Hi, I'm Fabian.

My mum is a copywriter and my dad ran a brand experience agency, so I grew up around people who thought a lot about how things land with other people. Some of that stuck.

I was heading for a master's in human rights, then I read a book called Beteendedesign. That was the one that changed the direction — I realized I was way more interested in why people do what they do than in policy.

I emailed the author and asked how to get into it. He pointed me toward UX. So I dropped the human rights plan, finished my behavioral science degree, and moved into UX from there.

Now I work on digital products — mostly UX and research at Vattenfall, plus a few apps on the side. I like building things, and I like figuring out why they work (or don't).