13 August 2020 / #product-management #decision-making #priorization

6 minutes read

Understanding Prioritization in Technology Companies

Importance of Prioritization in Technology Companies

Prioritization is crucial in technology companies because the pace of innovation and the rate of change in the industry are so rapid. As a result, companies must continually adapt and iterate their products to stay competitive and meet customer needs. However, with limited resources and time, it’s impossible to pursue every opportunity or idea. Therefore, effective prioritization becomes essential for companies to focus on the most critical features or initiatives that will have the most significant impact on the business.

Popular Prioritization Frameworks Used in Product Management There are many prioritization frameworks used in product management to help companies prioritize effectively. These frameworks help product teams make informed decisions, communicate priorities effectively to stakeholders, and align the team’s efforts toward achieving the company’s goals. Here are some popular prioritization frameworks used in product management, along with an example for each:

MoSCoW prioritization

The MoSCoW prioritization framework classifies requirements or features into four categories: Must have, Should have, Could have, and Won’t have. This framework helps product managers prioritize features by identifying what is essential, what is necessary but can wait, what is a nice-to-have, and what can be ignored.

Example: A product manager at a tech startup is working on a new mobile app. The app must have features such as account creation and authentication (Must have), payment processing (Should have), push notifications (Could have), and social media integration (Won’t have).

RICE scoring framework

The RICE scoring framework assigns scores to features based on their potential reach, impact, confidence, and effort required to implement. This framework helps product managers prioritize features based on their potential impact on the business.

Example: A product manager at an e-commerce company is considering adding a new feature to the website. They use the RICE framework to score the feature based on its potential reach, impact, confidence, and effort required to implement. The feature scores a total of 30, with high scores for reach and impact, indicating that it should be a priority for the team.

Kano model

The Kano model categorizes features into must-haves, performance features, and delighters, helping product managers identify which features will delight customers and which ones will merely satisfy them.

Example: A product manager at a fitness app company is deciding which features to add to the app. They use the Kano model to categorize the features and determine which ones will delight their customers. They discover that a personalized workout plan is a must-have, while a social media integration feature is a performance feature.

Eisenhower Matrix

The Eisenhower Matrix is a simple prioritization framework that helps people determine which tasks are most important based on their urgency and importance.

Example: A product manager at a software company is trying to decide which tasks to prioritize. They use the Eisenhower Matrix to categorize tasks based on their urgency and importance. They discover that a bug fix is both urgent and important, while updating the website’s FAQ is not urgent or important.

Weighted Scoring Model

The Weighted Scoring Model assigns weights to different factors such as user value, effort, and technical feasibility and then scores each feature based on these factors.

Example: A product manager at a social media company is considering adding a new feature that allows users to schedule posts. They use the Weighted Scoring Model to assign weights to user value, effort, and technical feasibility. They discover that the feature has a high user value and low technical feasibility, indicating that it should be a priority for the team.

Other prioritization frameworks used in product management

These prioritization frameworks can be helpful in different situations, and the choice of framework may depend on the company’s size, industry, and goals.

Value vs. Complexity Matrix

This framework helps product managers prioritize features based on their value to the customer versus the complexity of implementing them.

ICE Scoring Framework

ICE stands for Impact, Confidence, and Ease. This framework assigns scores to features based on their potential impact, confidence in their success, and ease of implementation.

Buy a Feature

This framework involves asking customers to “buy” features with virtual currency, giving product managers insights into which features customers value most.

Theme Screening

This framework involves evaluating potential themes (sets of features) for their potential impact on the business, technical feasibility, and customer value.

100-Point Method

This framework assigns a maximum of 100 points to a list of features or initiatives and asks stakeholders to distribute the points based on the features’ importance.

Choosing a priorization framework

here’s an explanation of what a team or product manager should consider when deciding which prioritization framework to use:

Company Goals: The prioritization framework used should align with the company’s overall goals and strategic direction. For example, if the company’s goal is to increase revenue, a framework that prioritizes features based on potential revenue impact may be more appropriate.
Team Size and Expertise: The size and expertise of the team using the framework should also be considered. Some frameworks may be more complicated and require more expertise to use effectively. In contrast, other frameworks may be simpler and more suitable for smaller teams.
Customer Needs: Prioritizing features based on customer needs is critical in product development. Therefore, frameworks that focus on customer value and feedback may be more appropriate.
Technical Constraints: The technical feasibility of implementing a feature or initiative should also be considered when choosing a prioritization framework. Some frameworks may prioritize features based on technical feasibility, while others may focus more on customer value.
Industry and Competition: The industry and competition should also be considered when choosing a prioritization framework. Some frameworks may be better suited for specific industries or competitive environments.

Ultimately, the choice of prioritization framework should be made based on the specific needs and circumstances of the team or company. By considering these factors, product managers can choose the framework that will provide the most value and help them achieve their goals.

Importance of Effective Prioritization

Effective prioritization ensures that the product roadmap is continually evolving and aligns with the company’s strategic direction. It also helps teams focus on the most critical features or initiatives that will have the most significant impact on the business. Effective prioritization is especially critical in startups and small companies where resources are limited, and each decision can make a significant impact on the company’s growth and success.

Prioritization frameworks provide a structured and consistent way to evaluate and prioritize features or initiatives. By using these frameworks, product managers can make informed decisions and align the team’s efforts toward achieving the company’s goals. However, it’s essential to remember that prioritization is an ongoing process and should be revisited regularly as circumstances change and new information becomes available.