ensuring technology is solving a core user problem.
peeling back the layers of policies and procedures to remap and simplify the journey.
aligning senior leaders and cross-functional partners around a shared vision.
Beth Roth → Product Design Leader & Strategist
I build strategies and North Star visions that define and align roadmaps. I find the core problem that unlocks simplified experiences, tell the story so everyone can believe in it, and keep the team moving until it ships.
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 grown my team from two designers to a mix of managers, ICs, and contractors.
Defining the North Star and transforming a legacy servicing application
Case studies: Transforming applications
Three case studies showing the progression of gaining senior leadership buy-in to define a North Star vision for Card Servicing, CEO and board advocacy for going building 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.
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.
Building the roadmap: Crafting the plan for transforming a legacy servicing application
02 Strategy Capital One 2024 – 2025
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.
Writings
Designing AI for Moments that Matter: Building experiences customers want
The AI Summit New York 2025, Javits Center
Day 2 GenAI Stage Keynote
More about me
Designing in the Age of Curiosity, Complexity, and AI
2025, What attending Config reignited and where I’m taking it next.
Speaking
