If you’re a product manager, developer, or marketer, you know how challenging it can be to prioritize features for your product. There are always more ideas than resources, and you have to balance the needs and wants of your users, stakeholders, and business goals. How do you choose which features to work on first, and which ones to postpone or discard?
That’s where feature prioritization frameworks and methods come in handy. These are tools that help you evaluate and rank features based on various criteria, such as user value, effort, impact, risk, and alignment with your vision and strategy. By using these frameworks and methods, you can make more informed decisions on what to build next, and avoid wasting time and money on features that don’t matter.
There are many frameworks and methods that you can use to prioritize features. Here are the 7 mostly used feature prioritization frameworks and methods.
1. MoSCoW
This method categorizes features into four groups: Must have, Should have, Could have, and Won’t have.
➡ Must have: These are the features that are essential for the Product to function and meet the customer needs. Without these features, the product would not be usable or valuable.
➡ Should have: These are the features that are important but not critical for the Product. These features enhance the user experience and satisfaction, but they are not mandatory.
➡ Could have: These are the features that are nice to have but not necessary for the Product. These features add some value or convenience to the users, but they are not essential.
➡ Won’t have: These are the features that are out of scope or irrelevant for the Product. These features do not add any value or benefit to the users or the business, and they may even distract or confuse them.
How to Use MoSCoW Method?
- List all the features that you want to prioritize
- Assign each feature to one of the four groups based on their importance and urgency
- Work on the features in the order of Must have, Should have, Could have, and Won’t have
Example of a MoSCoW prioritization for a Product that helps users manage their personal finances:
| Feature | Group |
| Add budget tracker | Must have |
| Add savings calculator | Should have |
| Add credit score checker | Could have |
| Add stock market tracker | Won’t have |
- Must have: Adding a budget tracker is a must-have feature because it helps users to monitor their income and expenses, set their financial goals, and control their spending habits.
- Should have: Adding a savings calculator is a should-have feature because it helps users to estimate how much they can save over time, based on their income, expenses, and interest rate.
- Could have: Adding a credit score checker is a could-have feature because it helps users to check their credit score and history and get tips on how to improve it, but it is not a core function of the product.
- Won’t have: Adding a stock market tracker is a won’t-have feature because it does not help users to manage their personal finances, and it may require a lot of time and resources to implement.
2. RICE
This method scores features based on four criteria: Reach, Impact, Confidence, and Effort.
➡ Reach is the number of customers or users who will benefit from the feature.
➡ Impact is the degree of positive change that the feature will create for the customers or users.
➡ Confidence is the level of certainty that you have about the reach and impact estimates.
➡ Effort is the amount of time and resources that it will take to implement the feature.
How to Use the RICE method?
- List all the features that you want to prioritize
- Estimate the reach, impact, confidence, and effort of each feature using a scale (e.g., high, medium, low) or a numerical value (e.g., 1-10)
- To calculate the RICE score, we can use a numerical value of 10 for high, 5 for medium, and 1 for low.
- The formula is: RICE = (Reach x Impact x Confidence) / Effort.
- Work on the features with the highest RICE score first
Example of RICE prioritization for a Product that helps users manage their personal finances:
| Feature | Reach | Impact | Confidence | Effort | RICE Score |
| Add budget tracker | High | High | High | Medium | High |
| Add savings calculator | High | Medium | Medium | Low | Medium |
| Add credit score checker | Medium | Low | Low | Low | Low |
| Add stock market tracker | Low | Low | Low | High | Very low |
- Add budget tracker
- This feature has a high reach because it benefits all the users who want to monitor their income and expenses, set their financial goals, and control their spending habits.
- It also has a high impact because it creates a positive change for the users by helping them to save money and achieve their financial objectives.
- It also has a high confidence because the estimates are based on reliable data and research.
- It has a medium effort because it requires some time and resources to implement.
- Therefore, it has a high RICE score and should be worked on first.
- For this feature, the RICE score is: (10 x 10 x 10) / 5 = 200.
- Add savings calculator
- This feature has a high reach because it benefits all the users who want to estimate how much they can save over time, based on their income, expenses, and interest rate.
- It has a medium impact because it enhances the user experience and satisfaction, but it is not a core function of the product.
- It has a medium confidence because the estimates are based on some data and research, but they are not very precise or accurate.
