• Behavioural Change and Digital Adoption

    Ashwin Rajan's Keynote Address at Reboot Finland DDay for Travel on 'New Traveler Experiences'

  • Specialists

    Ashwin Rajan


    Behaviour Design

    Ashwin leads the behaviour design practice at Fabric, the firm he founded to help companies focus on technological innovation through behaviour 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

    Ashwin's talk at TEDx

    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. student 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, and the various factors that it. In the process, Suzanne has gained considerable experience working with Brain Imaging techniques.
    Suzanne on LinkedIn.

    Joana Casaca Lemos

    Sustainability & Design Dharma

    Joana works across education, research and design practice world-wide applying her unique 'Design Dharma' approach. Her quest is to (re)discover and (re) define qualities of sustainability. She purses this mission as Professor of Design at CODE University of Applied Sciences Berlin, and as design-thinking facilitator on IDEO U, among other stints and engagements. Joana is a Fellow of Royal Society of the Arts and gained her Ph.D from Central Saint Martins London. Joana's site.

    Amulya Rajan



    Amulya is a cognitive psychologist from India and brings her understanding of behavioural 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.


    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.

    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.

    Lynda Joy

    Cognitive Science &


    Lynda Joy Gerry holds a Master's Degree in Cognitive Science and Phenomenology from University of Copenhagen. She holds diverse roles such as Research Associate with BeAnotherLab (most known for The Machine to Be Another project), with the Center for Subjectivity Research, the Human-Computer Interaction Lab, and the Multisensory Experience Lab. She works as a scientific research consultant with Makropol Aps and Virtual Reality Denmark. Linda on LinkedIn.








    Behaviour eats strategy for breakfast.





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