About

Working with SuperFriendly is a quick and effective way to level up your team’s design system prowess. We bring bajillions of years of experience to teaching product teams how to work at scale through fun and functional design systems.
Dan Mall

Dan Mall

Partner, Design & Technology

Dan has been a creative director, designer, and developer since 1998. He has taught design systems and collaboration at public conferences, private client engagements, as higher education instruction, and on many podcasts and videos. Dan’s superpower is getting people excited, even when there’s challenging work ahead.

Dan met his wife Emily when they were both in 5th grade. Together, they raise daughters Siddalee and Charlotte, yorkshire terrier Max, and mini sheepadoodle Matilda just outside Philadelphia, PA.

Dan finally learned how to swim this past summer.

Former jobs: CEO, Interactive Director, Designer, Web Strategist, Merchandiser, Sneaker Sales Associate, Moon Bounce Attendant

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Crystal Vitelli

Crystal Vitelli

Partner, DesignOps & Production

Crystal has been caring for teams at digital agencies for over a decade. In addition to scaling design organizations and product teams, she's produced many successful digital projects from big web builds, native apps, and web apps to large scale pattern libraries and enterprise level design systems. Her superpower is tying themes together to reveal a clear and simple path forward.

Crystal is mom to rambunctious boys Lucas and Judah and wife to artist, musician, and fabricator Nick. They enjoy sunshine and warm weather year round in Jacksonville, FL.

Former jobs: Head of Strategy, Head of Ops, Digital Producer, Barista, Fruit Farmer

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