ASHWIN
RAJAN
AI PRODUCT & TRANSFORMATION LEADER
Founder-mode product leader with a psychology edge. Product management and growth core, with AI-led engineering skills to build and ship full-stack products. Progressed from large-scale enterprise and public-sector product/service transformation into hands-on product development in early-stage and startup environments — working with global brands, governments, and growth teams across multiple markets. Led teams through high-growth phases (including 100%+ YoY trajectories), shipped experiment loops, and built AI product capabilities. Thrive in ambiguity and complexity — turning unstructured problems into measurable product strategy, design, and execution.
Work experience
Solo founder — product, design, data, engineering, Habitly
Built and shipped a full-stack MVP for gyms that turns attendance data into behavioral insights, segments, and coaching actions. Delivered an end-to-end system: CSV ingestion, behavioral engine and daily snapshots, trends, Pyramid/Quadrant views, and Rescue/Winback worklists. Currently developing a hands-on coach-support and coaching agent. Used AI as a build multiplier to prototype, implement, and iterate fast with real customers. Currently piloting with multiple gyms.
Product manager, Jobilla
Led teams to address retention and customer-success gaps. Sharpened ICPs, rebuilt the product North Star, introduced behaviorally-informed nudges, shipped the company's first AI feature, and launched early PLG initiatives — supporting 100%+ annual revenue growth across 2022–2024, improved PLG motions, and stronger retention.
Founder, head of behavior design, Fabric
Founded and continue to run this behavior design studio, now for over a decade. Helped teams across enterprise, public-sector, and startup environments (including Oracle, Microsoft, and Visit Finland) embed psychology and behavioral science in their products and offerings. Support revenue-ops engagements by blending product-led GTM into delivery — helping growth teams operationalise strategy through clearer workflows, instrumentation, and execution support.
Interaction & service designer, Fjord (Accenture Interactive)
Delivered research-led interaction and service design across international client engagements. Led workshops, translated complex stakeholder inputs into clear customer journeys, flows and prototypes, and delivered design specifications teams could build against. Worked across research, service strategy and product experiences in telecom, mobile, automotive and financial services.
Senior analyst — organisation & change, Deloitte Consulting
Delivered advisory, information architecture and learning-design work in Deloitte's Organisation & Change practice. Supported enterprise engagements including Edison Energy and Caterpillar Logistics. Contributed to research and tools in the Behavior-Led Strategy Execution service line, including a culture-analysis initiative piloted with a Fortune 500 organisation.
Education
Interaction Design Program
Copenhagen Institute of Interaction Design, Copenhagen
Bachelor of Psychology, Sociology, Marketing
Osmania University, Hyderabad, India
Skills
Product strategy, Retention & PLG, 0→1 product, Experimentation, Product-led GTM
Behavior design, Behavioral science, User research, Service design, Information architecture
AI-assisted full-stack build, AI product features, Prompt & AI agent design, Rapid prototyping
Workshop facilitation, Advisory, Cross-functional leadership, Founder operations
Brands
Microsoft · PayPal · Sony Ericsson · Ericsson · Telia · Nokia · Nokia Siemens Networks · Oracle · Dr. Reddy's · Volvo · Porsche · VTB24 · LEGO · Novo Nordisk · Intel · SOK Group · Turkcell · Garanti · Verizon · Visit Finland · Icelandic Tourist Board · Visit Greenland · The EU · City of Helsinki · City of Copenhagen · Elisa · JCB · Edison Energy · CAT Logistics