Erin 'Folletto' Casali Photo

Erin 'Folletto' Casali

UX Designer, Automattic


Erin Casali, known as "Folletto", is a product design director and startup advisor. She has an hybrid background in design, psychology, business, and technology. Her objective is to change for better the quality of life of the people through the products she designs and lead. She currently works in Automattic, maker of

She believes that "Simplicity is the ultimate sophistication", as Leonardo DaVinci reportedly said and her approach is to reach a focused simplicity through the existing complexity.

During her 17+ years of professional experience she designed consumer and enterprise products and services for millions of users worldwide in different markets — and with WordPress, 34%+ of the web. She worked with companies like Bank of England, Intesa Sanpaolo, Banca Sella, Unicredit, Nokia, Vodafone, Telecom Italia, Ferrari, and Benetton.

She co-founded Good 50×70, an international social communication project and Baker Framework, a platform to publish HTML5 books and magazines on the iPad.

She was a design partner in the startup WideTag where she 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.

She developed with Gianandrea Giacoma Motivational Design, a method that provides a theoretical approach and tools to deal with social dynamics and design social environments.

She took an advisor and mentor role in many startups over the years: Ernest, Impacton, Flythegap, PosterForTomorrow, Tallyfy, Pick1,, and

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