I help people, products, and organizations grow on purpose. 

After a decade shipping 0-to-1 experiences at Dell, IBM, WHOOP, and now Articulate, I’ve learned that the most impactful way to move a business forward is to unlock the humans inside it. Today, I lead design for AI creator tools at Articulate, shaping how thousands of people build impactful learning experiences with the help of intelligent systems. 

Every one of those jobs has honed me into the design leader I am today. At Dell (formerly EMC, acquired in 2016), I was the founding designer for CloudIQ, data storage monitoring software still sold today. There, I learned to design for highly technical users who already knew their domain better than I ever would. My job wasn't to second guess their expertise, but to use data visualization to help them spot the abnormalities that needed attention before it became a real problem.

At IBM in 2017, I got my first real exposure to integrating AI in product, helping incubate tools aimed at reducing bias in hiring at scale. That's where I learned what actionable empathy actually looks like: research deep enough to earn trust from the experts in the room, then productized fast enough that we could learn what worked and drop what didn't, without losing sight of the people we were building for. From there the scope widened past just acquiring talent, into multiplying that talent's impact through learning and career pathways for everyone from frontline employees to executives planning succession. I like to joke that these 4 years were the cheat code into being a great boss when I finally stepped into my first design management role in 2021.

WHOOP is really where my leadership era started. I moved from senior designer on the WHOOP Teams and enterprise experience into running the internal UX function for two years. Now, since 2024 I’ve been leading AI creator tools at Articulate across Rise, Storyline, and beyond, all of that still shows up in how I work. Every image, video, or content creation workflow my teams’ design has to hold space for two very different needs: someone who just wants one quick asset, and someone trying to build an entire course from scratch, where the line between probabilistic and deterministic branching isn't academic. It's the difference between a learner who actually feels engaged and one who's just clicking next.

But if you really want to know what makes me tick? 

Advancing my design practice isn’t something I leave at work. I’m always pursuing a side quest or two, whether that’s designing a monster-taming RPG, advising early-stage startups, or even helping shape the curriculum for a graduate course. Lately that's also meant showing up more in the design community. Speaking, writing, and eventually, I hope, authoring a book, because the best ideas don't do much good staying in my head.

One thing is a constant through these tinkering—I adore learning. Designing for it, mentoring through it, and staying in it myself.

I believe in design that respects both emotion and execution, and in leadership that balances direction with spaciousness. As I continue to hone my leadership style, I’m learning that the real craft is knowing when to lean in, and when to step back.

If you’re building something meaningful and need a thoughtful sparring partner, I’m always looking for an excuse to chat with cool people. Say hi!

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  • As designers, we have an ethical responsibility to do our homework on the people we’re serving. While we can speak to our expert craft and design decisions, we must also recognize that user needs and challenges differ across every project. We can’t rely on our own worldview to accurately determine what to design and how it should work for those with different backgrounds. Through the habitual practice of conducting and elevating user research, I’ve found that transitioning from opinion-based to evidence-based design is one of the most liberating things we'll do for ourselves as designers.

  • The best experiences with products or services consider not only quantifiable measures that move the business forward like ROI and DAU, but also establish a positive relationship between humans and technologies. Not every interaction will be a delightful one, but when we approach problems with empathy and humility, we foster satisfactory engagements that bolster the future of technology as an augmentation our human experience. I'm excited to bring frameworks for purposefully designing relationship arcs between humans and technology to guide teams toward promoting ethical futures through the use of our technology.

  • The hardest problems we tackle are too complex and multifaceted to be meaningfully solved alone. Bringing together diverse teams of individuals from a wide range of backgrounds prime us to generate value that serves the masses. Through design thinking and human-centered methods, I lead workshops and facilitate activities that help teams navigate uncertainty with a growth mindset, turn constraints into creative leverage, and amplify perspectives that might otherwise go unheard.

  • It’s deceptively easy to get trapped in our annual roadmaps and never-ending backlogs in ways that obstruct our ability to adapt to new information. Speculative design methods create space to pause, question, and reframe the long-term value of the ideas driving us today. By grounding our decisions in the real-world context of the people we’re designing for and understanding what truly motivates them, we can move beyond industry playbooks, imagine bolder futures, and choose the paths that are actually worth building.

