Dr. Tom Murad of IEEE Canada

Dr. Lucas Bruck of McMaster Automotive Resource Centre

In the search for the most cost-effective and efficient systems, engineers often leave the most critical variable behind - the user. That happens not only in the fast-paced product-oriented mindset of industry but also in research. Engineers are taught very early to stay in their silos and make the best of their resources without looking at their impact on the bigger picture: people's lives.
That might have worked before, but we now live in a world that is all about user experience. Besides, people share their experiences in real-time with hundreds simultaneously. Whereas other industries have seemed to adapt well to this change, transportation is still learning. It is time design processes shift to prioritize user experience and research to become more contextualized in terms of human perception. This presentation will talk about the latest developments in human-centred design applied to transportation systems and how to incorporate them into research and product development.

Biography:

Dr. Bruck received his B.S. in Mechanical Engineering in 2014 from the UFSJ, Brazil. In 2018, he joined McMaster University as a M.Sc. student, and in 2022, he finished his Ph.D. in powertrain electrification. Before McMaster, Dr. Bruck worked in the automotive industry with vehicle dynamics. His work included simulated and experimental activities to ensure high standards of safety, handling, and comfort. He is currently the Principal Research Engineer in the MARCdrive lab. His research leverages driving simulation to enhance vehicle dynamics, functional safety, and energy consumption of electrified autonomous-capable vehicles.