicated pages to understand the company's innovations, vision and mission, making Bert Labs purpose unclear.
To expand my understanding of the problem, I interacted with multiple team members in Bert Labs who shared valuable insights from their experience building and operating innovative technology solutions. Each department Bert Maximus, Bert Qrious, Bert Nova, Bert Geminus, and Bert Optimus plays a crucial role in the Bert ecosystem, collectively driving innovation in energy optimization, automation, and AI-driven performance improvement.
Every team, being innovators themselves is part of the platform with deep technical knowledge and unique perspectives. While this shared culture of innovation fosters collaboration, it also presents the challenge of aligning diverse viewpoints into a unified design vision.
As a designer, my goal was to maintain a fine balance between the expectations of these internal innovators and the clarity needed for external audiences to understand the Bert Platform solution. Through discussions and workshops, we distilled complex technologies into a cohesive digital narrative one that communicates Bert Labs vision and integrated platform effectively to every stakeholder.
After identifying the initial usability issues and gathering inputs from the team, I wanted to understand who visits the Bert Labs website and what they are primarily looking for. Having worked with Bert Labs for over a year, I had the opportunity to interact closely with the internal teams and also meet several external users from different industries.
The Bert Labs team shared valuable insights and detailed information gathered from their interactions and client discussions. This helped me better understand how operations heads, facility managers, and sustainability leaders explore Bert Labs technology what information they seek, how they navigate the site, and what convinces them to request a live demo or meeting.
Users age distribution: 35 - 50
The users are mostly Operations Heads and Chief Digital Officers from various industries.
Their primary focus areas include:
Understanding technology, Bert devices, and system connections
Exploring previous client success stories and industry applications
Learning about the evolution, innovation journey, and impact of Bert platform solutions
Bert Labs innovation ecosystem is expanding rapidly across multiple industries, with solutions that adapt to diverse operational needs and technology landscapes. Designing for a range of uses and future scalability is essential to reflect this growth.
The website should communicate the breadth of Bert Platform solutions and its openness to emerging industry collaborations and innovations.
The insights gathered from stakeholder discussions, user interactions, and my year-long collaboration with the Bert Labs team gave me a strong understanding of how industry professionals engage with the platform. To keep their requirements in mind throughout the design process, I created user personas.
Praneeth is 47 years old and works as an Operations Head in a leading fan manufacturing company. He oversees multiple plants and focuses on improving energy efficiency and production performance through smart technology integration.
Praneeth wants to clearly understand the technology, devices, and connections involved in Bert Platform solutions. He aims to identify which industrial domains can benefit most from these systems. He is looking for practical demonstrations and real-world impact data. Praneeth wants to schedule and attend a live experience session and meetings to explore collaboration opportunities.
Praneeth is curious about new technologies that can enhance productivity and operational efficiency. He prefers visual and live demos over lengthy technical documents. He often discusses potential technologies with his plant engineering and IT teams before scheduling vendor meetings.
Seon is 42 years old and serves as the Head of Airport Operations at a major international airport. He focuses on improving operational efficiency, passenger comfort, and sustainability through technology-driven solutions.
Seon wants to understand how the Bert platform enhances airport operations, energy optimisation, and real-time monitoring. He is particularly interested in learning how the platform functions in large-scale environments similar to his own. He aims to explore the dashboard used at international airports where the solution is implemented. Seon wants to schedule a meeting and live demonstration to assess potential integration for his airport's operations.
Seon regularly explores global innovations adopted by other major airports. He values live demos, and system walk-throughs to understand practical benefits. He coordinates with his operations teams before considering new technology pilots. He prefers data-driven insights and measurable KPIs before final decision-making.
In order to understand what pages or functionality will be needed for Praneeth and Seon to accomplish their goals, I mapped out the User flows.
Working out the user flow brought up another important question about the business objectives:
Do we want users to quickly contact us after understanding the platform, or do we want them to stay longer and explore Bert Labs innovations, case studies, and success stories to build trust and credibility?
In discussions with our team, it became clear that the main objective is to guide users toward booking a live experience first allowing them to experience the technology in action, connect with the founders vision that drives the company forward.
The website is designed not just as an information hub but as a knowledge and innovation platform, where visitors can immerse themselves in Bert Labs story from technological breakthroughs and real-world impact to its growing ecosystem across industries. Through thoughtfully presented resources like awards, case studies, and newsroom updates, the goal is to build credibility, inspire confidence, and create long-term trust with every visitor.
Before jumping into redesigning individual pages of the website, I began by listing and analyzing all the existing content. The current Bert Labs website lacked clear categorization especially with innovation related content being nested under Products and Industries, which made it difficult for users to discover.
To better understand how to group, label, and organize the website's information, I conducted an Open Card Sorting exercise. This helped reveal how users naturally associate and expect to find content, providing a foundation for building a more intuitive and structured information architecture.
