Engineering Human Behavior.
Semi-Massive is a product innovation lab dedicated to the intersection of Behavioural Science and System Architecture.
We do not build "websites" or "apps." We build digital infrastructure that shapes how people interact, trust, and transact. Our thesis is that the most successful products of the next decade will be those that successfully translate AAA game mechanics - progression, agency, and flow - into utility software.
How We Build.
Our output is defined by a rigorous three-pillar protocol:
01. Systems over Screens
We design underlying incentive structures first. The UI is simply the rendering of the logic.
02. Privacy as Architecture
We reject surveillance capitalism. We build Client-Side First (WASM/Local LLM) to ensure user data sovereignty.
03. Validation Velocity
We move from hypothesis to Alpha in weeks. We believe the only valid data comes from live users, not prototypes.
Leadership
Nick Strine
Founder & Principal Product Designer
Nick is a Product Design Leader with 25 years of experience shipping global platforms.
Before founding Semi-Massive, Nick led UX Systems for Ubisoft (XDefiant), delivering engagement loops for 12M+ players. He was a Founding Designer at StartVR (backed by Meta) and has directed digital products for major brands including Wargaming and Ogilvy.
He specializes in 0-to-1 product architecture, scaling design teams, and integrating complex AI systems into human-centric interfaces.
Let's explore how your product can evolve.