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Leadership What it all tees up.

Real craft is knowing when to lean in and when to step back.

I grow teams, build the systems that lead evidence into decisions, and help organizations make the calls that matter. This is the scope of that work, the track record behind it, the principles I lead by, and what the people I’ve worked with say.


What I lead Where the work sits: strategy, systems, teams, and the decisions that connect them.
  • Product direction

    Turning customer insight into a sharper product bet. At WHOOP, I reframed the design target from fitness enthusiasts to everyday wellness seekers; the resulting IA work informed more than half of the 2024 roadmap.

  • AI product strategy

    Designing how AI changes the product, not just where it appears. I lead AI creator experiences across a creative suite for learning designers, from single-asset generation to end-to-end course building. At IBM, I launched Watson-powered candidate matching in 2017.

  • Research infrastructure

    Turning research from an event into infrastructure. I built systems that kept teams in regular contact with customers, sustaining 2–5 engagements a week. At WHOOP, that included a 921-member paid research panel that compressed studies that once took 8 weeks into decisions made as quickly as 4 hours after the first customer interaction.

  • Team building

    Building stronger teams through hiring, coaching, and clarity. I rebuilt a team through layoffs and a hiring freeze, hired three senior+ UX roles, and conducted 100+ interviews; designers I coached reached senior promotion within a year and a 33% raise within two months.

  • Quality systems

    Turning “good design” into a standard teams can actually measure. I introduced WHOOP’s mobile System Usability Scale OKR, reaching 82 by Q4 2023, and now use shared decision criteria to make AI output quality part of the shipping process.

  • Organizational decision-making

    Creating alignment without forcing the ceremony. I’ve led 100+ cross-functional workshops, adapting how I facilitate to the culture, language, and decision-making habits of each business rather than imposing a fixed framework. At IBM, that approach helped secure $1.2M in MVP funding from the HR Executive Board.


The evidence Influence and impact, across roles.

What changed while I was in the room.

Articulate Senior Manager, Product Design · 2024 – presentSr. Manager · 2024–now
~2×Led design for AI features as weekly active AI users nearly doubled in 2026.
2to18designersGrew AI design from 2 specialists to an 18-designer AI-first practice since January 2025.
3pillarsEmbedded UX research and writing across 3 pillars, with weekly research inside the launch sprint.
WHOOP, the UX function Product Design Manager · Jan 2022 – Mar 2024Manager · 2022–24 Leadership story →
+133% DAUDaily active users grew from 290,980 to 679,190 over two years (a shared-credit correlation).
82SUSAchieved an 82 System Usability Scale score after establishing SUS as a quarterly company-wide OKR.
0designer attritionZero designer turnover in my first 18 months managing a team that had previously averaged two departures a month.
8wksto1wkReduced research turnaround from 8 weeks to 1 week while scaling velocity to 2–5 user studies per week.
91.1% retentionIncreased 4-week user retention rate from 88.1% to 91.1%.
50%+ roadmap impactInformed over half of the 2024 product roadmap through a complete mobile app information architecture overhaul.
WHOOP Unite Senior, then Lead Product Designer · Apr 2021 – Sep 2022Lead designer · 2021–22 Case study →
19% capabilityIdentified that only 19% of members felt capable of improving sleep quality, launching a new UX strategy.
5months to MVPDelivered the initial enterprise MVP to Customer Success within 5 months as 1 of 4 founding B2B employees.
90%+ migrationSet up >90% of the B2B customer base to migrate by mid-2022 following task-time discovery research.
IBM Product Designer, then Senior Product Designer · 2017 – 2021Senior designer · 2017–21
$1.2MMVP funding won from IBM’s HR Executive Board for Your Career at IBM
70%of the global IBM workforce onboarded by 2021; $3.6M saved in the first 150 internal job matches
−50%average hiring cycle time in 2018, to six weeks across 40 disciplines, with the AgileTA suite
Dell Technologies User Experience Designer · 2015 – 2017UX designer · 2015–17
3minto configure onboarding for up to 1,000 data storage systems at once, in the CloudIQ MVP I launched as its solo designer
5to1infrastructure health categories unified into a single 0–100 score, turning complex system data into clear Good, Fair, and Poor priorities.
3critical friction points quantifiedresearch turned hidden usability problems into measurable design priorities across diagnosis, chart interaction, and terminology.

