William Brian Lathrop, Ph.D.

Senior Principal - Cognitive Science and HMI

San Francisco Bay Area

About

I am a Cognitive Scientist at Volkswagen Group working on forward-looking automotive AI applications that improve the customer experience with our mobility products (e.g., safety, convenience, and ease-of-use). My primary goal at the Volkswagen Group is to reimagine both physical and digital human-machine interfaces (HMI) when augmented with the power of vision and language-based artificial intelligence.

Experience

  • Sr. Program Manager and Principal Scientist - Advanced Innovations and Special Projects at Volkswagen AG
    Jan 2018 - Present · 8 yrs 7 mos

    -Merging generative, agentic, and neurosymbolic AI for building intelligent digital and mechatronic applications that can perceive, reason, and make explainable decisions about the visual, semantic, and physical world around us (i.e., intelligent human-machine interfaces) -Performing research on synthetic data training for AI applications development of intelligent vehicles for low-predictability, high-risk situations (i.e., both driving and non-driving applications) -Productivity & convenience AI applications design for vehicles with L4 capabilities -AI applications development for parking scenarios (e.g., security and convenience when the car is stationary 90% of its lifetime)

  • Sr. Principal Scientist - Advanced Technology and Special Projects at Volkswagen Group of America, Innovation Center California
    Jan 2015 - Dec 2017 · 3 yrs

    -Performed technology scouting in Silicon Valley for purposes of cultivating new ideas and products -Conceptualized a modular/flexible urban mobility platform design for autonomous transportation of both goods AND people -Developed and executed projects on advanced additive manufacturing (e.g., serial part production) -Developed and executed projects for digital twins (e.g., battery digital twin) -Implemented projects for automotive AR/VR applications for use in L4 vehicles (e.g., RO of L4-L5)

  • Volkswagen Group of America (10 yrs 9 mos)
    • Senior Manager - UX and Testing
      Oct 2012 - Dec 2014 · 2 yrs 3 mos

      •Defined development roadmap and strategy for UX and Testing for the U.S. market •Created HMI adaptation, localization, and optimization program (i.e., HALO) •Developed method for infotainment HMI specification testing (e.g., GUI, VUI, and HUI) •Developed method for driver assistance systems testing and development •Performed on-road vehicle studies investigating HMI concepts for self-driving cars

    • Manager - Human Machine Interface
      Apr 2007 - Sep 2012 · 5 yrs 6 mos

      •Defined research roadmap and strategy for HMI for the U.S market •Created UX architectures for automotive interactive electronics •Led project teams for the buildup of interal/external show cars •Invented forward-looking HMI concepts for vehicle infotainment and driver assistance controls •Performed driving simulator studies for HMI R&D (i.e., design guidance)

    • Senior Human Factors Engineer
      Apr 2004 - Mar 2007 · 3 yrs

      •Created human factors and usability research programs for customer evaluation of our products •Wrote GUI, VUI, and HUI specifications for in-vehicle infotainment functions •Created a Competitor car analysis program for HMI R&D •Built a driving simulator research program (including the building of several driving simulators) for performing human factors and usability research at Volkswagen in the U.S. market (my first task)

  • Ph.D. Research Associate at NASA Ames Research Center
    Jun 1997 - Aug 2003 · 6 yrs 3 mos

    •Researched human spatial capabilities with Virtual Environment (VE) technology •Researched navigation aids for airplane taxi operations for the High Speed Civil Transport test airplane •Researched the use of 3-D sound for traffic collision and avoidance alerts