• Our Specialists

    We help clients harness the right behavioral expertise within projects.

    Ashwin Rajan


    Head Behavior Design

    Ashwin leads the behavior design practice at Fabric, the firm he founded to help companies focus on technological innovation through behavior change. Ashwin's experience spans private, public and non-profit sectors in a twenty year career at firms such as Fjord and Deloitte. He studied Psychology and Sociology in India before joining the Copenhagen Institute of Interaction Design (CIID) Pilot Year.

    Ashwin on LinkedIn

    Suzanne Hut



    Suzanne brings knowledge on cognitive research methods and the role of language in shaping interactions to Fabric's behavioral toolkit. As a PhD. in Psychology at the Cognitive Brain Research Unit (Univ. Helsinki, Finland) her main research focus is on plasticity of the brain during second language learning. In the process, Suzanne has gained considerable experience in brain imaging.
    Suzanne on LinkedIn

    Chris Marsh



    Chris has a blended background at the nexus of conversion optimisation and user research. At Fresh Egg UK, Chris drove product optimisation strategies & campaigns, helping clients generate millions in new revenue, with engagement uplifts in the double figures. Chris has brings computing, usability, data analysis and research methods to Fabric. His diverse skill set makes him a valued contributor to any futuristic behavioral science team.

    Chris on Linkedin.

    Amulya Rajan



    Amulya is a cognitive psychologist from India and brings her understanding of behavioral ageing to Fabric's work on technology applications for seniors. She has over a decade of experience in areas such as dementia, stroke, rehabilitation and counselling using proven cognitive science methods as well as non-traditional methods such as yoga. She has worked at and is currently an advisor to the Tata Longitudinal Study of Cognitive Ageing at one of Asia's leading clinics, the Memory Clinic at NIMS Hospital and ARDSI Hyderabad.

    Yasmine Abbas

    Urban Intelligence

    & Culture

    Yasmine is in MIT alum in architecture & culture, who went on continue her education at Harvard. She has been involved with numerous futuristic and extant urban experience design projects over a two decade career, including Environmental Sociologist at Masdar City in Abu Dhabi. She is currently the Chair of Design Management at Paris College of Art and founder of Panurban, a strategic design consultancy for futuristic urban experiences.

    Yasmine on LinkedIn


    Malin Gustavsson

    Diversity, Inclusion

    & Gender

    Malin is founder of Ekvalita and is driven by the goal to create a just and open society for everyone through social innovations and methods. She specialises in new approaches and methods for creating equality and non-discrimination organisations of all shapes and kinds. She has served on a wide range of projects for public and private customers in the Nordics and EU. She holds a MD in Gender Equality and Diversity, MA, B.SOC.SC.

    Malin on LinkedIn

    Shirah Foy



    Shirah is an interdisciplinary social scientist who draws from psychology, social psychology, cultural anthropology, philosophy & management to comprehend cultural perception and action in business & entrepreneurial settings. Currently pursuing her PhD in Entrepreneurship & Technology Commercialization at EPFL (Switzerland), her career has spanned politics, PR, finance, and research. She is a serial entrepreneur especially interested in projects at the nexus of design, business, and engineering.

    Shirah on LinkedIn.

    Lynda Joy Gerry

    Augmented Social


    Lynda combines cognitive neuroscience and psychology in her research and projects in interactive media environments - something she calls 'Augmented Social Cognition'. Lynda has been a visiting researcher with the Berlin School of Mind and Brain, the Empathic Computing Laboratory at University of South Australia, and the Enactive Virtuality Lab at Tallinn University. She is also a Research Fellow with BeAnotherLab. Lynda holds a PhD in Neuroscience & Technology from Aalborg University.

    Lynda on LinkedIn.

    Iris Huang



    Iris has a background in design thinking and customer experience management, She has innovated in gamification, learning, service design and product design. Iris trained at the Behavior Design Canvas masterclass run by Fabric and possess an intuitive skill for the discipline. She is currently pursuing a Business Administration degree at the National Taiwan University. Her experience working within start-ups in business development and passion for human behaviour make her an asset in applying Fabric's core models and methods. Iris on LinkedIn.





    Behavior eats strategy for breakfast.





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Fabric Consulting, Helsinki.