About Us

Richard Pelletier is a transportation design leader with over 25 years of experience, having worked with BMW, Ford, BART, and other industry leaders on innovative mobility solutions. He has co-created visionary vehicle and transit concepts for BMW, MINI, Rolls Royce, Ford, Lincoln, Scania Trucks, LA Metro, IdeaLab (AiPod), and Waymo, integrating human-centered design with emerging technologies. With expertise spanning automotive, public transit, and future mobility, he brings a forward-thinking approach to transportation challenges. Previously, he served as the Associate Chair for the Master of Science in Transportation Systems and Design at ArtCenter College of Design, guiding the next generation of mobility innovators. He is the founder and co-executive director of Turn Institute, a non-profit consultancy dedicated to the future of mobility.

Julian Scaff is a design leader specializing in Human-Computer Interaction (HCI), human factors engineering, and futurecasting. During the course of his 25+ year career, Julian has worked at NASA/JPL and Idealab, designed exhibitions for MUMOK Vienna and the Natural History Museum of Rotterdam, and consulted with the governments of the Netherlands and the European Union on transportation systems and climate adaptation. His recent client list includes Hitachi, Intelsat, and Spatial Labs. He has taught at universities in the United States, Europe, and the Middle East, and currently serves as the Associate Chair of Graduate Interaction Design at ArtCenter College of Design.

Greg Tada is a distinguished industrial designer and technical innovator with over two decades of experience driving the evolution of global powersports and alternative mobility. Throughout his career, he has led international design initiatives aimed at redefining how people move, spearheading product strategies that have transformed vehicle platforms on a global scale.

Greg’s extensive career spans leadership roles at the world's premier OEMs. He began his vehicle design career with Suzuki before moving to Polaris, where he spent four years driving product innovation and playing a key role in the historic relaunch of the newly acquired Indian Motorcycle brand. Following this, he was recruited to Kawasaki Heavy Industries at their global headquarters in Akashi, Japan, and later spent eight years as a Lead Motorcycle Designer for Piaggio Group.

Before transitioning to vehicle design, Greg worked as a software developer specializing in video games, advanced computer graphics, and automation line robotics. This unique foundation allows him to fuse advanced digital architecture with physical product development. He currently serves as a Principal Designer, leveraging his cross-disciplinary expertise to lead next-generation design strategies and pioneer future-proof mobility solutions.

Sung Wha Kang is an industrial designer and researcher specializing in the development of innovative products and systems that translate imaginative concepts into functional and impactful outcomes. Her work focuses on applying design methodologies to emerging technologies and complex systems, with an emphasis on transportation, space exploration, and consumer electronics.

She holds a BFA in Industrial Design from the Rhode Island School of Design and an MS in Transportation Systems and Design from ArtCenter College of Design. Her professional experience includes collaborations with organizations such as NASA, Caltech, ASUS, and Spatial Labs, where she has contributed to projects at the intersection of design, technology, and future mobility.

Prof. Steve M. Potter is an interdisciplinary neuroengineer and neuroscientist who created the first hybrid neuro-robotic systems (embodied cultured networks and hybrots) during his 8 years as Research Faculty at Caltech. He was a pioneer in live-cell imaging, among the first to use multiphoton microscopy and the green fluorescent protein. He developed life-support systems and electronic and optical interfaces for living cultured neuronal networks (including brain organoids) as an Associate Professor of Biomedical Engineering at Georgia Tech. His passion for project-based teaching and learning won him the top teaching awards at Georgia Tech and the University System of Georgia.

He holds a PhD in neurobiology from UC Irvine, a BA in chemistry/biochemistry from UC San Diego, and a Diploma in Digital Making from the National College of Art and Design in Dublin. Since 2016, he has worked as a freelance consultant, maker and teacher in Ireland.

Lara Fedoroff is a UX executive with over 15 years of experience designing and launching innovative, human-centered solutions across industries including automotive, healthcare, travel, leisure, hospitality, and finance. As the Global Director of Experience Design (XD) Strategy & Customer Research at Ford Motor Company, she has been shaping the future of mobility by blending product strategy, design, AI, and diverse research methodologies to deliver exceptional customer experiences.

Her expertise lies at the intersection of technology and human empathy, creating solutions that seamlessly merge digital and physical worlds, with a sharp focus on delivering meaningful, human-centric outcomes.

Lara has been actively involved in the UX and IA communities, serving on the Board of Directors for the Information Architecture Institute, and as the Global Executive Producer of World Information Architecture Day. She is also the creator of the UX Radio podcast, where she hosts discussions with industry experts on IA, UX, and Design.

Tim Brewer is an innovation trainer, idea development specialist, and industrial designer with 16 years of experience at Microsoft and RealNetworks. A seasoned product developer, he has held corporate and consultancy roles across high-tech industries, balancing managerial and individual contributor positions. With 14 utility patents, including three for the mouse scroll wheel, he excels in driving innovation and optimizing product development. As a university and graduate-level educator, he is passionate about fostering dynamic learning environments and shaping future innovators.