- It has a low effort because it does not require a lot of time and resources to implement.
- Therefore, it has a medium RICE score and should be worked on next.
- For this feature, the RICE score is: (10 x 5 x 5) / 1 = 250.
- Add credit score checker
- This feature has a medium reach because it benefits some of the users who want to check their credit score and history, and get tips on how to improve it, but not all of them.
- It has a low impact because it adds some value or convenience to the users, but it is not essential or critical for the product.
- It has a low confidence because the estimates are based on assumptions and guesses, and they are not very reliable or valid.
- It has a low effort because it does not require a lot of time and resources to implement.
- Therefore, it has a low RICE score and should be worked on later or avoided.
- For this feature, the RICE score is: (5 x 1 x 1) / 1 = 5.
- Add stock market tracker
- This feature has a low reach because it benefits only some of the users who want to track their investments in the stock market, but not all of them.
- It has a low impact because it does not help users to manage their personal finances, and it may even distract or confuse them.
- It has a low confidence because the estimates are based on assumptions and guesses, and they are not very reliable or valid.
- It has a high effort because it requires a lot of time and resources to implement.
- Therefore, it has a very low RICE score and should be avoided or deprioritized.
- For this feature, the RICE score is: (1 x 1 x 1) / 10 = 0.1.
3. Kano Model
This method classifies features into five types: Basic, Performance, Excitement, Indifferent, and Reverse.
➡ Basic: These are the features that are expected by the customers or users and do not increase satisfaction if present, but decrease satisfaction if absent. These features are the minimum requirements for the Product to function and meet the customer needs. Without these features, the product would not be usable or valuable. .
➡ Performance: These are the features that are proportional to the customer or user satisfaction; the more of them, the better. These features enhance the user experience and satisfaction by providing more value or benefit to the customers or users. The more of these features are present, the more satisfied the customers or users are.
➡ Excitement: These are the features that are unexpected by the customers or users and increase satisfaction if present, but do not decrease satisfaction if absent. These features delight and surprise the customers or users by providing something extra or novel that they did not anticipate. These features are not essential or critical for the product, but they can create a competitive advantage and increase customer loyalty.
➡ Indifferent: These are the features that do not affect customer or user satisfaction at all. These features do not add any value or benefit to the customers or users, and they do not care whether they are present or absent. These features are not relevant or important for the product, and they may even be ignored by the customers or users.
➡ Reverse: These are the features that decrease customer or user satisfaction if present, but do not increase satisfaction if absent. These features do not help customers or users to manage their personal finances, and they may even distract or confuse them. These features are detrimental or harmful for the product, and they should be avoided or removed.
How to Use the Kano model?
- List all the features that you want to prioritize
- Conduct a survey or an interview with your customers or users and ask them two questions for each feature: How do you feel if the feature is present? How do you feel if the feature is absent?
- Analyze the responses and classify each feature into one of the five types based on the following table.
- Work on the features in the order of Basic, Performance, Excitement, Indifferent, and Reverse
| Feature is present | Feature is absent | Feature type |
| I like it | I expect it | Basic |
| I like it | I am neutral | Performance |
| I like it | I don’t care | Excitement |
| I am neutral | I am neutral | Indifferent |
| I don’t like it | I don’t care | Reverse |
Example of a Kano prioritization for a Product that helps users to manage their personal finances
| Feature | Feature type |
| Add budget tracker | Basic |
| Add savings calculator | Performance |
| Add credit score checker | Excitement |
| Add currency converter | Indifferent |
| Add stock market tracker | Reverse |
- Adding a budget tracker
- It is a basic feature because it is expected by the customers or users who want to monitor their income and expenses, set their financial goals, and control their spending habits.
- If this feature is absent, the customers or users would be dissatisfied and may switch to another product.
- Adding a savings calculator
- It is a performance feature because it provides more value or benefit to the customers or users by helping them to estimate how much they can save over time, based on their income, expenses, and interest rate.
- The more savings calculator features are present, the more satisfied the customers or users are.
- Adding a credit score checker
- It is an excitement feature because it provides something extra or novel to the customers or users by helping them to check their credit score and history, and get tips on how to improve it.
- If this feature is present, the customers or users would be delighted and surprised.
- If this feature is absent, the customers or users would not care.
