The paper aims at providing a methodological contribution to the concept design of train interior in order to improve the quality perceived by users in compliance with railway standards. Indeed, the combined use of advanced CAD tools, experimental statistical methods and Virtual Reality tools allows developing, selecting and experimentally evaluating new concepts. The design cycle starts both from designers’ proposal and the identification of user’s needs; then, it makes use of datum-based CAD models in order to generate virtual concepts that satisfy railway standards; the cycle proceeds with the immersive evaluation of virtual prototypes, performed by potential and expert users in Virtual Reality. The identification of the optimal concept ...