Are you struggling to decide which features to prioritize in your product roadmap?
Understanding how to prioritize product features is crucial for any product manager or founder, especially when resources are limited, and every feature can significantly impact the product's success. This article provides a comprehensive guide on proven frameworks and strategies used by industry leaders to streamline your prioritization process and ensure you're focusing on what truly matters.
Intro: What, Why and Why
Before we dive into the specific models, let's discuss why we need to talk about it at all.
What is feature prioritization?
Feature prioritization is a systematic approach to deciding which features of product should be developed and implemented both in shorter and longer perspectives. It involves assessing and ranking features based on their potential impact, value to the user, alignment with business goals, and feasibility. In essence, feature prioritization helps product managers and teams make informed decisions about what to build next, ensuring that the product evolves in a way that maximizes value for both the users and the business.
This process is not just about selecting the most exciting or innovative features; it's about making tough decisions that balance short-term needs with long-term goals according to product management best practices. By carefully evaluating features, teams can ensure that their limited resources – such as time, budget, and manpower – are allocated to the features that will deliver the highest return on investment. In a competitive market, where user expectations and technological advancements are constantly evolving, effective feature prioritization can be the difference between a product's success and failure.
Why feature prioritization is important
Prioritizing product features is crucial for several reasons:
- Resource allocation. In any product development process, resources are finite. Prioritization ensures that the most critical features are developed first, making the best use of available time, money, and talent. This approach prevents teams from spreading themselves too thin across too many initiatives, which can lead to subpar outcomes or missed deadlines. (And if you already feel you need to speed up your processes, check out our list of 10 Product Management Tools to Automate Your Workflow.)
- Customer satisfaction. By focusing on features that meet the most pressing needs of users, teams can deliver a product that truly resonates with its audience. This not only enhances user satisfaction but also increases the likelihood of user retention and positive word-of-mouth, both of which are essential for the product's growth and longevity.
- Strategic alignment. Feature prioritization helps ensure that the product's development aligns with the company's overall business strategy. By prioritizing features that support strategic goals—such as entering new markets, improving user engagement, or enhancing scalability—teams can ensure that their work contributes directly to the company's success.
- Competitive advantage. In fast-paced industries, the ability to quickly deliver high-impact features can provide a significant competitive edge. Prioritization enables teams to respond swiftly to market demands, user feedback, and emerging trends, keeping the product relevant and ahead of the competition.
Why we need a prioritization framework
There are more general product management frameworks to accelerate and ease the work. Product prioritization frameworks are essential tools that provide a structured and objective approach to decision-making. Without a clear framework, prioritization can become a chaotic and subjective process, leading to inconsistent results and potential conflicts among stakeholders.
- Systematic evaluation. Frameworks allow teams to systematically evaluate each feature based on a set of predefined criteria. This helps reduce biases that can arise from personal opinions, assumptions, or departmental agendas. With a consistent framework, features are assessed on their merits, ensuring that decisions are made based on data and strategic alignment rather than on who advocates the loudest.
- Consistency. Using a framework ensures that the prioritization process remains consistent across different teams and product iterations. This consistency is particularly important in large organizations where multiple teams may be working on different aspects of the same product. A shared framework helps align everyone’s efforts toward the same goals, fostering collaboration and reducing misunderstandings.
- Transparency and communication. Frameworks also facilitate better communication among stakeholders. When everyone understands the criteria and the reasoning behind feature prioritization, it’s easier to explain why certain features are chosen over others. This transparency builds trust within the team and with external stakeholders, as it shows that decisions are made thoughtfully and are aligned with the overall strategy.
- Efficient decision-making. Frameworks streamline the decision-making process, making it faster and more efficient. By providing clear guidelines on how to prioritize features, frameworks reduce the time spent in debates and discussions, allowing teams to focus more on execution and less on deliberation. This efficiency is crucial in agile environments where quick iteration and delivery are key.
If you need more general inspiration, check out what makes a good product manager and let's dive into the meat of it!
RICE Scoring
How it works
A popular prioritization model, the RICE scoring evaluates features based on four criteria: Reach, Impact, Confidence, and Effort.
- Reach: How many users will the feature affect?
- Impact: How much will this feature impact the users?
- Confidence: How confident are you in your estimates for Reach and Impact?
- Effort: How much effort will it take to implement this feature?
The formula for RICE score is:
When to use
RICE is particularly useful when you need to prioritize features that can reach a broad audience and have a significant impact, but you also need to consider the level of effort required to implement them.