- Adding a currency converter
- It is an indifferent feature because it does not affect customer or user satisfaction at all.
- It does not add any value or benefit to the customers or users who want to manage their personal finances.
- The customers or users do not care whether this feature is present or absent.
- Adding a stock market tracker
- It is a reverse feature because it decreases customer or user satisfaction if present.
- It does not help customers or users to manage their personal finances, and it may even distract or confuse them.
- The customers or users do not like this feature and would prefer it to be absent.
4. Story Mapping
This method organizes features into a visual map that represents the user journey or the product workflow. Story mapping helps to understand the user needs, goals, and pain points, and to prioritize features based on their value and relevance for the user.
How to Use Story Mapping Method?
- List all the features that you want to prioritize
- Arrange the features into a horizontal sequence that represents the main steps or stages of the user journey or the product workflow
- Break down each main step or stage into smaller sub-steps or sub-stages that represent the specific actions or tasks that the user performs or the product delivers
- Arrange the sub-steps or sub-stages into a vertical sequence that represents their priority or importance for the user or the product
- Work on the features from left to right and from top to bottom
Example of a story mapping prioritization for a Product that helps users to manage their personal finances:
| User journey | Main steps | Sub-steps |
| Manage personal finances | Set financial goals | Define income and expenses |
| Define savings and investments | ||
| Define debt and credit | ||
| Track budget | Monitor income and expenses | |
| Compare budget vs. actual | ||
| Adjust budget as needed | ||
| Calculate savings | Estimate savings over time | |
| Compare savings scenarios | ||
| Set savings targets | ||
| Check credit score | View credit score and history | |
| Get tips on how to improve credit score | ||
| Dispute errors on credit report |
- Set financial goals
- This is the first main step of the user journey because it helps users to define their income and expenses, savings and investments, debt and credit, and other financial parameters that they want to achieve.
- This step is essential for the Product to function and meet the user needs.
- Without this step, the Product would not be usable or valuable. Therefore, this step should be worked on first.
- Track budget
- This is the second main step of the user journey because it helps users to monitor their income and expenses, compare their budget vs. actual, and adjust their budget as needed.
- This step is important but not critical for the Product. This step enhances the user experience and satisfaction, but it is not mandatory.
- Therefore, this step should be worked on next.
- Calculate savings
- This is the third main step of the user journey because it helps users to estimate how much they can save over time, compare different savings scenarios, and set their savings targets.
- This step is nice to have but not necessary for the Product. This step adds some value or convenience to the users, but it is not essential.
- Therefore, this step should be worked on later.
- Check credit score
- This is the fourth main step of the user journey because it helps users to check their credit score and history, get tips on how to improve their credit score, and dispute errors on their credit report.
- This step is unexpected by the users and increases satisfaction if present, but does not decrease satisfaction if absent.
- This step delights and surprises the users by providing something extra or novel that they did not anticipate.
- This step is not essential or critical for the Product, but it can create a competitive advantage and increase customer loyalty.
- Therefore, this step should be worked on later.
5. Product Tree
This method organizes features into a visual tree that represents the product structure and hierarchy. Product tree helps to understand the product vision, scope, and dependencies, and to prioritize features based on their value and feasibility for the product.
How to Use Product Tree Method?
- List all the features that you want to prioritize
- Arrange the features into a tree diagram that represents the product structure and hierarchy
- Use the trunk of the tree to represent the core features or functions of the product
- Use the branches of the tree to represent the main categories or themes of the features
- Use the leaves of the tree to represent the specific features or sub-features within each category or theme
- Use different colors or shapes to indicate the value and feasibility of each feature
- Work on the features that are closest to the trunk and have high value and feasibility first
Example of a product tree prioritization for a Product that helps users to manage their personal finances:
| Product structure | Feature | Value | Feasibility |
| Trunk | Manage personal finances | High | High |
| Branch | Set financial goals | High | Medium |
| Leaf | Define income and expenses | High | High |
| Leaf | Define savings and investments | High | Medium |
| Leaf | Define debt and credit | High | Low |
| Branch | Track budget | Medium | High |
| Leaf | Monitor income and expenses | Medium | High |
| Leaf | Compare budget vs. actual | Medium | Medium |
| Leaf | Adjust budget as needed | Medium | Low |
| Branch | Calculate savings | Low | Medium |
| Leaf | Estimate savings over time | Low | Medium |
| Leaf | Compare savings scenarios | Low | Low |
| Leaf | Set savings targets | Low | Low |
| Branch | Check credit score | Low | Low |
| Leaf | View credit score and history | Low | Low |
| Leaf | Get tips on how to improve credit score | Low | Low |
| Leaf | Dispute errors on credit report | Low |
- Manage personal finances
- This is the trunk of the tree because it represents the core feature or function of the Product.
