Shelly D. Farnham is the co-founder and social architect at Waggle Labs, which develops innovative social applications. Shelly received her Ph.D in social psychology at the University of Washington and performed research and advanced prototyping for seven years at Microsoft Research, focusing on social networking, mobile social coordinate, and personal analytics. In 2005 she left to consult with startups and teach the social web at the University of Washington before co-founding Waggle labs in 2007.