Companies using it
This model was introduced by Intercom. It allows Intercom to balance quick wins with long-term projects, ensuring a steady flow of valuable updates to their platform.
ICE Framework
How it works
The ICE framework is one of the most popular prioritization strategies. It assesses features based on three factors: Impact, Confidence, and Ease.
- Impact: The potential benefit of the feature.
- Confidence: The certainty of the impact assessment.
- Ease: The simplicity of implementing the feature.
The ICE score is calculated as: ICE Score=Impact×Confidence×Ease
When to use
The ICE framework is ideal for quickly assessing and prioritizing features, especially when speed is critical, and you need a straightforward method to evaluate multiple features.
Companies using it
Dropbox uses ICE primarily in the early stages of product development to filter out less promising ideas quickly. It helps them focus on features that are not only impactful but also relatively easy to implement, allowing them to iterate quickly.
Eleken also successfully used this framework when collaborating with Advan. It allowed us to conduct the redesign in three months, from the audit to the final screens and UI kit.
MoSCoW Framework
How it works
Another famous feature prioritization framework, MSCW stands for Must have, Should have, Could have, and Won’t have. It categorizes features into these four groups to prioritize them.
- Must have: Essential features without which the product cannot function.
- Should have: Important features that add significant value.
- Could have: Nice-to-have features that enhance the product but are not critical.
- Won’t have: Features that will not be included in the current cycle but might be considered for the future.
When to use
MSCW is best used during the initial planning stages of product development to ensure that the team focuses on critical features first.
Companies using it
Atlassian's use of MSCW is part of their agile project management approach. They often revisit the prioritization throughout the development process, adjusting the categories as more information becomes available or as market conditions change.
Eleken's team used the MoSCoW method to correctly define the minimum set of workable features for Prift, a personal finance platform.
Impact-Effort Matrix
How it works
This product feature matrix is a simple yet powerful tool for prioritizing based on the effort required to implement them and the impact they will have. The matrix is divided into four quadrants:
- Quick Wins: High impact, low effort. These are features that should be prioritized as they offer significant value with minimal effort.
- Major Projects: High impact, high effort. These are features that could have a significant impact but require substantial resources.
- Fill-Ins: Low impact, low effort. These features can be considered when there is available bandwidth, as they don’t require much effort but also don’t deliver much value.
- Thankless Tasks: Low impact, high effort. These features should generally be avoided as they consume resources but offer little in return.
When to use
The Impact-Effort Matrix is ideal when you need a straightforward visual tool to quickly assess and prioritize features, especially in a collaborative setting with multiple stakeholders.
Companies using it
Trello uses the Impact-Effort Matrix to prioritize new features and improvements. Their product team regularly updates the matrix in response to user feedback and internal strategy shifts. They also use it in product planning meetings to align team members on priorities.
Kano Model
How it works
The Kano Model categorizes features based on their ability to satisfy customer needs. It divides features into five categories:
- Must-Have (Basic Needs): Essential features that users expect. Without them, the product is incomplete.
- Performance Needs: Features that increase customer satisfaction proportionally to how well they are executed.
- Delighters (Excitement Needs): Unexpected features that can significantly boost customer satisfaction.
- Indifferent: Features that neither increase nor decrease customer satisfaction.
- Reverse: Features that, if implemented, might decrease customer satisfaction.
When to use
Use the Kano Model when customer satisfaction is the primary focus, and you need to balance essential features with those that could provide a competitive edge.
Companies using it
Apple has been known to use the Kano Model, particularly in the development of its hardware products. Apple’s use of the Kano Model emphasizes the importance of “Delighters” – features that users didn’t expect but find incredibly satisfying. This has been a key factor in their product launches, where even small details can have a significant impact on user satisfaction.
You can find a free Kano model template designed by Eleken’s team in our Figma community.
Feasibility Desirability and Viability Scorecard
How it works
This framework assesses features based on three criteria:
- Feasibility: Can the feature be implemented with the current technology and resources?
- Desirability: Do customers actually want or need this feature?
- Viability: Does the feature align with the business model and contribute to its financial success?
When to use
This scorecard is particularly useful when you need to ensure that a feature not only can be built but also will be wanted by customers and will contribute to business success.
Companies using it
Asana uses this framework during quarterly planning sessions. The weighted scores help the team balance long-term strategic goals with immediate customer needs, ensuring that both are reflected in the product roadmap.
Weighted Scoring Prioritization
How it works
Weighted Scoring involves assigning a score to each feature based on multiple criteria (e.g., impact, cost, alignment with strategic goals). Each criterion is given a weight based on its importance, and features are scored accordingly. The scores are then summed to create a weighted score that determines the feature’s priority.
