Davide CasaliI’m Davide Casali, better known as “Folletto”, an user experience director and startup advisor with a hybrid background in design, psychology and technology. My objective is to change for better the quality of life of the people through the products I design and lead. I currently work in Automattic, maker of WordPress.com.

I believe that “Simplicity is the ultimate sophistication”, as Leonardo DaVinci reportedly said and my approach is to reach a focused simplicity through the existing complexity.

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

During my 11+ years of professional experience I designed consumer and enterprise products and services for more than 2 million users worldwide in different markets. I worked with companies like Bank of England, Intesa Sanpaolo, Banca Sella, Unicredit, Nokia, Vodafone, Telecom Italia, Ferrari, and Benetton.

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

I was a design partner in the startup WideTag where I led the WideNoise product, listed in Compasso D’Oro selection, the ADI Design Index 2010, and selected in the Top 10 Internet of Things Products of 2009 and today opensourced as part of EveryAware, a foundation to monitor the european environment in a social way.

I’m currently advisor of FlythegapPosterForTomorrow, TallyfyPick1 and Tonight.eu and evangelist of Hunie.co.