Ashwin Rajan
Ashwin Rajan

I build systems
that move users.

Two decades across consulting and product — from strategy, research and design to hands-on product build — working across multiple continents as founder, product manager, designer, and AI-assisted builder. Currently building Habitly, a full-stack behavioral AI product for the fitness industry, solo, using AI as a build multiplier.

Accenture (Fjord): see projectAccenture (Fjord) logoDeloitte: see projectDeloitte logoMicrosoft: see projectMicrosoft logoPayPal: see projectPayPal logoEricsson: see projectEricsson logoTelia: see projectTelia logoNokia: see projectNokia logoOracle: see projectOracle logoVolvo: see projectVolvo logoPorsche logoLEGO logoNovo Nordisk logoIntel: see projectIntel logoTurkcell logoVerizon logoElisa: see projectElisa logoAllianz logoRed Bull: see projectRed Bull logoSingtel logoReima: see projectReima logoAalto University logoAccenture (Fjord): see projectAccenture (Fjord) logoDeloitte: see projectDeloitte logoMicrosoft: see projectMicrosoft logoPayPal: see projectPayPal logoEricsson: see projectEricsson logoTelia: see projectTelia logoNokia: see projectNokia logoOracle: see projectOracle logoVolvo: see projectVolvo logoPorsche logoLEGO logoNovo Nordisk logoIntel: see projectIntel logoTurkcell logoVerizon logoElisa: see projectElisa logoAllianz logoRed Bull: see projectRed Bull logoSingtel logoReima: see projectReima logoAalto University logo
View CV ashwin@fabricbd.com
Now — currently shipping
Habitly

Solo founder · 2024–present

Habitly

A customer retention platform for gyms. Turns attendance data into daily, decision-ready views — built alongside an internal Codebase System Map and two agentic systems (one shipped, one in development) that prepare data and surface intervention ideas for coaches.

See project

Career spine

Roles, projects, reverse-chronological.

  1. Founder, Solo-Builder

    2001 – Present

    Building products end-to-end — most recently Habitly, solo, with AI as a build multiplier.

    01

    Worked on 22 products at the 0→1 stage across B2B and B2C, software and hardware — many of which raised, launched, and were acquired — which drove me to incubate and raise capital for a handful of founder projects at the intersection of behavioral science, product design, and artificial intelligence.

    Founded and scaled Fabric for over a decade and a half, building a behavior design studio that embeds behavioral science into AI, product, and growth.

    See project
    See all founder, solo-builder projects →

  2. Product Manager

    2017 – Present

    Led retention, PLG, and first-AI-feature work at scale-ups; 100%+ YoY contribution at Jobilla.

    02

    Led retention gains, kicked off early PLG motions, and shipped Jobilla's first AI feature into production, contributing to 100%+ YoY growth.

    See project
    See all product manager projects →

  3. Product-led Growth Lead

    2010 – Present

    Leading product-led growth for scale-ups and enterprises — retention, activation, and behaviour-led adoption.

    03

    Led PLG engagements across 10+ scale-ups and enterprises — from activation and retention metrics to prototype-driven experiments and shipped adoption gains.

    See PLG projects
    See all product-led growth lead projects →

  4. Behavior Design Educator

    2014 - Present

    Teaching behavior design through frameworks, courses, and talks — helping teams turn behavioral science into product decisions.

    04

    Founded Fabric Academy and packaged behavior-design frameworks, tools, and courses — delivered to clients and students worldwide.

    See frameworks

    Built a behavior design taxonomy spanning 5 categories, 60+ product examples, and around 50 behavioral science principles.

    See tool

    Developed and delivered a 12-part, 24-hour behavior design course for digital professionals.

    See project

    Delivered 100+ talks, webinars, trainings, workshops, and podcast appearances.

    See page

  5. UX / Interaction / Service Designer

    2005 – 2016

    15 years designing for global majors, publics, non-profits, and startups across India, the US, Europe, and Africa.

    05

    Worked with 29+ multinationals spanning telecom, enterprise software, professional services, fintech, health, automotive, consumer, energy, and logistics.

    See list

    Contributed to Fjord's rapid global scaling and expansion, in its run to its acquisition by Accenture.

    Worked with 8 public and nonprofit institutions on citizen-facing digital services across the EU and Africa.

    See a project
    See all ux / interaction / service designer projects →

  6. Learning Lead / Information Architect

    2001 – 2008

    Designed digital learning products and structured large content systems end-to-end — instructional design, learner experience, and information architecture for enterprises and consumer platforms.

    06
    See all learning lead / information architect projects →

See project

Tools & skills core

  • Product strategy
  • Behavior design
  • AI-assisted full-stack build
  • Retention & PLG
  • 0→1 product
  • Service design
  • Information architecture
  • User research
  • Workshop facilitation
  • Advisory