When to use
This method is best when you have a large number of features and need a detailed, quantifiable way to prioritize them. It’s particularly useful when the decision-making process needs to be data-driven and objective.
Cost of Delay
How it works
Cost of Delay (CoD) calculates the financial impact of delaying the implementation of a feature. It combines the potential revenue loss or opportunity cost with the time factor to give a clear picture of how much it costs to postpone work on a feature.
When to use
Use the Cost of Delay framework when time-to-market is critical, and you need to understand the financial implications of delaying certain features.
Companies using it
Companies like Cisco and Nokia use the Cost of Delay in their SAFe (Scaled Agile Framework) practices. In SAFe, Cost of Delay is combined with WSJF (Weighted Shortest Job First) to ensure that the most valuable work is done first. This method has been particularly effective in large-scale projects where delays can have significant financial repercussions.
Product Tree
How it works
The Product Tree framework is a visual, collaborative approach where the product roadmap is likened to a tree. Features are represented as leaves, branches, and roots:
- Roots: Core functionalities that form the foundation of the product.
- Branches: Major areas of growth and expansion.
- Leaves: Smaller features and enhancements.
When to use
This framework is ideal for brainstorming sessions and workshops where you need to engage multiple stakeholders in a creative and visual way to prioritize features.
WSJF (Weighted Shortest Job First)
How it works
WSJF prioritizes features by dividing the cost of delay by the job size (effort required). The formula is:
WSJF=Cost of Delay/Job Size
Features with the highest WSJF score should be prioritized.
When to use
WSJF is particularly effective in Agile environments where you need to balance speed and value, ensuring that high-value features are delivered as quickly as possible.
Companies using it
Spotify uses WSJF to manage its agile development process, especially when deciding which features to release in their continuous deployment pipeline. At Spotify, WSJF is integrated into their agile ceremonies, particularly in sprint planning and backlog refinement sessions. It helps the team make data-driven decisions on what to build next, balancing business needs with technical considerations.
Opportunity Scoring
How it works
Opportunity Scoring, also known as the Opportunity Algorithm, prioritizes features based on customer satisfaction versus the importance of unmet needs. It involves surveying customers to determine which features they deem important and how satisfied they are with existing solutions.
When to use
This method is best used when you want to identify and prioritize features that can address significant gaps in the market or meet unmet customer needs.
Story Mapping
How it works
Story Mapping organizes features into a visual map that shows the journey a user takes through the product. It highlights essential activities (the backbone) and the associated tasks (stories) that need to be completed for each activity.
When to use
Use Story Mapping when you want to focus on user experience and ensure that features are prioritized based on the value they provide along the user journey.
Companies using it
Airbnb’s product teams use story mapping early in the development process to create a shared understanding of the user journey. This approach helps them maintain a user-centered focus throughout development, ensuring that new features improve the experience at critical touchpoints.
Eisenhower Matrix
How it works
The Eisenhower Matrix prioritizes tasks based on urgency and importance. It’s divided into four quadrants:
- Do First: Important and urgent tasks.
- Schedule: Important but not urgent tasks.
- Delegate: Urgent but not important tasks.
- Don’t Do: Neither urgent nor important tasks.
When to use
This matrix is useful when you need a simple and quick way to prioritize features based on their urgency and importance, often in a fast-paced environment.
Buy-a-Feature
How it works
Buy-a-Feature belongs to more gamified prioritization techniques where stakeholders are given a budget and must “purchase” features they believe are the most valuable. This gamified approach helps teams understand which features are truly prioritized by different stakeholders.
When to use
This framework is ideal for workshops and collaborative settings where you want to engage stakeholders in the prioritization process and get buy-in on feature development.
Companies using it
IDEO, a global design and innovation consultancy, uses Buy-a-Feature in their client workshops to engage stakeholders in the prioritization process. IDEO facilitates Buy-a-Feature sessions with cross-functional teams, allowing them to “purchase” features using a limited budget. This method helps to reveal which features are genuinely valued by different stakeholders, providing a clear prioritization for the development team.
Value vs. Complexity Quadrant
How it works
This framework evaluates features based on their value (benefit to the user or business) versus their complexity (difficulty to implement). The quadrant helps teams identify:
- Quick Wins: High value, low complexity.
- Strategic: High value, high complexity.
- Low-Hanging Fruit: Low value, low complexity.
- High-Risk: Low value, high complexity.
When to use
Use the Value vs. Complexity Quadrant when you need to balance feature value with development effort and want to focus on delivering the highest value with the least complexity.