Categorisation on current website:
5 pages: Product; Industries; Career; About Us; Get in Touch
Proposed Categorisation on current website:
7 pages: Product; Industries; Innovation; Career; Resources; Founders Vision; Our Company
| Results: Should "Innovation" be added as a new category or kept under Industries? | We are an innovative company; it needs to be added as a new category to build trust and highlight our innovative capabilities. |
| Do case studies need a separate category? | No, most live projects are showcased on the landing page. They can remain under the Resources category along with Awards and Newsroom. |
| Should Bert Maximus and Bert Qrious be separate pages or combined? | Keep separate pages. Include the Qrious network architecture diagram in the Maximus page and devices in the Qrious page for clarity and easy navigation. |
| Should "Founders Vision" appear as a new categorisation? | Yes. Understanding the evolution of the company through the founders' vision helps users connect with the mission and philosophy before exploring products |
| Is there any key focus area users must reach easily from the website? | Yes. The live demo experience should be prominently highlighted on the landing page as it strongly drives business conversions. |
Live demo experience must be a primary highlight for higher engagement and conversions.
Innovation deserves its own category to strengthen the perception of Bert Labs as a forward-thinking company.
Case studies can stay within Resources, alongside Awards and Newsroom.
Founders Vision should remain a dedicated section to humanise the brand and narrate its journey.
Introduce Innovation as a top-level menu item to showcase R&D, patents, and product advancements.
Create clear navigation between Bert Maximus and Bert Qrious, emphasizing their unique roles while keeping the ecosystem easy to understand.
Maintain a Resources section that combines case studies, awards, and newsroom updates with organized layout and filters.
Make the Live Demo experience visually prominent on the landing page with CTA buttons leading to demo scheduling or interactive product previews.
I then iterated on my initial version of the Sitemap, taking into consideration the findings from the Open Card Sort.
Considering the importance of the business objectives and the result-focused, fast-paced work environment of a startup, the design needed to be both adaptable and appealing to a wide range of industries and stakeholders in few weeks of time. I decided to work on mid-fidelity designs, which allowed me to iterate quickly and align with business priorities.
This approach helped me initiate ongoing discussions with my team at each stage about the Bert Design System preferences while also presenting the new structure and user flows of the website.
In a meeting with the team, I presented the solution as a basic prototype, showcasing the proposed structure, design direction, and user flow for initial feedback and alignment.
During the discussion, each team had the opportunity to share their preferences and priorities, often emphasising aspects specific to their work. With multiple innovation teams involved, the feedback initially pulled the focus in different directions.
Instead of leaning toward team and individual preferences, we helped align everyone by emphasising the importance of maintaining a business-focused perspective ensuring that design decisions support Bert Labs overall objectives and communicate our value effectively to external audiences.
We agreed that the website should demonstrate how the innovations translate into measurable impact for industries. I then outlined the next steps in the process:
I prepared for a usability test by writing down the test objectives, a usability test plan, questions and tasks.
Can users quickly scan and understand Bert platform solutions process through the vertical carousel on the homepage?
Do users clearly understand the industries Bert Labs is transforming within a short scan?
Is the section positioned effectively for maximum attention on both the homepage and individual product pages?
I conducted moderated (remote) usability tests with 5 participants: 2 engineers, 2 facilities manager, and 1 research designer. Three of the participants had prior familiarity with Bert Labs, while the other three were exploring the platform for the first time.
A clickable high-fidelity prototype of the redesigned website was tested. we analysed the feedback and prioritised issues based on frequency and severity. The major problems that required attention were:
Bert Labs had already established the Bert Design System, which was built around the existing logo and brand colors. Following this, I decided to use gradients and pastel tones for the cards, incorporating images within them to enhance visual appeal and consistency.
After resolving the usability issues in the next design iteration, I conducted another feedback session within the Bert Labs team. I presented the usability test insights and the resulting design decisions incorporated into the updated version. The team appreciated how I effectively integrated everyone's feedback, design preferences, and user needs into a cohesive and refined design.
Throughout the design process, I closely collaborated with all the Bert Nova team members, the design and development unit responsible for building and upscaling the Bert Labs website. We maintained continuous communication to align on core functionalities, technical feasibility, and scalability.
Given the fast-paced innovation cycle and multiple parallel projects, we collectively decided to phase out certain features for the next iteration of the platform.
The current redesign follows key usability and accessibility principles, ensuring intuitive navigation, clear information hierarchy. In future iterations, our focus will include:
Be part of the Bert Nova team, we ensured that every design decision was grounded in technical reality, maintaining a strong balance between innovation, scalability, and user experience.
The biggest challenge in this project was finding a balance between the business objectives of different Bert Labs divisions and the needs of the users visiting the website. Each team from Bert Maximus, Bert Qrious, Bert Nova, Bert Geminus, and Bert Optimus brought a unique perspective shaped by their innovation goals and technological focus.
I managed to align everyone by organising regular feedback sessions where I presented insights from user observations and usability findings. I clearly communicated my design decisions, emphasising how each step aligned with the overall business goals with the team to strengthen trust, demonstrate innovation, and simplify complex technological narratives for a broader audience.
Designing for such a diverse range of users and industries from operations heads and engineers and business leaders was both a challenge and a learning experience. The way the website presents Bert Labs innovation ecosystem, platform capabilities, and success stories had to be Technically intuitive yet powerful enough to showcase the company's vision.
Through continuous collaboration with the Bert Labs team, I learned how to translate complex systems and innovations into a clear, engaging, and scalable digital experience one that reflects the spirit of Bert Labs: innovation, integration, and impact.
