NS: Designing smoother journeys for millions of travelers

Industry

Public transportation

My role

Lead UX designer

Credits

Visual UI design by Tibor den Held

Timeline

2017 - 2018

For two years I worked as Lead UX Designer at NS, supporting five NS.nl scrum teams and shaping key digital journeys used by millions. I improved interaction consistency, strengthened user centricity, and introduced in-house user research to validate ideas early and often.

Working with a small but dedicated design team, I helped redesign core flows like the NS Flex journey, the NS Travel Planner, and the NS Business Card purchase flow, each with the goal of making complex mobility products feel clear, simple, and human.

Designing the NS Flex journey

NS Flex was a major shift for NS, requiring new backend systems and a redesigned online journey. I rethought the My NS environment and the buy-flow pages so the product felt simple, transparent, and easy to adopt.

To communicate clearly with stakeholders and users, I created low-fidelity sketches early in the process. These helped us test ideas quickly, align faster, and iterate with confidence.

The most engaging NS.nl campaign page

We set ourselves a bold goal: create the most engaging campaign page NS had launched. This page later became a blueprint for future NS.nl campaigns, raising the bar for clarity and interaction quality.

We set ourselves a bold goal: create the most engaging campaign page NS had launched. This page later became a blueprint for future NS.nl campaigns, raising the bar for clarity and interaction quality.

Other key projects

Improving the NS Travel Planner

Planning from your current location was missing in the Travel Planner flow. After auditing best practices, I designed new UI patterns within the NS design system and prototyped the new flow. The result: a more natural, modern planning experience.

Other key projects

Improving the NS Travel Planner

Planning from your current location was missing in the Travel Planner flow. After auditing best practices, I designed new UI patterns within the NS design system and prototyped the new flow. The result: a more natural, modern planning experience.

Redesigning the NS Business Card purchase flow

The original flow was functional but unclear. We redesigned the journey end to end with a focus on usability, simplicity, and conversion. Working closely with a visual designer, we produced a high-fidelity prototype, tested it with users, and refined it before release.

The original flow was functional but unclear. We redesigned the journey end to end with a focus on usability, simplicity, and conversion. Working closely with a visual designer, we produced a high-fidelity prototype, tested it with users, and refined it before release.

Mapping the journey before solving the screens

With tight deadlines we first mapped the high level touchpoints to align on the journey before touching pixels. It gave clarity on the real pain points and ensured every screen we designed had a clear purpose.

Mapping the journey before solving the screens

With tight deadlines we first mapped the high level touchpoints to align on the journey before touching pixels. It gave clarity on the real pain points and ensured every screen we designed had a clear purpose.

Mapping the journey before solving the screens

With tight deadlines we first mapped the high level touchpoints to align on the journey before touching pixels. It gave clarity on the real pain points and ensured every screen we designed had a clear purpose.

Turning complexity into clarity

NS Flex is inherently complex. To make it feel simple, we used visual storytelling to guide users step by step and tested early prototypes through quick guerrilla sessions at the train station next to the office. These fast insights helped shape a clearer, more intuitive experience.

Turning complexity into clarity

NS Flex is inherently complex. To make it feel simple, we used visual storytelling to guide users step by step and tested early prototypes through quick guerrilla sessions at the train station next to the office. These fast insights helped shape a clearer, more intuitive experience.

Turning complexity into clarity

NS Flex is inherently complex. To make it feel simple, we used visual storytelling to guide users step by step and tested early prototypes through quick guerrilla sessions at the train station next to the office. These fast insights helped shape a clearer, more intuitive experience.

Introducing user research inside NS

Together with an internal UX designer I introduced in-house user testing, a key step toward building a more user-centric mindset within NS. It enabled teams to validate ideas quickly and make more confident product decisions.

Introducing user research inside NS

Together with an internal UX designer I introduced in-house user testing, a key step toward building a more user-centric mindset within NS. It enabled teams to validate ideas quickly and make more confident product decisions.

Introducing user research inside NS

Together with an internal UX designer I introduced in-house user testing, a key step toward building a more user-centric mindset within NS. It enabled teams to validate ideas quickly and make more confident product decisions.

Behind the scenes: how the work came together

A look at the collaboration, decisions, and fast iterations that shaped the work behind the screens.

Big impact for everyday travelers

The NS Flex launch was a major success, with travelers embracing the added flexibility that better matched their daily routines. The redesigned NS Business Card flow also delivered clear results, converting significantly better than the previous version and offering a smoother experience end to end.

So, what's next?

Let's have a chat

and discuss

So, what's next?

Let's have a chat

and discuss

So, what's next?

Let's have a chat

and discuss

Let’s create lasting impact together
Let’s talk

hello@pimvantslot.nl

© Pim van ‘t Slot 2025

LinkedIn

Let’s create lasting impact together
Let’s talk

hello@pimvantslot.nl

© Pim van ‘t Slot 2025

LinkedIn