Designing for the passenger: NS’s Mark van Hagen on comfort, circularity and ‘Time Well Spent’
04/11/2025
Mark van Hagen, Principal Consultant at NS (Netherlands Railways), has dedicated more than 35 years to advancing public transport. At this year’s Rail Interiors Show, he will join an international panel of experts to explore how design, data, and psychology can come together to transform the passenger experience.
At this year’s Rail Interiors Show, Mark van Hagen, Principal Consultant at NS (Netherlands Railways), will join international experts to discuss how design, data and psychology can transform the passenger experience.
Long regarded as a leader in customer-centred innovation, NS has built its reputation on combining evidence-based design, circular principles and behavioural insights to make rail travel both functional and enjoyable. Ahead of the event, Mark spoke about the company’s latest strategies, design philosophy, and why the future of rail travel is about turning time well saved into time well spent.
Netherlands Railways is widely recognised for putting passenger experience at the heart of its operations. What are the latest innovations making train travel more comfortable and appealing?
“We pay a lot of attention to our passengers because they pay the bill; we live from our passengers, so we have to take care of them,” said Mark.
“As a researcher, I’m a fan of evidence-based design. That means that at every step, when we develop a train or a service, we consider the wishes, needs and behaviour of our passengers. We’ve collected a great deal of data on how our customers behave and what they value, and that evidence shapes every design decision.
“For example, we’re just completing the development of a new generation of double-decker trains. We went through five iteration rounds, and in each round we checked with passengers to see whether we were still on the right track. If they said, ‘No, I don’t like it,’ we changed it until they did. It’s a continuous dialogue.”
How does NS strike the balance between functionality and comfort when developing new interiors?
“We use what we call a pyramid of customer needs,” Mark explained. “At the base, shown in red and orange, are the essentials, which concern movement — it’s about safety, reliability, and a fast and easy journey, which is the basic function of rail.
“On top of that, in green, we focus on comfort and experience. We make this distinction because when people are in motion, finding their platform or rushing through the station, they’re focused on the travel process. Once they sit down, they can relax and focus on something else: reading, looking outside or simply unwinding. That’s when the environment really matters.
“Our role is to create that transition from stress to relaxation by creating an environment where people can genuinely relax. When passengers feel comfortable, they perceive their journey as shorter and more enjoyable.”
Sustainability is now central to every aspect of rail interiors. How is NS embedding circular design principles across its fleet?
“It’s hugely important,” Mark said. “Our entire network is electrified, and all our trains run on wind energy from the Netherlands and neighbouring countries. Therefore, our operations are already 100 per cent climate neutral.
“Beyond that, we focus on materials and refurbishment. In our modernisation projects, we use sustainable materials and design for reuse. We can now recycle or repurpose up to 99 per cent of components from old trains.
“For example, we make bags from seat covers, and we turn the thick plastic from old timetable boards into notebooks. If we can’t reuse something within the rail environment, we find another purpose for it. Nothing goes to waste,” he continued.
“It’s a mindset: to see every part as having potential value rather than as waste.”
You’ll be speaking at the Rail Interiors Show this November. What key insights or case studies will you be sharing with attendees, and what do you hope the audience takes away from your session?
Mark’s session will delve deeper into NS’s research-driven approach to design.
“I’ll be focusing on the development of our new train and how we integrated customer feedback at every stage,” he said. “We involved passengers directly, showing them concepts, asking what they liked or disliked, and adapting accordingly. We also applied our pyramid of customer needs to guide the process.
“We’ve developed an instrument to measure the total quality of the train experience. Using statistical analysis, we’ve learned how technology is changing travel behaviour. Things that once caused stress — paper timetables, complex planning — have been replaced by digital tools. Journeys are safer, smoother and easier to navigate.
“That shift means we’re moving from time well saved to time well spent. Travelling by train gives people their own time again: time to read, work, rest or simply think. The train becomes a space for personal wellbeing.”
As passenger expectations continue to evolve, what do you see as the next big challenge or opportunity for improving the onboard experience in Europe’s rail sector?
Mark sees an opportunity in deepening that sense of ownership and calm.
“I think we can do even more to help people use their travel time in meaningful ways,” he reflected. “When passengers no longer have to worry about safety, timetables or connections, they can use that time for themselves.
“That’s one of the greatest assets of rail travel: we give people time. The better we make that experience through comfort, design and reliability, the more people will enjoy travelling by train.
