A little bit about me
Beth Craven
Creative & UX/Design Leader
I am a seasoned design leader with 20+ years of experience in web, UX, visual and digital product design. Proven track record directing full-cycle creative processes—from research and ideation through wireframes, prototyping and implementation—across high-revenue ecommerce platforms. Strong collaborator with cross-functional teams to define design strategies that align user needs with business goals, while maintaining cohesive brand expression across touchpoints.​​
Professional Experience
Mercer LLC (global HR & consulting firm)
UX / Creative Director
June 2000 - June 2025
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Led end-to-end design for high-traffic ecommerce and enterprise web properties including imercer.com and shop.mercer.com.
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Directed the full design lifecycle: user research, concept development, usability testing, wireframing, prototyping, visual design, and implementation support.
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Partnered with product owners, business stakeholders, and marketing teams to translate requirements into systematic, user-centered design solutions.
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Gained deep user insight through usability testing, heatmap analytics, and live session observation, using personas to uncover and define pain points.
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Brought the brand to life across every touchpoint by creating design systems, pattern libraries, and reusable code snippets—ensuring visual consistency and accelerating campaign launches. Partnered with teams to deliver co-branded materials that aligned seamlessly with both our brand and partner identities.
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Accessibility:
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Led accessibility strategy for our ecommerce properties, conducting audits and driving WCAG-compliant remediation across high-traffic digital platforms.
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Built and documented accessible HTML/CSS patterns and guidelines that aligned brand standards with inclusive design and enabled scalable adoption by designers, developers, and content teams.​
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Louisville, Kentucky, On-site
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At Paul Schultz Advertising, I led end-to-end creative development for a diverse portfolio of clients, translating business objectives into compelling brand identities and fully integrated advertising campaigns. Partnered closely with account managers and other non-creative stakeholders to align creative strategy with client goals, timelines, and budgets while maintaining high visual and storytelling standards.
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Directed all phases of campaign execution, including concept development, branding and logo design, storyboarding, client presentations, photography and film shoots, and final asset production. Managed on-set production—overseeing photographers, models, and set builds—and handled image development and post-production to ensure every deliverable met both creative and commercial objectives.
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Core Competencies
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UX Design & Strategy
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Visual & Interaction Design
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User Research & Usability Testing
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Wireframing & Prototyping
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Design Systems & Pattern Libraries
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Responsive & Accessible Design
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Cross-Functional Collaboration
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Brand & Visual Identity
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Analytics-Driven Design​
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​Tools & Technologies
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Figma/UXPin
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Adobe Creative Suite (Photoshop, Illustrator)
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Sketch
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HTML/CSS
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Usability Analytics (heatmaps, session recordings)​​
​​Education
(Please provide your degree(s), school(s), and graduation year(s) so this section can be completed.)
Portfolio / Website
Craven Design portfolio / personal site
(Add direct link to portfolio or case studies if available)
Optional Add-Ons (if applicable)
• Certifications (e.g., UX Certification, Nielsen Norman Group, HFI, etc.)
• Speaking engagements or conference presentations
• Awards / recognitions
• Volunteer design work / pro bono projects