Shelley Taylor is the CEO and founder of trellyz, software that is transforming the way cities deliver services to the public, including the trellyz LifeSpots app and the RefAid app (for migrants and refugees). She is a native of Palo Alto California (that is the epicentre of Silicon Valley). She has tech running through her veins, has launched companies, succeeded (and failed), and has been part of tech startup culture for more than 20 years. She created the user interface bible, most of the language we now use to describe corporate websites, e-commerce features and functionality (like “global navigation” which literally did not exist before she made it up and got people to start using it). She’s the person who got Michael Dell to put a phone number on the website so people would stop abandoning the shopping cart. She diagnosed consumer diseases like “Mad Couch Disease” for interactive television, “Post Transaction Anxiety Disorder” and “Abandoned Shopping Cart Syndrome” for e-commerce and helped improve the dire state of user interface through the 90s and 00s. Lately she has been building her own tech companies instead of telling people how to do it better. She built the first DRM free music and digital entertainment site, and licensed music content legally when MySpace and Spotify were stealing it. She has built a ton of mobile apps. She has been living out of a suitcase since March 2017, literally building her current company country by country.