Prioritization Framework: The DVF Way

Credit: Make:Iterate

Hi there! It has been a minute. Today’s read is a short one and something I learnt recently.

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You've got a long list of exciting product ideas, customer feedback is pouring in, and stakeholders are eager to see progress. But where do you even begin?

A product manager's role involves managing team (s) to deliver outcomes. In our day-to-day, we are laden with several decisions — major and minor. As product management seats within the intersection of business, design, engineering, support and data, there are a plethora of opportunities and decisions to be explored. What problems to solve, when to build, why should we do this? For each decision comes an opportunity cost.

Cue, product prioritisation. Product prioritization serves as a way for product teams to weigh their opportunities against various constraints, such as business goals, customer value, product requirements, and available resources. The challenge isn’t a lack of ideas but rather determining which ones will deliver the most value. Without a structured approach, teams risk investing time and resources into initiatives that may not align with customer needs or business goals.

There are a lot of prioritisation frameworks — RICE, KANO, MoSCoW and a personal favourite, Impact-Effort Matrix (to name a few) with different approaches to solving this prioritisation. All of these frameworks hinge on three main concepts - Desirability, Viability and Feasibility.

IDEO’s DVF Prioritisation Framework.

The DVF framework stands for Desirability, Viability, and Feasibility. It combines the business, technical constraints and customers in making key decisions regarding the product.

This framework provides a structured approach to evaluate and prioritize product ideas, ensuring that they align with customer needs, business goals, and practical implementation considerations.

1. Desirability: How much do customers want or need this product or feature? This dimension emphasizes understanding and prioritizing customer preferences and pain points. Being customer-obsessed helps us to understand our customer's jobs-to-be-done to better deliver and curate their product experience.

2. Viability: Is this product or feature financially viable? Viability ensures that the product or feature makes business sense. This dimension assesses whether the initiative aligns with the company’s financial goals and strategic direction. It involves assessing the potential for profitability and alignment with the business strategy.

3. Feasibility: Can we practically build and deliver this product or feature? This considers the technical and operational capabilities required for successful implementation. It takes into consideration technical requirements, team strength and potential risks associated with an opportunity

By evaluating ideas through these three lenses, product teams can make informed decisions that balance customer value, business impact, and execution.

Why DVF Matters

Effective product prioritization ensures that resources are allocated to initiatives that offer the highest value. The DVF Framework aids in:

• Clarifying Priorities: By assessing desirability, viability, and feasibility, you can systematically rank product ideas.

• Aligning Stakeholders: A structured framework helps build consensus among cross-functional teams and stakeholders.

• Optimizing Resource Allocation: Focus on projects that promise the most significant impact, ensuring efficient use of time, budget, and talent.

Using IDEO’s DVF Framework ensures a balanced approach that considers customer desires, business viability, and practical feasibility. By systematically evaluating these dimensions, you can make informed decisions that drive customer satisfaction, business success, and operational efficiency.

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