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What's the best way to prioritize product features for testing?

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If you're working on product R&D, you know that testing is a crucial part of validating your ideas and improving your features. But how do you decide which features to test first, and which ones to postpone or discard? In this article, you'll learn some practical methods to prioritize your product features for testing, based on user needs, business goals, and technical feasibility.

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Jonathan Lovatt-Young

1 User feedback loop

One of the most effective ways to prioritize your product features for testing is to create a user feedback loop. This means that you constantly collect and analyze user data, such as surveys, interviews, analytics, or reviews, to understand what your users want, need, and expect from your product. Then, you use this information to rank your features according to their value and impact for your users. You can also use tools like user personas, user stories, or user journey maps to empathize with your users and design features that solve their problems or enhance their experience.

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Jonathan Lovatt-Young
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Prioritisation can often mean easy – a product stuffed full of quick wins, that ultimately falls flat on it's face. There's one chance to launch. Get it right. Use a combination of Value and Feasibility. Value should be constructed from: – value to the customer (through primary research insights) – value to the organisation (commercial, retention, subscription, recommendation) - fitting to brand strategy - habit forming (long term usage) Feasibility should be constructed from: - operational readiness (resources, processes) - capabilities (platforms, data, systems) Whilst the top scoring will reveal those straightforward features, look at the ultra high value with low scoring feasibility - these are the differentiating features.

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2 Business value matrix

Another useful method to prioritize your product features for testing is to use a business value matrix. This is a simple tool that helps you evaluate your features based on two criteria: their alignment with your business goals and their level of effort or complexity. You can plot your features on a four-quadrant matrix, where the top-right quadrant represents the features that have high business value and low effort, and the bottom-left quadrant represents the features that have low business value and high effort. Ideally, you should focus on testing the features that are in the top-right quadrant first, as they will bring you the most return on investment.

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3 MoSCoW method

A third method to prioritize your product features for testing is to use the MoSCoW method. This is an acronym that stands for Must have, Should have, Could have, and Won't have. The idea is to categorize your features into these four groups, based on their importance and urgency for your product. The Must have features are the ones that are essential for your product to function and satisfy your users. The Should have features are the ones that are important but not critical for your product. The Could have features are the ones that are nice to have but not necessary for your product. The Won't have features are the ones that are out of scope or irrelevant for your product. By using this method, you can easily identify the features that you need to test first, which are the Must have ones.

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4 Kano model

A fourth method to prioritize your product features for testing is to use the Kano model. This is a framework that helps you classify your features into five categories, based on how they affect your user satisfaction. The five categories are: Basic, Performance, Excitement, Indifferent, and Reverse. The Basic features are the ones that your users expect and take for granted. The Performance features are the ones that your users value and pay attention to. The Excitement features are the ones that your users don't expect but delight them. The Indifferent features are the ones that your users don't care about. The Reverse features are the ones that your users dislike or avoid. By using this model, you can prioritize the features that you need to test to increase your user satisfaction, which are the Basic, Performance, and Excitement ones.

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5 RICE score

A fifth method to prioritize your product features for testing is to use the RICE score. This is a formula that helps you calculate a score for each feature, based on four factors: Reach, Impact, Confidence, and Effort. The Reach factor measures how many users will benefit from the feature. The Impact factor measures how much the feature will improve your user satisfaction or business goals. The Confidence factor measures how certain you are about your estimates of Reach and Impact. The Effort factor measures how much time, money, or resources the feature will require. By multiplying Reach, Impact, and Confidence, and dividing by Effort, you can get a RICE score for each feature. The higher the score, the higher the priority for testing the feature.

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Max Volokhoff

Marketing Innovation, VC, R&D, Growth, Building startups for corporations
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The most common mistake here is to try to make a more advanced and intelligent system, when it is just the opposite, to simplify as much as possible. The whole point is that your ideas are rated and sorted. How much exactly is not so important, 80% of success is that they are generally not equal to each other. So choose the option that you can make a team with your eyes closed.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Max Volokhoff

Marketing Innovation, VC, R&D, Growth, Building startups for corporations
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A couple of tips: 1) Separate idea streams from audience and data what you get, and author. Both are important. 2) It is often more useful to remove a feature than to add a new one. Try not adding, but replacing with something that takes the previous work and adds a little more.

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What's the best way to prioritize product features for testing?

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1 User feedback loop

2 Business value matrix

3 MoSCoW method

4 Kano model

5 RICE score

6 Here’s what else to consider

Product R&D

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What's the best way to prioritize product features for testing?

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3

4

5

6

1 User feedback loop

2 Business value matrix

3 MoSCoW method

4 Kano model

5 RICE score

6 Here’s what else to consider

Product R&D

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