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Peijie Gu

MA work

"Score Everyone" : SSS - Social Scoring System

Score Everyone” is a critical project presenting the near future of a free world country where ordinary citizens’ daily lives are changed and manipulated as a result of major political powers gain increasing access to large, detailed private data sets. When big political powers are taking control of data through technology companies at a high system level as a national regulation, ordinary people will be evaluated by the principles based on massive averaged results from all personal interactions. These interactions become a transaction through a social judgement. Therefore certain groups of people are more likely to be marginalised within such a system, increasing the chances of societal polarisation.

SSS Social Scoring System would like to land the theme in a story composed of relatable human experiences within the system that illustrate immediately the grassroots level effects on individuals - including threats and tactics to overcome them. BOILING FROGS is a film, as a visual media outcome to tell this story and compliment this futurist narrative through provocative props in specific contexts.  Also, citizen survival guidelines is provided to those groups of people who are marginalised by the social credit system.

The research examples came from political scenarios in China like the 2020 social credit system. How relevant is a Chinese political model to the West? "Score Everyone" highlighted the relevant part of personal data collection and misuse in the  Chinese system and connected them with recent real examples of Western political manipulation which have dominated current events, validating the probability of future failings of political systems across the globe.


  • MA Degree


    School of Design


    MA Design Products, 2018

  • Peijie Gu is a product designer, graphic & politics news enthusiast and, most recently, the protestor of the SSS (Social Scoring System). Prior to coming to the RCA, Peijie worked in Shanghai as an Industrial Designer for PHILIPS Lighting and UX designer for INTEL RealSense camera. At the RCA Peijie focused on plausible future speculation and how design can be an approach to bring current social status into fictional reality scenes.

  • Degrees

  • BA Industrial Design, East China University of Science and Technology, 2015
  • Experience

  • UX Designer, Intel Corporation, Shanghai, 2016; Product Designer, Philips Innovation Ltd, Shanghai, 2015; Branding Designer, TotalBrand2, Shanghai+Taiwan, 2014
  • Exhibitions

  • Food Design Thinking, London Design Festival, London, 2017
  • Awards

  • Red Dot, Honourable Mention, Design Concept, 2014
  • Conferences

  • Publications