Don’t just take my word for it…

  • Alyssa Carofano, Head of Strategic Program Operations at WHOOP in 2024

    “One of the qualities that sets Beth apart is her unwavering commitment to putting the team first.

    Her dedication to fostering a collaborative and supportive environment has significantly contributed to our team's cohesion and success. It's evident that she prioritizes the collective goals and well-being of the team, ensuring that everyone feels valued and included at all times. What truly stands out is her ability to lead with a genuine, fun attitude, even amidst a chaotic or stressful environment. Her positive energy is infectious, creating an atmosphere that inspires creativity and camaraderie.

    Her approach brings a sense of joy to the workplace, making it a more enjoyable and productive space for all of us. Her authenticity and warmth contribute to building a strong team culture, where individuals feel comfortable expressing their ideas and collaborating effectively.”

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    Emily Smith, Product Manager for Sleep & Recovery at WHOOP in 2024

    “I always look forward to my meetings and workshops with Beth. She is a powerhouse within user experience and always brings a fresh perspective around how to solve a particular problem. She is a kind and uplifting force when a project may feel stuck. Beth does a great job of proposing options and ideas for finding the best solution for the member at whoop. Her thoughtful presentations during onsites around member interviewing, creating stories, and identifying member journeys are always so appreciated and she truly is always helping those around her learn more by being able to work with her. She is always willing to take the time to explain her thought process or the reasons behind decisions, and is always doing it with such a positive attitude and outlook!”

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    René Bautista Rivera, UX Designer at IBM in 2021

    “Honestly, Beth is probably one of the top 3 designers I've ever met in my entire career, not just because she's great at designing, but also because she's a kind, charismatic, empathic, and super hard worker.

    Beth was my mentor for about 2 years, and I couldn't be happier and more grateful to her. She made my transition into IBM quite smooth and always was there to help me when needed. I truly wish there were at least one Beth at each company, I'm sure it would make it so much better working there.
    Beth has a set of incredible skills, amazing communication skills, she's a natural leader, also has a great designer eye, and an amazing attitude for helping others, she inspired me in so many ways and so different levels that I can not say anything else to her other than thank you so much!”

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    Norman Stolzoff, Director of User Research at WHOOP in 2022

    “From the moment I first started working with Beth, I was impressed by her professional approach, her passion for human-centered design, her drive, and the way she leverages her extensive experience and technical knowledge to her current work building a foundation of valuable products for the Enterprise team.

    She is a natural service leader with high EQ who combines a strategic mindset of seeing the big picture while having a high degree of focus on process and execution. She has a range of tools to draw on and uses them effectively to lead design thinking sessions, frame project objectives, and manage product development initiatives. She has an extraordinary ability to know how and when to bring in teammates with complementary skills/experiences to amplify her efforts and get a diversity of opinions. She manages up and down and cross-functionally with ease and high effectiveness.

    Her design work and understanding of the Whoop user experience is top-notch! She is setting a standard of using UX research to drive the design of products that will enable the Enterprise team to deliver value to its customers.”

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    Claire Kelly, Senior Employee Experience Designer at IBM in 2021

    “Beth is a force; she is an incredible product designer, imaginative design strategist, and unparalleled collaborator.

    She led the design of a global IBM product with the ease of someone who is genuinely motivated by her users, and is comfortable treating her work as an ever-growing and iterative experience. Beth's strong communication skills were also invaluable when we brought two design teams together to launch an integrated product. It was nothing but a pleasure working with Beth - she will be missed!”

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    Allie Jehle, UX Designer at IBM in 2021

    “I had the privilege of working with and learning from Beth during our time together at IBM.

    As our HR Design team lead, Beth consistently went above and beyond to create and contribute to a positive team environment inside and outside of her product teams. She took a personal interest in learning as much as she could about the company's design philosophy and readily shared that knowledge with me as my mentor, and for that, I am extremely grateful. Beth has a passion for pushing new boundaries in design with enthusiasm and valor, and that is a quality I not only feel is extremely hard to find but a quality I aspire to develop in myself in the future. She has been a key resource and leader on projects that transform outdated ways of working and is a true catalyst for change. Her work speaks for itself—Beth is one of the most talented designers I've ever worked with and I highly recommend her to anyone who has the opportunity to connect with her.”