What do NFL offenses and enterprise product design have in common? Both require reusable frameworks that align teams to goals quickly, consistently, and effectively. Learn how to build a custom product design framework inspired by the efficiencies of NFL offenses in this talk by Brian Bimschleger of Digital Telepathy.

2. WHAT FOOTBALL
CAN TEACH US
ABOUT PRODUCT
DESIGN

3. BRIAN
BIMSCHLEGER
SENIOR STRATEGIST,
DIGITAL TELEPATHY
@BIMSCHLEGER
#INVISIONWEBINAR

7. design

11. LANGUAGE EVOLUTION
SINGLE WING WEST COAST AIR CORYELL ERHARDT-PERKINS

12. SINGLE WING
60s 70s 80s 90s

13. H-SWEEP

14. H-SWEEP

15. WEST COAST
60s 70s 80s 90s

16. X-SLANT Z-SLANT F-GO Y-OUT H-FLAT

17. X-SLANT Z-SLANT F-GO Y-OUT H-FLAT

18. X-SLANT Z-SLANT F-GO Y-OUT H-FLAT

19. AIR CORYELL
60s 70s 80s 90s

20. ROUTE TREE

21. ROUTE TREE

22. ROUTE TREE

23. 229 Y-OUT H-FLAT

24. 229 Y-OUT H-FLAT

25. 229 Y-OUT H-FLAT

26. ERHARDT-PERKINS
60s 70s 90s80s

27. THE “GHOST” CONCEPT

28. GHOST TOSSER

29. GHOST TOSSER

30. GHOST TOSSER

31. SENIOR STRATEGIST,
DIGITAL TELEPATHYHOW
FRAMEWORKS
HELP LARGE
TEAMS
Effective
communication of
complex concepts
Improved accuracy &
performance
Reduced time
planning to reduce
time implementing

33. SENIOR STRATEGIST,
DIGITAL TELEPATHY
ELEMENT
A route

34. SENIOR STRATEGIST,
DIGITAL TELEPATHY
ELEMENT
COMPONENT
A route concept

35. SENIOR STRATEGIST,
DIGITAL TELEPATHY
ELEMENT
COMPONENT
LAYOUT
A play

36. SENIOR STRATEGIST,
DIGITAL TELEPATHY
content
ELEMENT
COMPONENT
LAYOUT
EXPERIENCE
A drive

37. SENIOR STRATEGIST,
DIGITAL TELEPATHY
DESIGN
LANGUAGE
Consistency in
applied styles
Concise language
declares intention
Less back-and-forth
needed during
development

38. concepting language

40. WHITEBOARD
FRAMEWORK

41. Have a Story.
Obey the Legend.

42. AS A
I WANT TO
SO THAT

43. WHEN I
I WANT TO
SO THAT

44. WHEN I HAVE SIGNED UP FOR INVISION
I WANT TO CREATE A NEW PROJECT
SO THAT I CAN STORE MY PROTOTYPES

45. LAYOUT
CONDITIONAL
CONTENT
ACTION

46. LAYOUT
CONDITIONAL
CONTENT
ACTION

48. PAGE MODAL TAKEOVER EXTERNAL

50. LAYOUT
CONDITIONAL
CONTENT
ACTION

52. cbx:
radio:
boxcar:
dr. mario:
sdd:
dd:
table:
col:
cta:

53. LAYOUT
CONDITIONAL
CONTENT
ACTION

55. cta cta
clicked on next step

56. LAYOUT
CONDITIONAL
CONTENT
ACTION

57. modal:
cta:
copy:
cbx:
future:

59. Have a Story.
Obey the Legend.

60. WHEN I
I WANT TO
SO THAT

61. LAYOUT
CONDITIONAL
CONTENT
ACTION

62. SENIOR STRATEGIST,
DIGITAL TELEPATHYCHALLENGES
TO ANTICIPATE
It takes time to get it right
(6 months to refine at DT)
Expect friction in the
beginning, as rules are new
Emphasize team
participation

65. SENIOR STRATEGIST,
DIGITAL TELEPATHYHUDDLE UP TO
SEE HOW THIS
CAN WORK FOR
YOUR TEAM
Find a common user flow
Determine layouts
and actions
Take it to the whiteboard

66. #WHITEBOARDFRAMEWORK
@bimschleger
design