Value vs. Risk Quadrant
How it works:
- Features are plotted on a quadrant based on their value (to the customer or business) and the associated risk (technical, market, etc.).
- Quadrants typically include High Value/Low Risk (prioritize), High Value/High Risk (consider with caution), Low Value/Low Risk (fill-in work), and Low Value/High Risk (avoid).
When to use
This framework is ideal when managing a portfolio of features where risk is a significant consideration alongside value.
Feature Buckets
How it works
Feature Buckets categorize features into three main buckets:
- Metrics Movers: Features that will significantly impact key performance indicators (KPIs).
- Customer Requests: Features that are frequently requested by users.
- Delights: Features that will delight users but may not have a direct impact on metrics.
When to use
This method is useful when you want to ensure that your product development aligns with both business goals (metrics movers) and customer satisfaction (customer requests and delights).
Pareto Analysis
How it works
Pareto Analysis, based on the 80/20 rule, focuses on identifying the 20% of features that will deliver 80% of the value. By prioritizing these high-impact features, teams can maximize the value delivered with minimal effort.
When to use
Pareto Analysis is ideal when you need to focus on a few key features that will have the most significant impact on your product’s success.
Prune the Product Tree
How it works
Similar to the Product Tree framework, this approach involves regularly reviewing and “pruning” features that are no longer valuable or necessary, ensuring that the product remains focused and streamlined.
When to use
Use this framework when you need to manage product complexity and ensure that only the most valuable features are maintained and enhanced over time.
Heuristic Prioritization
How it works
Heuristic Prioritization involves using rules of thumb or experience-based techniques to prioritize features. This might include relying on expert judgment, historical data, or simple scoring systems based on past successes.
When to use
This method is useful in environments where there is a wealth of experience and historical data to draw from, allowing for quick and intuitive decision-making.
Simplicity Mapping
How it works
Simplicity Mapping focuses on identifying the simplest way to deliver a feature that meets the core requirements. It involves stripping down features to their essential components and prioritizing simplicity in both design and implementation.
When to use
Use Simplicity Mapping when you need to ensure that features are not over-engineered and that development resources are used efficiently.
Speedboat
How it works
Speedboat is a metaphorical exercise where the product is viewed as a speedboat, and features or obstacles are the anchors slowing it down. The goal is to identify and eliminate these anchors to improve product speed and efficiency.
When to use
This framework is ideal for identifying and addressing bottlenecks or features that are slowing down development or reducing product performance.
Objectives and Key Results (OKRs)
How it works
OKRs involve setting specific, measurable objectives and associated key results to track progress. Features are prioritized based on their ability to help achieve these objectives.
When to use
Use OKRs when you want to ensure that feature development is tightly aligned with strategic business goals and that progress can be tracked against measurable outcomes.
Companies using it
Google popularized the use of OKRs to align teams with the company’s strategic goals. Features are prioritized based on how well they contribute to achieving specific, measurable objectives. Google reviews OKRs quarterly, adjusting feature priorities based on progress toward key results. This dynamic approach ensures that their product development remains aligned with their broader business goals, even as those goals evolve.
Opportunity Assessment Framework
How it works:
- This framework assesses features based on three main criteria: Desirability (customer demand), Feasibility (technical ability to deliver), and Viability (alignment with business goals).
- Each feature is scored and ranked accordingly.
When to use
This is particularly useful when exploring new feature ideas or innovative concepts that need to be validated against customer demand and technical feasibility.
Ruthless Prioritization
How it works:
- Involves setting strict criteria for what gets prioritized, often focusing on a single metric (e.g., revenue impact) to drive all decisions.
- Features that do not meet the criteria are delayed or discarded.
When to use
Best for startups or companies in highly competitive markets where focus and speed are essential, and resources are extremely limited.
The Fibonacci Sequence for Agile Prioritization
How it works:
- Uses the Fibonacci sequence (1, 2, 3, 5, 8, 13, etc.) to estimate the effort required for each feature.
- The sequence helps avoid the underestimation of effort by forcing larger steps between options.
When to use
Useful in Agile environments where teams need to estimate and prioritize features with varying levels of complexity.
Final Thoughts
Our designers use 4 prioritization methods: ICE Framework, Feature Identification and Analysis, RICE score, and Lean Hypothesis Prioritization Canvas but we're always ready to meet you halfway. Development, design and product management always goes hand in hand. Prioritizing can be hard but you don't have to deal with it alone. As your design partner, we can help discover and prioritize product features as we’ve done it dozens times before. Contact us today to bring your product to the next level!
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