Berri Berto

Berri is a product strategy and service design leader in the retail technology industry, leading teams responsible for experiences spanning point-of-sale, self-service kiosks, operations, and back-office systems, including AI-enabled solutions. While studying Industrial Design at Georgia Tech, Berri discovered Service Design as framework for how she already saw the world: an interconnected web of people, systems, touchpoint, and relationships. Her work focuses on operationalizing journey management and bridging the gap between what organizations know about their customers and how they make decisions.

In work and in life, Berri is drawn to depth: the layered stories behind people, the hidden patterns inside complex organizations, and the small details that reveal how experiences really unfold. That curiosity shapes how she leads, building a strong backbone of knowledge, shared context, and product direction rooted in human experience rather than assumption. Berri knows that journey maps don't create change: shared understanding does. She helps teams move beyond artifacts of product development like UI, readouts, tickets, and slides and towards the deeper understanding needed to drive meaningful customer and business outcomes.

Based in Seattle, Berri enjoys hosting friends around a table of games and food, exploring a new city through its restaurants, or scaling mountains and walking everywhere (always trying to prove Maps' time estimate wrong).