William Payre is an Assistant Professor in Transport Design and Human Factors at the National Transport Design Centre at Coventry University (CU). He has been working extensively in transportation research with both the academia and the industry. His background is in Psychology and Ergonomics with a focus on road user behaviour and attitudes, such as trust and acceptance, towards automated and connected vehicles. His PhD explored the links among trust, training, and manual handover in fully automated cars. Currently, his work includes driving simulator studies examining the effect of music, cyber attacks and in-vehicle information on driving behaviour. He also has experience in in-vehicle signs design that help road users better understand their environment.