Principal Product Designer with
18+ years leading 0→1 design for creative tools and consumer products.
Every great product starts with a story — I design the first chapter.
Super IC, patent-holder, and mentor blending craft, empathy, and systems thinking to turn complexity into simplicity.
→ Currently exploring all things AI.
Trusted by:
CRICUT
Led design of the Cricut Joy app, reimagining the entire user journey for “creative non-crafters.” Designed guided projects, smart defaults, and real-time previews that made crafting intuitive & delightful.
0→1 DESIGN
iOS & ANDROID
2
Software Patents
81%
CSAT Rating
80%
MAU Subscriptions
HARDWARE/SOFTWARE
CRICUT
Led UX for Cricut’s first connected heat-press companion app, transforming a manual, error-prone process into guided, Bluetooth-powered simplicity. Designed activation, live project guidance, and extensible frameworks that supported future hardware.
Praised by users as “a game changer” and “incredibly easy to use.”
0→1 DESIGN
iOS & ANDROID
HARDWARE/SOFTWARE
GAP INC
Led UX for Gap’s store inventory and replenishment tool used in thousands of locations. Translated complex data workflows into simple, mobile-first interactions that improved store-level efficiency across the company.
0→1 DESIGN
RETAIL
39%
Reduction in Hidden Inventory
2500+
Stores in North America
ENTERPRISE
iOS
GOPRO
Redesigned GoPro’s on-camera interface for the HD Hero2 & Hero3 — readable, intuitive, and controllable with just two buttons. Created new frameworks that simplified navigation, supported multiple camera generations, and became the foundation for GoPro’s future UI.
FULL REDESIGN
B2C
$1.39B
Revenue After Redesign Launch
+$1.1B
Increase in Revenue Post-Launch
SCALABLE
"Having served as Beth’s manager and colleague for nearly two decades, I can unequivocally say she is one of the most talented UX professionals I've encountered. Beth's thoroughness sets her apart — she meticulously considers edge cases, grounds her work in solid user research, presents clear rationale for every aspect of her designs, and delivers solutions that elegantly balance user needs, business objectives, and technical constraints."
Gitta Salomon
UX Pioneer, Founder of Swim Studio, ex-IDEO, ex-Apple
"I am astounded at Beth's ability to lead a design vision, suffer every possible detail, stay rooted in a strong voice for the consumer and the user experience, while continually delivering prototypes that become the backbone for scope visualization and executive trade-off discussions.
Simply put, she does it all."
Stephen Henderson
Director of Product Management @ Cricut
"Of all the designers I have worked with in a 40-year career, I found Beth to be one of the very best and one of the people I wanted to work with day in and out.
Kendall Jefferson
Director of Software Engineering @ Cricut
"I have had the privilege of learning from and working with Beth, my design mentor and wise peer. I can confidently say she is a rare talent. From best practices to asking the right questions, Beth has taught me everything I know. When designing, she combines speed and precision, working like a shark—always moving forward with a keen eye for both the strategic vision and the dirty details. I wholeheartedly recommend her for any design challenge.
She IS the one you're looking for."
Noa Shneorson
Senior Product Designer @ The Infatuation