Figures from my résumé and case studies. Business outcomes like DAU growth took dozens of contributors; I offer them as correlation, not sole credit.

How I lead

I believe in leadership that balances direction with spaciousness.

The story behind this belief ↗
  • Lead from the front, not above it.

    The way to raise the bar in a moment of rapid change is not to direct from a distance. It is to be in the work, prototyping, critiquing, and naming patterns, so the team can co-create what the standard actually is rather than hear about it in theory.

  • Earn the right to take the big swing.

    Patiently building trust with leadership on the small decisions is what makes room for the big ones. Bold moves happen after months of making people confident enough to trust a high-risk bet.

  • Develop opinions on what the technology earns the right to do.

    The hardest design problem in an AI-native product is not deciding what to build. It is forming a clear view on where the technology should lead, where it should assist, and where it should stay out of the way—and building the conditions for that view to survive beyond any single project.

  • The person in the middle holds the platform together.

    Vision without constraints is a wishlist. Constraints without vision are just maintenance. The highest-leverage design work happens when someone can hold the product ambition and the technical reality at once, then turn the tension between them into a coherent direction.

In practice

The WHOOP story shows these at work: the cultural reframes the team made, the workshop principles, and what I would do differently next time.

Reframes, workshops, reflections →

In their words I asked eight people I’ve worked with what they’d trust me to lead again.
“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.”
Norman StolzoffDirector of User Research, WHOOP · 2022
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“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 and 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.”

“What truly stands out is her ability to lead with a genuine, fun attitude, even amidst a chaotic or stressful environment.”
Alyssa CarofanoHead of Strategic Program Operations, WHOOP · 2024
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“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.”

“She is a kind and uplifting force when a project may feel stuck.”
Emily SmithProduct Manager for Sleep & Recovery, WHOOP · 2024
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“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!”

“It is quite clear how much thought Beth puts into even some of the smaller adjustments.”
Mikey DraineSenior Technical Recruiter, WHOOP
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“I think it is incredibly evident how much Beth cares about what goes into hiring for her team. We have put a ton of time this past year into making changes and edits to our processes and how we think about interviewing, evaluating, and hiring and it is quite clear how much thought Beth puts into even some of the smaller adjustments. Beth has had no shortage of helpful resources in the form of Figma files, presentation examples, and even a book at one point. As someone who values learning a lot about the disciplines that they hire for, this is something that is really valuable in a cross-functional partner and hiring manager. Not only does it help give shape to how I think about hiring in this discipline, but also provides space for discussion on how we plan to tackle hiring.”

“I value her guidance on how to communicate design decisions on difficult projects and advocate for the user.”
Jena GoldmanProduct Designer II, reporting directly, WHOOP
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“Beth has been a great mentor in working with stakeholders. I value her guidance on how to communicate design decisions on difficult projects and advocate for the user. She is always eager to collaborate on work and lend her expertise. On the team level, I really appreciate her organized workshops and processes that help us run smoother. Beth, please keep experimenting and caring.”

“Honestly, Beth is probably one of the top 3 designers I’ve ever met in my entire career.”
René Bautista RiveraUX Designer, IBM · 2021
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“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 on so many different levels that I can not say anything else to her other than thank you so much!”

“Beth is a force; she is an incredible product designer, imaginative design strategist, and unparalleled collaborator.”
Claire KellySenior Employee Experience Designer, IBM · 2021
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“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!”

“She has been a key resource and leader on projects that transform outdated ways of working and is a true catalyst for change.”
Allie JehleUX Designer, IBM · 2021
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“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.”