Hello! I’m Beth Roth. I’m an experience design leader focused on building better servicing experiences—for the people who use them, and the people who make them.
I lead with empathy, clarity, and structure, helping teams navigate complexity, bring big ideas to life, and stay grounded in what matters most: the humans on both sides of the experience.
Right now, I lead a team focused on GenAI-enhanced internal servicing platforms for one of the country’s largest financial institutions. From foundational research to future-state visioning to cross-org alignment, my work spans strategy, delivery, and everything in between. I’ve helped shape multi-year roadmaps, simplify fragmented systems, and design with purpose at scale. Along the way, I’ve earned the trust of executive leaders—my work has even been called “jaw-dropping” and “game-changing” by the CEO.
How I Got Here
I didn’t take a straight path—but every step shaped how I lead and design today. After earning my BFA in Graphic and Interactive Design from Temple University’s Tyler School of Art, I took a u-turn into front-end development, moved into product design, and eventually deepened my skills through research, service design, and strategy.
That blend of experiences made me a holistic thinker—someone who can zoom into the details, zoom out to see the system, and stay grounded in the needs of the user at every level.
I’ve had the privilege of designing for a wide range of clients, from start-ups like Pet360 (now Chewy.com) to large organizations in pharma, HR, entertainment (Comcast), and financial services (Vanguard, Barclaycard, and Capital One). Each chapter taught me something new about collaboration, complexity, and the impact of thoughtful design.
How I Lead
I lead by investing in people. I set a high bar for clarity and craft—but I also create space for stretch, learning, and reflection. I care just as much about how we get the work done as I do about the outcome itself.
Whether I’m guiding teams through ambiguity, coaching a designer to find their voice, or helping partners align around a shared vision, I show up with intention, empathy, and a clear point of view. I’m passionate about building better experiences—but even more so about making the team stronger.
Outside of Work
When I’m not coaching my team or building strategy decks, I’m probably squeezing in a run, cheering from the sidelines for one of my two kids, or plotting my next garden project. I’m married to an AP Physics teacher who also coaches cross country, indoor, and outdoor track—and who sparked my own love of running.
When I finally slow down, you’ll find me crocheting or working my way through a growing stack of books. There’s always something in progress—and that’s just how I like it.
WHAT MY COLLEAGUES ARE SAYING ABOUT ME
“Beth is one of the most caring, intuitive and detailed people I have ever worked with, which gives her very strong tools for leading projects and teams.
Beth is a compassionate and thoughtful contributor to the overall team environment. She actively engages in other’s work to provide feedback, find connection points, and help strengthen work for all. She is fast to celebrate contributions and wins of her teammates. And she creates a feeling of belonging and camaraderie in the way she takes time to keep track of people’s milestones, favorite snacks, or when they might need a little boost. This inherent care for others makes her an ideal team lead – as you can ensure she will always have her team’s emotional health at front of mind.”
“Beth has repeatedly stepped into the void with me — diving headfirst into complexity of organizational structure and people, visions and customer empathy research. I love having her as a partner because she’s incredibly adept at taking that complexity and mapping it out to tell a story that brings the pieces together in a compelling, thoughtful, and inspirational way. She has a wide aperture for things that she has worked on or adjacent to and pulls it in to add color and grounding in the work that she does.”
“Beth consistently and proactively uses her design research expertise to champion research-backed customer experience vs. shooting from the hip/gut. This lends credibility to our work with product and tech partners and ensures the experiences we design will meet the needs of our customers. Beth is a ready and willing collaborator. She naturally and proactively connects dots between past/current work and the particular problem space.”
Areas of practice
People leadership
User Experience Design
User Interface Design
Interaction Design
Responsive Web Design
Service Design
Design Strategy
Design Thinking
User Research
Usability Testing
Prototyping
Front-End Development
Tools
Figma
Lucid
Sketch
Mural
Adobe Creative Cloud
Axure
Google Suite
InVision
OmniGraffle
Brackets
Git
All the post-its and sharpies
CERTIFICATIONS
Disruptive Strategy: Harvard Business School Online
UX Certification: NN/g Nielsen Norman Group
6 courses completed:
Designing Influence
Persona: Turning User Data into Human-Centered Design
Service Blueprinting
Managing User Experience Strategy
Measuring UX and ROI
Storytelling to Present UX Work