Beth Roth
Design Strategist. Visionary. Leader.
The problems I like solving are the ones that challenge conventional thinking.
Early in my career, I taught myself HTML and CSS to build a startup’s responsive e-commerce site (Pet360, 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 through 8+ pilots.
For over a decade I've untangled internal tools, and for the last five years I've built the team that does it, growing from 2 designers to a team of managers, ICs, and contractors.
Case studies
Defining the North Star and transforming a legacy servicing application
Three case studies showing the three year progression of gaining SVP buy-in to build a North Star vision for Card Servicing, CEO and board advocacy for going after it and the approach for implementing it.
01 Vision Capital One 2023 – 2024
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.
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. Customer research, with frontline agents, defined 10 target capabilities and was presented to 10,000+ associates by the President of Card.
Bringing the vision to life: Piloting 8 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 8 pilots. Real-time compliance alerts, call transfer summaries, semantic search and self-service guidance launched to full production.
Older case studies
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Capital One
Vanguard
Barclaycard
Comcast
Pet360/Chewy
I’ve designed for
Speaking and thought leadership
Past engagements
Designing AI for Moments that Matter: Building experiences customers want
The AI Summit New York, Javits Center • NYC | December 11, 2025
Day 2 GenAI Stage Keynote
Visual Design CoP Panel
Internal Leadership Panel • Virtual | February 2025
Behavior-Based Servicing in Conversational Experiences
Voice & AI Summit, Arlington • VA | October 2024
Highly attended session
Recent Writing
Designing in the Age of Curiosity, Complexity, and AI: What attending Config reignited — and where I’m taking it next | Medium | May 2025
Additional corporate work
Apple Rewards: Barclaycard rewards redemption
Priceline Rewards: Barclaycard rewards redemption
Decision Quest: Internal statement offer generator
Vanguard Labs: Multivariate testing prototype
Endo Pharmaceuticals: Informational website