Erin Casali
Erin Casali, known as “Folletto”, is a senior product design director and coach. She has an hybrid background in design, psychology, business, and technology with a people-centered approach. Over the years, she has built products and helped businesses transform by trusting people and giving them agency, and by clarifying goals, with a firm belief in transparency and diversity. Her objective is to change for the better the quality of life of people through the businesses and products she designs. She currently works at Xero, and was previously at Automattic, the company behind WordPress.com, Tumblr, Jetpack, WooCommerce, and many other products.
During her 17+ years of professional experience she has 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 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.