Beth Roth → Product Design Leader & Strategist
I define North Star visions that rally organizations to build what’s next.
Curiosity about how emerging technology affects users has driven my 16-year career.
Early in my career, I taught myself HTML5 and CSS3 to build a startup’s first responsive e-commerce site. Most recently, I led the vision for how AI will transform servicing at a Fortune 100 financial institution.
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.
Case studies: Transforming applications →
How my team at Capital One defined a North Star vision for Card Servicing, secured senior leadership buy-in, gained CEO and board support, and began bringing the vision to life.
01 / Vision
Capital One 2023 – 2024 (5 months)
Setting the North Star
3 concepts and a vision statement gave every Card Servicing team a clear direction on what to build next.
02 / Strategy
Capital One 2024 – 2025
Defining the roadmap
10 target-state capabilities identified through agent research built the plan for evolving a legacy servicing application.
03 / Execution
Capital One 2025 – 2026
Piloting AI capabilities
8 test-and-learn pilots turned the vision into an enhanced tool for frontline agents.
Case studies: How I lead →
People
I build teams that trust each other and hold high standards. I’ve coached designers through their first executive presentations and had hard performance conversations with honesty and care. I know what it takes to help people lead when the stakes are high.
Process
I bring structure to ambiguity. I create rituals and frameworks that keep teams grounded through change and connect user needs to business goals, so the work scales beyond any one project.
Projects
I lead bold, messy, meaningful work. I help organizations define the vision, align partners across product, engineering, and the business, and turn it into real tools. Most recently, that meant taking a five-year AI vision to pilots in production for frontline agents.
Writing
Designing in the Age of Curiosity, Complexity, and AI
2025, What attending Config reignited and where I’m taking it next.
Speaking
Designing AI for Moments that Matter: Building experiences customers want
The AI Summit New York 2025, Javits Center
Day 2 GenAI Stage Keynote