Davide Casali, better known as “Folletto”, is a user experience director and startup advisor. He has an hybrid background in design, psychology, business, and technology. His objective is to change for better the quality of life of the people through the products he designs and lead. He currently works in Automattic, maker of WordPress.com.
During his 15+ years of professional experience he designed and consulted for consumer (B2C), enterprise (B2B) and internal products, reaching more than 6 million users worldwide in different markets and industries. He worked with companies like Bank of England, Intesa Sanpaolo, Banca Sella, Unicredit, Nokia, Vodafone, Telecom Italia, Ferrari and Benetton.
He co-founded Good 50×70, an international social communication project and Baker Framework, a platform to publish HTML5 books and magazines on the iPad. He developed with Gianandrea Giacoma Motivational Design, a method that provides a theoretical approach and tools to deal with social dynamics and design social environments.
He was a design partner in the startup WideTag where he led the product design of WideNoise, listed in the Compasso D’Oro selection, the ADI Design Index 2010, and selected in the Top 10 Internet of Things Products of 2009.
In Automattic, he crafted many facets of the WordPress.com experience – from the overall navigation and design patterns to the customization and themes showcase experiences – he was directly involved in the multi-year project Calypso, the open source WordPress.com infrastructure. He also contributed as a designer to multiple releases of WordPress.