DFA project Display
DFA project Display
Converting static project materials into a hybrid journey that integrates printed and digital media, successfully evolving how an architecture firm presents their projects to their end-users
Converting static project materials into a hybrid journey that integrates printed and digital media, successfully evolving how an architecture firm presents their projects to their end-users
The product
Establishing a new, scalable project presentation standard for a high-end architecture studio.
My Role
Solo-Led, developing design and strategy across studio leadership and architecture department.
Tools
Visual Design - Photoshop, Illustrator
3D & Video - Unreal Engine, DaVinci Resolve
Web Development - Wordpress, Elementor
Overview
Goal
Shift user engagement reliance from a technical 40-pages brochures to an intuitive journey that streamlines decisions.
Goal
Headline
Impact & Mandate
I defined a new structural standard of "how the studio present a project to a client" that directly resulted in:
25% reduction in project feedback cycles.
30% improvement in internal team collaboration.
This intervention successfully solved a critical business bottleneck, elevated the user experience, and is still the standard for all the most important upcoming commissions.
Headline
Pain Points
A critical communication gap
The firm's reliance on its legacy methods (in-person meetings followed by 40-page technical brochures) created a crippling conceptual fracture for the client that drove two major costs:
Stakeholder Disconnect
Clients could not fully comprehend the project, nor could they explain the core informations to their internal stakeholders, leading to fundamental and costly misunderstandings.
Financial Delays
This created a continuous, unproductive cycle of clarification meetings, establishing a bottleneck that caused project delays, missed deadlines, and strain payment milestones.
Pain Points
Strategic rationale
Designing the solution
The solution was driven by the insight that success lies in designing for shared comprehension across different contexts, not just a beautiful design. I determined that the solution had to be a mixed-medium hybrid to succeed.
Why keeping a phisical artifact
In this context, a purely digital presentation is easily forgotten. My rationale was that the physical artifact—a simple, tangible memento—was still necessary to maintain brand presence and act as a constant, intuitive map back to the dynamic content, making it strategically superior.
Application of a funnel strategy
To combat cognitive overload, I applied a funnel logic to the content structure. This systematically organized all project assets into a deliberate broad-to-granular sequence. This ensured foundational context was established and reinforced before the user encountered any technical detail.
Strategic rationale
Execution
A phased journey to a brand new hybrid experience
The following are the first 2 of a four-phased journey to desing the final product
Content filtration & hierarchy
I systematically inventoried and reorganized all existing project assets (plans, videos, images) into new logical categories, establishing the foundation for the content funnel.
A tangible memento
I designed a simple, trifold brochure that contained only essential, immutable information to pique interest. Its primary function was to act as an intuitive map, containing a QR code to bridge the client seamlessly.
Execution
Execution
A phased journey to a brand new hybrid experience
The following are the last 2 of a four-phased journey to desing the final product
Bridging & unification
The final solution unified the physical and digital, ensuring the physical flyer functioned as an intuitive guide, effortlessly transitioning the user's focus to the dynamic content when needed.
The digital environment
I engineered a fully responsive website hosting only the latest version of dynamic content. Key features included a no-scroll, single-view layout optimized to present all core information without friction, reducing user effort and cognitive load.
Execution
Conclusions
Outcomes of a new standard of trust
The product's immediate success and its subsequent mandate for every new firm project validated the approach as a scalable business solution.
Impact Metric
Reduced feedback cycles by 25% and improved team alignment and collaboration by 30%.
See for yourself. Each of these web-pages represents a successful application of this new approach, and they are all currently live and fully operational.
Outcomes
Key learning
The strategic imperative of situational design
"The most effective solutions are not always purely digital or physical, and the ability to deeply understand and map the user's needs across all touchpoints is fundamental to define which path is optimal."
Key learning
The product
Establishing a new, scalable project presentation standard for a high-end architecture studio.
My Role
Solo-Led, developing design and strategy across studio leadership and architecture department.
Tools
Visual Design - Photoshop, Illustrator
3D & Video - Unreal Engine, DaVinci Resolve
Web Development - Wordpress, Elementor
Goal
Shift user engagement reliance from a technical 40-pages brochures to an intuitive journey that streamlines decisions.
Headline
Impact & Mandate
I defined a new structural standard of "how the studio present a project to a client" that directly resulted in:
25% reduction in project feedback cycles.
30% improvement in internal team collaboration.
This intervention successfully solved a critical business bottleneck, elevated the user experience, and is still the standard for all the most important upcoming commissions.
Pain Points
A critical communication gap
The firm's reliance on its legacy methods (in-person meetings followed by 40-page technical brochures) created a crippling conceptual fracture for the client that drove two major costs:
Stakeholder Disconnect
Clients could not fully comprehend the project, nor could they explain the core informations to their internal stakeholders, leading to fundamental and costly misunderstandings.
Financial Delays
This created a continuous, unproductive cycle of clarification meetings, establishing a bottleneck that caused project delays, missed deadlines, and strain payment milestones.
Strategic rationale
Designing the solution
The solution was driven by the insight that success lies in designing for shared comprehension across different contexts, not just a beautiful design. I determined that the solution had to be a mixed-medium hybrid to succeed.
Why keeping a phisical artifact
In this context, a purely digital presentation is easily forgotten. My rationale was that the physical artifact—a simple, tangible memento—was still necessary to maintain brand presence and act as a constant, intuitive map back to the dynamic content, making it strategically superior.
Application of a funnel strategy
To combat cognitive overload, I applied a funnel logic to the content structure. This systematically organized all project assets into a deliberate broad-to-granular sequence. This ensured foundational context was established and reinforced before the user encountered any technical detail.
Execution
A phased journey to a brand new hybrid experience
The following are the first 2 of a four-phased journey to desing the final product
Content filtration & hierarchy
I systematically inventoried and reorganized all existing project assets (plans, videos, images) into new logical categories, establishing the foundation for the content funnel.
A tangible memento
I designed a simple, trifold brochure that contained only essential, immutable information to pique interest. Its primary function was to act as an intuitive map, containing a QR code to bridge the client seamlessly.
Execution
A phased journey to a brand new hybrid experience
The following are the last 2 of a four-phased journey to desing the final product
Bridging & unification
The final solution unified the physical and digital, ensuring the physical flyer functioned as an intuitive guide, effortlessly transitioning the user's focus to the dynamic content when needed.
The digital environment
I engineered a fully responsive website hosting only the latest version of dynamic content. Key features included a no-scroll, single-view layout optimized to present all core information without friction, reducing user effort and cognitive load.
Conclusions
Outcomes of a new standard of trust
The product's immediate success and its subsequent mandate for every new firm project validated the approach as a scalable business solution.
Impact Metric
Reduced feedback cycles by 25% and improved team alignment and collaboration by 30%.
See for yourself. Each of these web-pages represents a successful application of this new approach, and they are all currently live and fully operational.
Key learning