- This feature is essential for the Product to function and meet the user needs.
- Without this feature, the Product would not be usable or valuable.
- Therefore, this feature should be worked on first.
- Set financial goals
- This is a branch of the tree because it represents a main category or theme of the features.
- This category is important but not critical for the Product.
- This category enhances the user experience and satisfaction, but it is not mandatory.
- Therefore, this category should be worked on next.
- Define income and expenses
- This is a leaf of the tree because it represents a specific feature or sub-feature within a category or theme.
- This feature has a high value because it helps users to define their income and expenses, which are essential for setting their financial goals.
- It also has a high feasibility because it is easy to implement and does not require a lot of time and resources.
- Therefore, this feature should be worked on first within this category.
- Define savings and investments
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a high value because it helps users to define their savings and investments, which are important for setting their financial goals.
- It has a medium feasibility because it is moderately difficult to implement and requires some time and resources.
- Therefore, this feature should be worked on next within this category.
- Define debt and credit
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a high value because it helps users to define their debt and credit, which are important for setting their financial goals.
- It has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be worked on later or avoided within this category.
- Track budget
- This is another branch of the tree because it represents another main category or theme of the features.
- This category is nice to have but not necessary for the Product.
- This category adds some value or convenience to the users, but it is not essential.
- Therefore, this category should be worked on later.
- Monitor income and expenses
- This is a leaf of the tree because it represents a specific feature or sub-feature within a category or theme.
- This feature has a medium value because it helps users to monitor their income and expenses, which are nice to have but not necessary for tracking their budget.
- It also has a high feasibility because it is easy to implement and does not require a lot of time and resources.
- Therefore, this feature should be worked on first within this category.
- Compare budget vs. actual
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a medium value because it helps users to compare their budget vs. actual, which are nice to have but not necessary for tracking their budget.
- It has a medium feasibility because it is moderately difficult to implement and requires some time and resources.
- Therefore, this feature should be worked on next within this category.
- Adjust budget as needed
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a medium value because it helps users to adjust their budget as needed, which are nice to have but not necessary for tracking their budget.
- It has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be worked on later or avoided within this category.
- Calculate savings
- This is another branch of the tree because it represents another main category or theme of the features.
- This category is not relevant or important for the Product.
- This category does not add any value or benefit to the users, and they do not care whether it is present or absent.
- Therefore, this category should be avoided or deprioritized.
- Estimate savings over time
- This is a leaf of the tree because it represents a specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to estimate how much they can save over time, based on their income, expenses, and interest rate, which are not relevant or important for the Product.
- It also has a medium feasibility because it is moderately difficult to implement and requires some time and resources.
- Therefore, this feature should be avoided or deprioritized within this category.
- Compare savings scenarios
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to compare different savings scenarios, which are not relevant or important for the Product.
- It has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be avoided or deprioritized within this category.
- Set savings targets
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to set their savings targets, which are not relevant or important for the Product.
- It has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be avoided or deprioritized within this category.
- Check credit score
- This is another branch of the tree because it represents another main category or theme of the features.
- This category is unexpected by the users and increases satisfaction if present, but does not decrease satisfaction if absent.
- This category delights and surprises the users by providing something extra or novel that they did not anticipate.
- This category is not essential or critical for the Product, but it can create a competitive advantage and increase customer loyalty.
- Therefore, this category should be worked on later.
- View credit score and history
- This is a leaf of the tree because it represents a specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to view their credit score and history, which are unexpected by the users and increase satisfaction if present, but do not decrease satisfaction if absent.
- It also has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be worked on later within this category.
- Get tips on how to improve credit score
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to get tips on how to improve their credit score, which are unexpected by the users and increase satisfaction if present, but do not decrease satisfaction if absent.
- It also has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be worked on later within this category.
