This document discusses prioritization methods for product management. It provides examples of prioritizing features for a restaurant website, online furniture store, and kitchen remodeling project. For each case, it assigns the features to different prioritization buckets like "must-have" and "could-have". It also discusses challenges with prioritization like lack of data and stakeholder alignment. The document recommends using an importance vs difficulty matrix method which allows for group discussion to better understand priorities and reduce risks when data is limited. It emphasizes that the goal of prioritization is understanding and alignment rather than using a single method.

1. Prioritization Method for Every Case by
fmr Atlassian Principal PM
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6. A Prioritization Method for Every Case
Kris Zhou
Senior Manager of Product Management @ Unity
Former PM @ Atlassian, Autodesk

7. What is the prioritization
method you use most often?
When does it work well vs. not?
What problems are you trying
to solve by prioritizing?
Are the problems always the
same? Or are they nuanced?
Photo by airfocus on Unsplash

8. What’s your prioritization
method?
Stacked ranking
Feature buckets
MoSCoW
Buy a feature
Value vs. cost

9. Is it a conscious choice?
Do you use data to support your
prioritization?
How will the decision be made? And
who can make it?
Do you consider dependencies and
impact to other teams during
prioritization? How?
Who are you communicating with in
the prioritization?
What’s your prioritization
method?
Stacked ranking
Feature buckets
MoSCoW
Buy a feature
Value vs. cost

10. https://www.career.pm/briefings/product-prioritization-techniques
Is it a conscious choice?
Do you use data to support your
prioritization?
How will the decision be made? And
who can make it?
Who are you communicating with in
the prioritization?

11. Case 1: Restaurant website
● Text view of the menu
● Add images/gallery view of the menu
● Ability to change menu items in admin panel
● Feature menu items as “Today’s special”
● Online ordering
● Text-only contact us page
● Contact-us form routing to email
● Online chat (FB biz or Intercom)

12. Case 1: Restaurant website
● Text view of the menu
● Add images/gallery view of the menu
● Ability to change menu items in admin panel
● Feature menu items as “Today’s special”
● Online ordering
● Text-only contact us page
● Contact-us form routing to email
● Online chat (FB biz or Intercom)
MUST-HAVE
SHOULD-HAVE
COULD-HAVE
WON’T-HAVE
MUST-HAVE
COULD-HAVE
WON’T-HAVE
SHOULD-HAVE

13. https://www.career.pm/briefings/product-prioritization-techniques
Is it a conscious choice?
Do you use data to support your
prioritization?
How will the decision be made? And
who can make it?
Who are you communicating with in
the prioritization?

14. Case 2: Online furniture store
● “Bought-together” recommendation
● Follow-up email after card abandonment
● Comparison between items
● Add items to a wishlist
● “View in your room” with AR
● 4-hour delivery window notification
● Site speed improvement
● Implement tracking on catalog

15. Case 2: Online furniture store
● “Bought-together” recommendation
● Follow-up email after card abandonment
● Comparison between items
● Add items to a wishlist
● “View in your room” with AR
● 4-hour delivery window notification
● Site speed improvement
● Implement tracking on catalog
METRIC MOVER
METRIC MOVER
STRATEGIC
CUSTOMER DELIGHT
CUSTOMER DELIGHT
CUSTOMER REQUEST
STRATEGIC
CUSTOMER REQUEST

16. https://www.career.pm/briefings/product-prioritization-techniques
Is it a conscious choice?
Do you use data to support your
prioritization?
How will the decision be made? And
who can make it?
Who are you communicating with in
the prioritization?

17. Case 3: Kitchen remodeling
● New appliances – $1,300
● New cabinets – $800
● New floor tiles – $500
● New ceiling lights – $500
● New granite countertop – $300
● New paint – $200
Budget
$1,500

18. Case 3: Kitchen remodeling
Plan A
● New appliances – $1,300
● New paint – $200
Plan B
● New floor tiles – $500
● New ceiling lights – $500
● New granite countertop – $300
● New paint – $200
Plan C
● New cabinets – $800
● New floor tiles – $500
● New paint – $200
Plan D (OVER BUDGET)
● New cabinets – $800
● New floor tiles – $500
● New granite countertop – $300

19. https://www.career.pm/briefings/product-prioritization-techniques
Is it a conscious choice?
Do you use data to support your
prioritization?
How will the decision be made? And
who can make it?
Who are you communicating with in
the prioritization?

20. Common challenges
Insufficient data – no data
available or no time for research.
Alignment – both internal and
external stakeholders.
Blind spots – fail to consider
non-revenue or non-engineering
factors.
Project nature varies – tackle big
rocks vs. low-hanging fruits first.

21. Importance vs. difficulty
matrix
An interactive group prioritization
method.
Focuses on understanding and
alignment.
Can be simple or sophisticated
depending on project needs.

22. Revisiting case 2: Online furniture store
● “Bought-together” recommendation
● Follow-up email after card abandonment
● Comparison between items
● Add items to a wishlist
● “View in your room” with AR
● 4-hour delivery window notification
● Site speed improvement
● Implement tracking on catalog
METRIC MOVER
METRIC MOVER
STRATEGIC
CUSTOMER DELIGHT
CUSTOMER DELIGHT
CUSTOMER REQUEST
STRATEGIC
CUSTOMER REQUEST

23. In practice

24. Importance vs. difficulty
matrix
An interactive group prioritization
method.
Focuses on understanding and
alignment.
Can be simple or sophisticated
depending on project needs.

25. 1. Pick one of your current or past
roadmaps, and try a different
prioritization method.
2. Think about what’s your primary
challenge for prioritization.
3. Share this webinar with one
person who can benefit from it.
Key takeaways
No one-size-fits-all prioritization
method.
When quantitative data isn’t
available, qualitative data can help
reduce risks.
Prioritization exercise is to
understand and align.
Next steps

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