For some designers, the journey begins with tools. For others, it begins with observation. For Balázs Nagy, it started with noticing – collecting fragments of visual culture in an environment where design was rare, and therefore more meaningful. That early sensitivity to detail evolved into a career shaped by discipline, curiosity, and a constant need to understand not just how things look, but why they exist the way they do.
Why have you decided to step into the design field?
Growing up in a grey, post-Soviet bloc country, we collected anything colorful or shiny -posters, packages, anything that came through the Iron Curtain from the West. I loved analyzing those product packages, t-shirts, and posters and became skilled at copying them, especially Bravo magazine posters. In elementary school, I made Valentine cards for everyone, and later, concert flags for Punk bands. So, it started really early and never went away, only changing as new technologies arrived and I evolved through life, always interested in everything new.
How do you measure the success of your design?
If it’s UX/UI, it’s pretty easy to find KPIs for anything. If it’s branding, success is usually measured by how long the design remains in use and how often the client returns to me to create new material or spin-off projects.
What is your biggest challenge in the design creation process?
Myself. I procrastinate a lot and need some time to get into a flow state. I know when I’m in it because I suddenly realize that I’ve been smiling for the last few hours.
What principles do you follow when creating attention-grabbing design?
I research extensively. I question everything and don’t stop until I understand the circumstances, the competition, and all the details of the project. I want to have a very strong understanding of what I’m getting into.
I need many examples of how others succeeded or failed at the task. Working on safety-critical control systems at the moment has sharpened this even further – when a design failure has real consequences, you stop guessing fast.
Lego Group 2023 – Case Study
What will be the future of design? Or the next big change?
Design has been accessible to everyone with a computer for the last 20 years. Next, we will face a transition where people using LLMs will generate a lot of mediocre designs alongside a small number of exceptionally great ones.
I believe you will still need to be an expert and collaborate with whatever the descendants of LLMs will be.
Also, handcrafted and analog design is making a comeback, with time put into the creation of items and quality being the foremost requirements, not efficiency. Emotional design is returning.
On the web, narrative sites are going to splash back too, as people are getting bored with all sites and services looking exactly the same apart from the logo on top.
From Process to Meaning
Balázs approaches design as a process of understanding before creating. His work is grounded in research, context, and learning from existing solutions – especially important in environments where design decisions carry real consequences.
At the same time, his process is deeply human. Rather than constant productivity, it relies on reaching a flow state – where thinking and making align. The best outcomes don’t come from speed, but from immersion.
Looking ahead, he sees a clear shift. As AI lowers the barrier to entry, average design will become more common, while truly exceptional work will stand out even more.
In response, design is moving toward craft, emotional depth, and narrative – where meaning, not tools, becomes the key differentiator.
About the Designer
Balázs Nagy is a Senior Product Designer based in Budapest, Hungary, and the founder of Senses – an independent design practice focused on UX/UI, product design, and brand identity.
With over 20 years of experience, he has worked across complex systems, enterprise environments, and global organizations, combining research-driven thinking with hands-on execution.
Experience Highlights
Balázs Nagy currently works as an Industrial OPI Specialist at the European Spallation Source (ESS), where he develops Operator Panel Interfaces for a linear particle accelerator facility. Working closely with engineers, developers, and physicists, he contributes to multi-level control systems in a highly complex, safety-critical environment.
Alongside this, he has been running his own practice, Senses, since 2008. Over the years, he has worked with more than 100 clients internationally, delivering UX/UI design, product development, and branding projects across a wide range of industries.
His previous work includes collaborations with global organizations such as:
- LEGO Group, where he improved shopfloor communication for 900 employees and helped reduce production downtime
- Irish Life, where he enhanced customer experience and built scalable design systems
- The National Lottery (Ireland), contributing to the redesign of a high-traffic digital product
Irish Life. App
Tools & Methods
Balázs Nagy’s workflow includes tools such as Figma, Miro, Protopie, and Framer, supported by strong experience in prototyping, usability testing, and Agile methodologies.
Education & Knowledge Sharing
Balázs has a background in design and visual communication and has also worked as a UI/UX lecturer, teaching information architecture, wireframing, and prototyping.
Approach
His approach is grounded in understanding before creating – combining research, context, and careful analysis. With experience in complex and safety-critical environments, Balázs Nagy sees design not only as a tool for clarity, but as a matter of responsibility.
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