• Specialists

    Each year we structure small cross-disciplinary teams from our specialist network in response to client challenges.

  • 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 Rajan 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.

    Sara Adães

    Neurobiology &


    Sara is a neuroscientist based in Porto, Portugal. After attaining her PhD in Neuroscience at the Faculty of Medicine at the University of Porto, she became interested in science communication and in applying her scientific training to making scientific knowledge accessible to the lay public. Sara works primarily within areas such as the plastic nature of the brain, the neurobiology of memory and learning, and the neural mechanisms underlying behavioural adaptation.

    Liesbeth Scholten

    Emerging Market Adoption

    Liesbeth Scholten Emerging Market Adoption Of Dutch origin, Liesbeth is based in Amsterdam. She drove innovation projects at Philips & Phillips Design for over a decade, participating and anchoring projects for mature and emerging markets in areas like lighting, healthcare, connected home, and others. Ever an optimist of human potential, Liesbeth founded and runs FreeUp, an firm focussed on enabling excess human potential to power companies towards meaningful innovation.

    Amulya Rajan

    Cognitive Development

    & Ageing

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

    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.

    Lilith Wacker



    Lilith is based in Hamburg and brings an nuanced understanding of European digital market behaviours to Fabric projects. She has worked in multiple world regions in ethnographic research into human cultures and contexts for business. Her main focus is shaping and conducting ethnographic fieldwork, and then developing insights and recommendations for clients around the globe. Lilith has worked for clients and companies such as Gemic, Procter & Gamble, Fiskars, ReD Associates, A Piece of Pie, Stem Marketing in an over 10 year career.

    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.

    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.





    Behavior eats strategy for breakfast.





    - Anonymous

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