Beth has led the establishment of design methodology and customer experience in Ruter, with a primary focus on digital services. This has been the foundation for innovation and product development at Ruter.
Later she has worked with further development of method and principles for user involvement, where the goal was to increase competence and engagement across the company.
Beth has led design projects and processes since 2001, in recent years with customer-driven innovation and service development as primary focus.
Beth is uncompromising in her belief in user-orientation and deeply resents the tech-hysteria that characterizes much of the discussions surrounding digitalisation.
Businesses should first and foremost solve real problems for real people.