Ashwin Rajan
Founder & Principal, Head Behavior Design
Ashwin leads the behavior design practice at Fabric. His background includes a 22 year career at firms such as Fjord and Deloitte.
People
Behavioral science and design, practiced hands-on.
Fabric is a cross-disciplinary group of practitioners working at the seam of behavioral science and design. We embed into product teams to move the needle on real engagement, retention, and growth metrics — through shipped product work, not strategy decks.
Amulya Rajan
Collaborator: Cognitive Development & Ageing
With over a decade of experience in dementia, stroke, rehabilitation and counselling, Amulya leverages her expertise in Fabric's technology applications for elders.
Chris Marsh
Collaborator: Experimentation
With a blended background in conversion optimisation and user research, Chris brings experimentation, analytics, data analysis skills to our pool.
Elina Kuorelahti (PhD)
Collaborator: Economic & Business History
Elina is an interdisciplinary scholar working on geopolitics and international trade. She has published broadly on 20th century business and society, focussing on the intertwined nature of business, political economy and international relations. She uses history as a lens to understand pressing societal issues such as geoeconomics, economic warfare and how collective behaviour shape business decisions.
Lynda Joy Gerry (PhD)
Collaborator: Augmented Social Cognition
Lynda is a compassion and empathy researcher investigating empathic skills enhancement facilitated by emerging media technologies like virtual and augmented reality.
Katie Kindinger
Collaborator: Behavior Design
Katie has a background in UX and Service Design, has led projects in health and wellness for startups and global corporations, and is also an alumni of Fabric Academy.
Tom Engstrom
Collaborator: Behavior Design
Tom is a senior designer with behavior design, UX, service design, front end development and illustration experience under his belt. Tom was also an entrepreneur, and trained at Fabric Academy.
Want to build something hands-on?
We take on a small number of product engagements where embedded behavioral science and design can shift real metrics. Tell us what you're working on.