I create digital social experiments to explore the small forces that shape the way people think, choose and behave. Every project begins with a question about human behavior rather than an idea for a new application. The question may concern trust, identity, curiosity, cooperation, fear, desire or the way we understand other people, but the starting point is always human.
The software comes later. It is built only when it can transform that question into an experience that anyone can understand and participate in. The applications may change completely from one experiment to the next because they are not the final product. They are the environments in which a behavior can be observed, challenged or pushed far enough to reveal something interesting.
Each experiment is designed to feel simple on the surface and intelligent underneath. It should create curiosity before explanation, invite people to take part rather than watch from a distance, and leave behind something worth discussing. The aim is not to make people feel as though they are participating in a formal study, but to give them an experience that makes them pause, react and perhaps see themselves or others differently.
The story does not end when the application is released. I document the original question, the decisions, the construction, the unexpected problems, the public reaction and what the experiment eventually reveals. Every project becomes part of a continuing cycle in which an experiment creates a story, the story creates a conversation, and that conversation helps shape what comes next.
This project is therefore not a software company, a collection of startups or a technology blog. It is an ongoing body of digital social experiments created and narrated by Simone Perugino. The applications will come and go, while the larger journey remains the same: finding unusual ways to explore familiar human behavior and turning each new question into an event people want to experience, discuss and remember.
