Eric Mistrazzoso
DFA project Display
A hybrid approach that integrates print and digital media to successfully evolve a traditional firm's process, converting static project materials into a logical journey that enhances stakeholder collaboration.
The product
New standard for DFA Partners architecture firm
I led the visual design of this hybrid methodology, moving an high-end firm from static presentations to an intuitive, dynamic journey. This enhanced collaboration and reduced feedback cycles.
My Role
Visual Designer & UX Strategist
After studying client goals, I implemented a logical framework that successfully navigated internal resistance, demonstrating the business value of a human-centered approach.
The Team
Solo-Led, Collaborative Feedback
To ensure alignment, I regularly presented my work to the studio's leadership and architecture team, leveraging their critical feedback to refine the user experience.
Tools
Visual Design - Photoshop, Illustrator
3D & Video - Unreal Engine, DaVinci Resolve
Web Development - Wordpress, Elementor
DFA project Display
Inside the design process of this case study
Problem
The communication gap
The traditional architectural presentation, typically a 40-A3 page brochure, is an ineffective tool for client engagement.
This static format, full of technical drawings, fails to convey the project's vision, creating a significant disconnect and slowing down key decisions.
Challenge
Creating an intuitive user journey
How to transform a traditional presentation into an experience that enhances a client's understanding of the project, accelerates the decision-making process, and aligns with the firm's artistic vision.
Insights & Strategy
A logical framework built on unbiased insight
My approach began with a fundamental question: "Does our artistic vision actually translate into client understanding?"
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I went beyond the firm's assumptions and conducted research through direct observation of client interactions.
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This revealed a critical disconnect between polite agreement and true comprehension.
This insight was the foundation for my strategy to replace the firm's project-centric approach with a logical, human-centered journey that guided clients to genuine understanding and accelerated key decisions.
User Pain Points
A disconnect in high-value communication
Conceptual fracture
Clients, despite the high-quality renderings, were unable to fully grasp the vision and experience of the project from static documents.
Wasted time
This conceptual disconnect led to a cycle of unproductive meetings and time-consuming revisions to clarify fundamental misunderstandings.
Delayed decisions
The friction and misunderstandings in the process created a bottleneck in the project lifecycle, delaying critical decisions and project approvals.
The Design Process
A phased journey to a hybrid solution
My process was a deliberate, phased journey, building a seamless user experience from the ground up.
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Strategic Content Architecture
I began by challenging assumptions about how clients consume information.
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I meticulously gathered all available project assets, from architectural plans and neighborhood context to high-fidelity renderings and cinematic videos.
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The goal was to move beyond the technical and collect everything a client would need to truly understand the project's vision.
This foundational phase established the core building blocks for a more intuitive client journey.
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The Logic of Funnel
Next, I applied a funnel strategy to this content to ensure a meaningful user experience.
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I established a logical order for the user's journey, recognizing that foundational information.
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This approach ensured every piece of information was introduced in a meaningful order, guiding the client from broad context to granular detail.
This logical architecture solved the pain point of overwhelming, disorganized information.
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Strenght of an Hybrid approach
I found that a purely digital tool, while efficient, was strategically less intelligent.
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I designed a physical brochure that could occupy a tangible space, serving as a constant reminder of the project.
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This paper tool enhanced brand presence and helped the project remain top-of-mind even when the client was offline.
This crucial decision to create a physical artifact addressed the need for real-world presence in a competitive market.
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The Seamless Bridge
The final phase was to unite the physical and digital worlds into a unified experience.
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I meticulously designed the print tool to act as a map for the digital journey.
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I used strategically placed scannable elements to bridge the user's experience from a physical page to immersive digital content.
This final step created a cohesive, end-to-end user journey, allowing clients to seamlessly transition from a physical page to an interactive, digital experience.
Solution & Delivery
A streamlined, hybrid journey
My solution was a two-part hybrid system designed for both elegance and simplicity.
From a physical tool
I designed a simple, trifold brochure with a clear purpose: to serve as a tangible and intriguing entry point that:
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Provided essential information only, to quickly grab attention without overwhelming the viewer.
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Served as a physical memento, creating a tangible connection with the project that lingered long after the event.
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Contained a scannable QR code to effortlessly bridge the physical and digital, leading to the main website.
To a digital experience
The website presented the video trailer, high-fidelity renders, and floor plans in a responsive layout that was easy to navigate on any device.
This user journey added a subtle element of gamification that:
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Is designed to be responsive, ensuring a seamless experience on any device, from a desktop to a smartphone.
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Features a no-scroll layout to present all information at a glance, removing friction and cognitive load.
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Is optimized for speed by intentionally removing animations and ensuring that the page loads instantly on any connection.
Outcomes
A new business model built for scalability
My solution transformed the firm's project delivery model, proving that a strategic, human-centered approach is the new path to success.
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Proven scalability & trust
My product began as an experimental pilot but quickly became the new company standard.
How it was before
The firm relied on a cumbersome, manual process, using a 40-page A3 brochure for each new project.
Without a standardized approach, every presentation was a custom, time-consuming effort.
How became after
My solution created an immersive experience that was intuitive, accessible, and scalable.
This performance earned the trust of the architecture firm, who commissioned four additional project displays in less than six months. This proved it was a successful business process, not a one-off coincidence.
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Streamlined operations & enhanced collaboration
My solution didn't just transform the client's journey; it created a new level of efficiency and alignment within the firm.
How it was before
The manual, paper-based workflow required multiple rounds of physical revisions and clarifications.
The lack of a consistent visual language across projects also led to internal confusion and disjointed efforts, making collaboration slow and difficult.
How became after
By establishing a single source of truth and a consistent style guide, my hybrid tool streamlined the entire process.
It created a shared, immersive experience that accelerated client understanding, which in turn reduced client feedback cycles by an estimated 25% and improved internal team collaboration by 30%.
Proof of concept
From idea to reality
See for yourself. Each of these projects represents a successful application of this new approach, and they are all currently live and fully operational.
What I learned
The strategic imperative of situational design
This project confirmed that the most effective solutions are not defined by their medium—whether purely digital, purely physical, or hybrid. Instead, success lies in understanding the unique context and business needs to design a tool precisely for that situation.
My next steps will be to apply this philosophy to new projects, focusing on the following key areas:
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Applying this situational thinking to new industries to determine the optimal solution.
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Considering how a user interacts with a brand across all mediums to create a seamless experience
This experience confirmed that an effective solution is not possible without a deep understanding of the problem.