- Dispute errors on credit report
- This is another leaf of the tree because it represents another specific feature or sub-feature within a category or theme.
- This feature has a low value because it helps users to dispute errors on their credit report, which are unexpected by the users and increase satisfaction if present, but do not decrease satisfaction if absent.
- It also has a low feasibility because it is very difficult to implement and requires a lot of time and resources.
- Therefore, this feature should be worked on later within this category.
6. Cost of delay
This method prioritizes features based on the cost of delaying or postponing their implementation. Cost of delay is the loss of value or benefit that occurs when a feature is not delivered by a certain time. Cost of delay helps to identify the features that have the highest urgency and impact for the product.
How to Use the Cost of Delay Method?
- List all the features that you want to prioritize
- Estimate the cost of delay of each feature using a scale (e.g., high, medium, low) or a numerical value (e.g., 1-10)
- Work on the features with the highest cost of delay first
Example of a cost of delay prioritization for a Product that helps users to manage their personal finances:
| Feature | Cost of delay |
| Add budget tracker | High |
| Add savings calculator | Medium |
| Add credit score checker | Low |
| Add stock market tracker | Low |
- Add budget tracker
- This feature has a high cost of delay because it is essential for the users to monitor their income and expenses, set their financial goals, and control their spending habits.
- If this feature is not delivered by a certain time, the users will lose a lot of value or benefit from the Product, such as saving money and achieving their financial objectives.
- Therefore, this feature should be worked on first.
- Add savings calculator
- This feature has a medium cost of delay because it is important but not critical for the users to estimate how much they can save over time, based on their income, expenses, and interest rate.
- If this feature is not delivered by a certain time, the users will lose some value or benefit from the Product, such as planning their future finances and comparing different savings scenarios.
- Therefore, this feature should be worked on next.
- Add credit score checker
- This feature has a low cost of delay because it is not essential or critical for the users to check their credit score and history, and get tips on how to improve it.
- If this feature is not delivered by a certain time, the users will not lose much value or benefit from the Product, as they can use other solutions or alternatives for this feature, such as a free credit report service or a credit card app.
- Therefore, this feature should be worked on later or avoided.
- Add stock market tracker
- This feature has a low cost of delay because it is not relevant or important for the users to track their investments in the stock market.
- If this feature is not delivered by a certain time, the users will not lose any value or benefit from the Product, as they do not care about this feature at all.
- Therefore, this feature should be avoided or deprioritized.
7. Buy a feature
This method prioritizes features based on the customer or user preferences and willingness to pay. Buy a feature helps to understand the customer or user value and demand for each feature, and to prioritize features based on their profitability and desirability for the product.
How to use the buy a feature method?
- List all the features that you want to prioritize
- Assign a price to each feature based on its value and cost
- Give a budget to your customers or users and ask them to buy the features that they want or need
- Analyze the purchases and prioritize the features based on their popularity and revenue
Example of a buy a feature prioritization for a Product that helps users to manage their personal finances:
| Feature | Price | Purchases | Revenue |
| Add budget tracker | $10 | 100 | $1000 |
| Add savings calculator | $5 | 80 | $400 |
| Add credit score checker | $3 | 50 | $150 |
| Add stock market tracker | $1 | 20 | $20 |
- Add budget tracker
- This feature has a high price because it is essential for the users to monitor their income and expenses, set their financial goals, and control their spending habits.
- It also has a high number of purchases because it is the most popular and demanded feature by the users.
- Therefore, it has a high revenue and should be worked on first.
- Add savings calculator
- This feature has a medium price because it is important but not critical for the users to estimate how much they can save over time, based on their income, expenses, and interest rate.
- It also has a medium number of purchases because it is a fairly popular and demanded feature by the users.
- Therefore, it has a medium revenue and should be worked on next.
- Add credit score checker
- This feature has a low price because it is not essential or critical for the users to check their credit score and history, and get tips on how to improve it.
- It also has a low number of purchases because it is not very popular or demanded by the users.
- Therefore, it has a low revenue and should be worked on later or avoided.
- Add stock market tracker
- This feature has a very low price because it is not relevant or important for the users to track their investments in the stock market.
- It also has a very low number of purchases because it is not popular or demanded by the users at all.
- Therefore, it has a very low revenue and should be avoided or deprioritized.
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