# Beth Mitchell > Principal Product Designer | 18+ years leading 0→1 design for creative tools and consumer, retail, & enterprise products | Patent-holder and mentor blending craft, empathy, and systems thinking | Super IC Location: San Francisco Bay Area, United States Profile: https://flows.cv/beth I'm a Principal Product Designer with 18+ years of experience turning complex problems into experiences that feel simple, approachable, and delightful to use. My work spans apps, devices, and systems — from design tools to IoT hardware/software to retail and internal tools — always grounded in research and real user needs. I’ve led innovative designs from concept through launch, creating patented features, design systems, and products with 5★ ratings. Expert in building 0→1 scalable solutions that deliver lasting business impact. #𝗨𝗫𝗗𝗲𝘀𝗶𝗴𝗻 #𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝗗𝗲𝘀𝗶𝗴𝗻 #𝗔𝗜𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 #𝗨𝘀𝗲𝗿𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 #𝗗𝗲𝘀𝗶𝗴𝗻𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 #𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝘃𝗲𝗔𝗜 #𝗠𝗲𝗻𝘁𝗼𝗿𝘀𝗵𝗶𝗽 #𝗢𝗽𝗲𝗻𝗧𝗼𝗪𝗼𝗿𝗸 ## Work Experience ### Principal Product Designer @ Lara Beth Mitchell Design Jan 2025 – Present | San Francisco, CA Consulting services: Product Strategy and Design, UX Design, Interaction Design, Web Design ### Principal Designer, User Experience @ Cricut Jan 2020 – Jan 2024 | Salt Lake City, Utah, United States As Principal Designer, I led UX design initiatives and drove product innovation for Cricut's app portfolio. • Led 0→1 design for two flagship mobile apps in a 500–1000 employee, pre- and post-IPO environment, reporting to the VP of UX and shaping Cricut’s mobile portfolio. • Designed and launched the Cricut Joy app, introducing guided flows and patented previews that resulted in a 4.8★ App Store rating, 81% CSAT, 80% MAU subscription rate, and 2 patents filed as named inventor. • Created the Cricut Heat app for Bluetooth-enabled heat presses, simplifying device pairing and guided workflows, which reduced support incidents and improved onboarding for new customers. • Directed a team of junior designers to redesign Cricut’s e-commerce navigation, cart, and checkout, delivering a +34% YoY increase in conversion while mentoring early-career designers in craft and process. • Introduced lean/Agile design operations and analytics standards across product teams, accelerating delivery and improving collaboration between design, product, and engineering. • Partnered with product leadership to integrate Generative AI into Cricut’s design portfolio, expanding creative options and improving design efficiency for millions of users. • Mentored junior designers and established practices that raised the overall quality of UX, strengthened inclusion, and fostered a culture of continuous improvement. ### Senior User Experience Designer @ Swim Interaction Design Studio Jan 2012 – Jan 2019 | San Francisco, California, United States Led end-to-end, impactful creative solutions in collaboration with cross-functional teams at major brands including Gap, GoPro, & Dolby: • Designed Gap’s retail POS and inventory apps used in thousands of stores, cutting checkout times by 50% and reducing hidden stock by 39%, which improved sales efficiency chain-wide. • Created the David’s Bridal MyCustomers app, an omni-channel clienteling tool that gave stylists full customer views and boosted in-store conversion by +1% nationwide. • Shipped the Metromile usage-based insurance app, achieving a 4.7★ App Store rating and enabling a 94% recovery rate for stolen cars through telematics integration. • Defined new UI frameworks for GoPro HD Hero2 & Hero3 cameras, simplifying setup and controls and supporting revenue growth from $250M in 2011 to $1.39B in 2014. • Facilitated design sprints with clients such as Dolby and David’s Bridal, aligning stakeholders from research through delivery to accelerate product launches. ### Interaction Designer @ Swim Interaction Design Studio Jan 2007 – Jan 2011 | San Francisco, California, United States As Interaction Designer, I worked collaboratively to produce detailed designs, prototypes, and implementation specs for a diverse range of products and domains, including e-comm, consumer electronics, enterprise software, philanthropy, and mobile apps. • Designed cross-platform UX for e-commerce, consumer electronics, enterprise, and philanthropy projects, producing flows, prototypes, and specs that balanced user needs with business goals. • Partnered with product managers, engineers, and leadership to translate research insights into customer experiences that improved usability and engagement. • Led full design lifecycles from research through testing, delivering products that increased satisfaction and supported business performance. • Executed projects in agile environments, enabling faster iteration cycles and higher adoption rates across client engagements. ### Studio Manager + Production Assistant @ Swim Interaction Design Studio Jan 2004 – Jan 2007 ## Education ### Bachelor of Arts - BA (with Distinction) in Art Theory & Practice Northwestern University ### Master of Fine Arts - MFA San Francisco Art Institute ### Art History in Philosophy University of Sussex ## Contact & Social - LinkedIn: https://linkedin.com/in/bethmitchell - Portfolio: https://www.larabethmitchell.com/ --- Source: https://flows.cv/beth JSON Resume: https://flows.cv/beth/resume.json Last updated: 2026-04-13