Beth Roth
Product Design Leader. Strategist. Visionary.

I build strategies and North Star visions that define and align roadmaps.

I start with research, identify the opportunities that matter most, and build advocacy across the organization, from cross-functional partners to senior leadership. This shared momentum is what turns ambitious visions into new roadmaps and carries the work from ideation to delivery, creating experiences that feel effortless.

Early in my career, I taught myself HTML and CSS to build a startup’s responsive e-commerce site (Pet360, acquired by PetSmart, now Chewy.com) that I designed.

Sixteen years later, I defined the vision for how AI will transform servicing at a Fortune 100 financial institution (Capital One), designed the future-state concept for human agents to support customers with superhuman insights across channels, and then led multiple cross-functional teams to bring that vision to life.

For more than a decade, I’ve designed the internal tools that servicing agents rely on to support customers.

For the last five years, I’ve built the team behind them, growing it from 2 designers to a team of managers, ICs, and contractors.

Case studies: Transforming applications

Defining the North Star and transforming a legacy servicing application

Three case studies showing the three year progression of gaining senior leadership buy-in to build the North Star vision for Card Servicing, CEO and board advocacy for going going after it and the approach for implementing it.

01 Vision Capital One 2023 – 2024 (5 months)

Defining the North Star: The 5-Year Servicing Vision for Capital One’s Credit Card

Defining how AI would transform Card Servicing led to 3 concepts and a vision that gave every team clear direction on what to build. The CEO of Capital One took it to the board and shared it at the annual strategy session.

Customer Servicing Vision →

Building the roadmap: Crafting the plan for transforming a legacy servicing application

02 Strategy Capital One 2024 – 2025

The strategic plan for evolving a legacy servicing application to bring the North Star Vision to life. Research, with frontline agents, defined 10 target capabilities and was presented to 10,000+ associates by the President of Card.

Servicing Platform Vision →

Bringing the vision to life: Piloting AI capabilities within a legacy servicing application

03 Execution Capital One 2025 – 2026

Proving the value of AI and turning the vision into a real tool for frontline agents through launching various rounds of test-and-learn pilots—real-time compliance alerts, call transfer summaries, semantic search and self-service guidance launched to full production.

Servicing Platform Pilots →