Chert

Making iMessage infrastructure easy to understand

Chert provides infrastructure that lets companies build AI-powered conversations on iMessage. It handles things like sending and receiving messages, routing replies, webhooks, fallbacks, and integrations.

The product is pretty technical, but the idea behind it is actually quite simple: use iMessage as a channel for business workflows.

The Challenge

The main challenge was explaining what Chert does without getting lost in the technical details.

API infrastructure isn't the easiest thing to show on a website. There are APIs, webhooks, phone number pools, routing, integrations, delivery states, and a lot happening in the background.

But most visitors don't need to understand all of that immediately.

They need to understand what Chert enables.

The Design

I made the actual iMessage conversation the main visual language of the website.

Instead of relying on generic illustrations to explain the product, the website shows conversations happening in real time — booking meetings, answering questions, following up, sending files, and moving workflows forward.

That makes the product much easier to understand without having to explain every technical detail.

Showing the Product in Action

A big part of the experience is showing different ways Chert can be used.

Onboarding, customer support, AI agents, outbound sales — each use case is presented through an actual conversation rather than just a feature list.

This also helps communicate one of the strongest parts of the product: the interaction feels like a normal iMessage conversation.

The Result

The final direction keeps the website focused on the thing that makes Chert interesting in the first place — the conversation.

Instead of trying to make infrastructure look complicated, the design uses simple iMessage interactions to show what is happening behind the scenes.

Technical product. Simple story.