“Ultimately, that’s what good design should achieve: not just moving people from A to B, but giving them space to think, to breathe and to enjoy the journey.”
Mark van Hagen will speak at the Rail Interiors Show in November, exploring how design, data, and psychology can come together to transform the passenger experience. Book your free delegate pass today by clicking here.
Long regarded as a leader in customer-centred innovation, NS has built its reputation on combining evidence-based design, circular principles and behavioural insights to make rail travel both functional and enjoyable. Ahead of the event, Mark spoke about the company’s latest strategies, design philosophy, and why the future of rail travel is about turning time well saved into time well spent.
Netherlands Railways is widely recognised for putting passenger experience at the heart of its operations. What are the latest innovations making train travel more comfortable and appealing?
“We pay a lot of attention to our passengers because they pay the bill; we live from our passengers, so we have to take care of them,” said Mark.
“As a researcher, I’m a fan of evidence-based design. That means that at every step, when we develop a train or a service, we consider the wishes, needs and behaviour of our passengers. We’ve collected a great deal of data on how our customers behave and what they value, and that evidence shapes every design decision.
“For example, we’re just completing the development of a new generation of double-decker trains. We went through five iteration rounds, and in each round we checked with passengers to see whether we were still on the right track. If they said, ‘No, I don’t like it,’ we changed it until they did. It’s a continuous dialogue.”
How does NS strike the balance between functionality and comfort when developing new interiors?
“We use what we call a pyramid of customer needs,” Mark explained. “At the base, shown in red and orange, are the essentials, which concern movement — it’s about safety, reliability, and a fast and easy journey, which is the basic function of rail.
“On top of that, in green, we focus on comfort and experience. We make this distinction because when people are in motion, finding their platform or rushing through the station, they’re focused on the travel process. Once they sit down, they can relax and focus on something else: reading, looking outside or simply unwinding. That’s when the environment really matters.
“Our role is to create that transition from stress to relaxation by creating an environment where people can genuinely relax. When passengers feel comfortable, they perceive their journey as shorter and more enjoyable.”
Sustainability is now central to every aspect of rail interiors. How is NS embedding circular design principles across its fleet?
“It’s hugely important,” Mark said. “Our entire network is electrified, and all our trains run on wind energy from the Netherlands and neighbouring countries. Therefore, our operations are already 100 per cent climate neutral.
“Beyond that, we focus on materials and refurbishment. In our modernisation projects, we use sustainable materials and design for reuse. We can now recycle or repurpose up to 99 per cent of components from old trains.
“For example, we make bags from seat covers, and we turn the thick plastic from old timetable boards into notebooks. If we can’t reuse something within the rail environment, we find another purpose for it. Nothing goes to waste,” he continued.
“It’s a mindset: to see every part as having potential value rather than as waste.”
You’ll be speaking at the Rail Interiors Show this November. What key insights or case studies will you be sharing with attendees, and what do you hope the audience takes away from your session?
Mark’s session will delve deeper into NS’s research-driven approach to design.
“I’ll be focusing on the development of our new train and how we integrated customer feedback at every stage,” he said. “We involved passengers directly, showing them concepts, asking what they liked or disliked, and adapting accordingly. We also applied our pyramid of customer needs to guide the process.
“We’ve developed an instrument to measure the total quality of the train experience. Using statistical analysis, we’ve learned how technology is changing travel behaviour. Things that once caused stress — paper timetables, complex planning — have been replaced by digital tools. Journeys are safer, smoother and easier to navigate.
“That shift means we’re moving from time well saved to time well spent. Travelling by train gives people their own time again: time to read, work, rest or simply think. The train becomes a space for personal wellbeing.”
As passenger expectations continue to evolve, what do you see as the next big challenge or opportunity for improving the onboard experience in Europe’s rail sector?
Mark sees an opportunity in deepening that sense of ownership and calm.
“I think we can do even more to help people use their travel time in meaningful ways,” he reflected. “When passengers no longer have to worry about safety, timetables or connections, they can use that time for themselves.
“That’s one of the greatest assets of rail travel: we give people time. The better we make that experience through comfort, design and reliability, the more people will enjoy travelling by train.
“Ultimately, that’s what good design should achieve: not just moving people from A to B, but giving them space to think, to breathe and to enjoy the journey.”
Mark van Hagen will speak at the Rail Interiors Show in November, exploring how design, data, and psychology can come together to transform the passenger experience. Book your free delegate pass today by clicking here.