Andy Welfle

Content design leader and author

Twitter | Mastodon | LinkedIn | Website

Email: andy@welfle.com

Last name pronounced WELL-flee

👨‍🎓 Education

Indiana University

Bachelor in English Minor in Journalism


About me As a content strategy professional with more than a decade of experience, I’m deeply interested in helping digital teams create useful, usable, responsible content. In 2020, my co-author and I published Writing is Designing: Words and the User Experience, one of the first books about UX writing and how writing is a design discipline.

👨‍💻 Experience


Staff Content Designer April 2023 to present

In my grand return to IC work, I’m working on a small but mighty content design team at this innovative autonomous car ridehail company. I set up processes and practices for terminology management, naming at scale, and worked on onboarding and messaging for an experimental driverless wheelchair-accessible vehicle. As the generative AI lead, I use LLMs and other AI tools and teach my colleagues how to do the same. design.getcruise.com →


Senior Manager and Practice Founder, Adobe Design Content Strategy January 2017 to February 2023

As Adobe Design’s first content strategist, I stood up a practice, working on apps ranging from well-known professional creative tools to enterprise-level business analytics apps. I recruited, hired and built Adobe’s first content design practice, taking it from one full-time practitioner (me) to 12 in five years. I built relationships with design and product leaders to advocate for resources and establish a practice. I created infrastructure and developed processes to scale our practice and to integrate content design into the overall design team’s engagement model.

adobe.design →

Facebook ahem, Meta

Content Strategist December 2014 to January 2017

I joined Facebook’s (at the time) small but growing content strategy team as the first full-time CS for the Search team to design experiences for Post Search. I created messaging experiences for awareness and education for Post Search, typeahead and autocomplete interactions, search results pages, and more.

Meta content design →

Reusser Design

Content Strategist September 2011 to December 2014

Responsible for developing sound, dynamic content strategy. Worked with clients and developers to go beyond the WYSIWYG to create custom content structures, perform audits of existing content and direct content collection. Performed internal marketing efforts and managed social media channels.

reusserdesign.com →