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Status: DRAFT 

Why we have this Process & its Goals

A theme is a set of features to with a common goal and can be one or more sprints long. Prioritizing the right the right theme's is key to product success. 

When to do this process

Quarterly Roadmap review. Core decision making is by CEO, HoP, PM but the whole team is involved in several parts of the process like idea generation.


  1. List all theme's in a google spreadsheet  (todo: add link)
    • The process for theme idea generation will be described separately. 
  2. Make sure they are split up small enough, a theme should have 1 clear business goal (i.e. improve process X).
  3. (optional) Discuss with core decision making team the weighting in the scoring formula. 
  4. Score the theme's using the parameters mentioned below and rank the theme's by the total score
    • Discuss the scoring with the core decision making team mentioned above. 

Parameters & Scoring formula

Prio Score = (((Impact - Satisfaction)+ ProfitPerCustomer + BusinessGoalAlignment) * Reach * Confidence)  / Effort 

    • Customer happiness impact
      • I: Impact/Important: How important is it to the customer? (if you would have this, how would you feel)
      • S: Satisfaction: How satisfied is the customer with the current solution (JTBD: Satisfaction with current solution / Kano: how they feel if they did not have the feature. )
    • Financial impact
      • P: Profit: Profit per Customer (scalability) (first nail it, then scale it)
    • Business Goal alignment (OKR)
      • O: Alignment with Quarterly Objectives.
    • R: Reach: How many customers does it effect?
    • C: Confidence: How sure are we about this? Chances it will work?
    • Effort: Rough T-shirt size level theme level estimation

For Marketplace we'll have to do do a timeboxes for Client and Provider specific features. 

Maybe add later
Bonus for other dependant themes it unlocks for the future
Bonus for must have (Kano) features (high importance, low current satisfaction) to reduce dissatisfied customers
Alignment with yearly business goals?
Financial value to client/customer to refine importance.

Bonus for risk reduction or learning. 

Cost of delay.

Alignment with Business Goals also means alignment with our "WHY"/Mission and purpose, so our features create meaning. 


Why Do we Prioritize by Theme and not on Feature level

Essentially all prioritization methods work with high-level features (themes) and user goals. This is important for a couple of reasons:

  • The focus is on providing value to the user and not the minutia (at least at first);
  • You don’t waste as much time if/when the strategy changes;
  • After working out the strategy and high-level priorities, the team should take care of finding the best tactics to get there.
  • It's too time consuming to priotize 200 features vs 20 themes.
  • Themes provide a coherent goal and thereby give direction. Even if not every feature within the theme is done the goal can still be reached. 
  • Themes can be estimated and timeboxed, to help create a roadmap. 



(many, very much work in progress) 


Recommend idea for GHT

Reach: how many clients will this impact? (0-100. Percentage of all unique clients visiting the site during a month)
Impact: how much will this impact each person, in either making them get in, award and to a successful project end or having them return for a new project?   (Massive = 3x, High = 2x, Medium = 1x, Low = 0.5x, Minimal = 0.25x.)
Confidence: how confident are you in your estimates? (Chance you give it the idea will work to create the impact.  High = 100%, Medium = 80%, Low = 25%.)
Effort: how work will this take for team? (Less than a day = 1 , A day or two = 2, week = 5, more than a week = 10)

RICE score = R * I * C / E

Process recommendation: Either let the PO do it (PO is normally responsible for prioritization) , or only do the top 10 from PO as a team (or do only the effort estimation as a team as per scrum). 

Several ideas

  • Business value (i.e. more profit, lower costs)
  • Team Goal / OKR alignment (does it contribute to our goal(s), i.e. increase conversion in step x).
  • Theme alignment (i.e. lower support tickets, customer hapiness, more revenues, increase wow factor, increase usability)
  • RICE:

Reach: how many people will this impact? (Estimate within a defined time period.)
Impact: how much will this impact each person? (Massive = 3x, High = 2x, Medium = 1x, Low = 0.5x, Minimal = 0.25x.)
Confidence: how confident are you in your estimates? (High = 100%, Medium = 80%, Low = 50%.)
Effort: how many “person-months” will this take? (Use whole numbers and minimum of half a month – don’t get into the weeds of estimation.)

RICE score = R * I * C / E


Appendix: Recommended scoring scale for Importance and Satisfaction