Andrea Zeller is a seasoned UX leader with over 20 years experience. She earned a B.F.A. from NYU in Film and Television and an MA from University of Washington in Digital Media. After spending a decade working on documentary films and videos, she led photo and content strategy teams at Expedia. After teaching at the University of Washington for three years, her class turned into the first online certificate program for Storytelling and Content Strategy. Her first career as a filmmaker allowed her to think about perception and participation in experiences, which led to early thinking about writing beyond the screen.  This passion extended to thinking about what fosters safe and respectful experiences in VR and AR at Meta. Most recently she has been leading content design for e-commerce at TikTok. She lives in Seattle with her husband, two kids, dog and cat.