Following his PhD at Loughborough University into visually induced motion sickness, he worked as a research scientist at the Transport Research Laboratory (TRL) in the areas of driver behaviour, simulation technology, and Human Machine Interactions. He subsequently joined the research department at Jaguar Land Rover (JLR) developing novel HMI concepts before returning to academia in 2012. As a Human Factors lecturer and researcher in the Centre for Mobility and Transport at Coventry University, his work focusses on the human-centred design of future vehicles, in particular the passenger experience and design implications for future vehicles. In 2017 he was appointed as the Academic Director of the National Transport Design Centre (NTDC), a cross-disciplinary centre exploring influences on future vehicle design and the articulation of design through improved physical and virtual tools.