Make the assumptions reviewable
ICE is a comparison aid; a score is not an observed outcome
ESTIMATE
QUESTION
EVIDENCE TO BRING
Impact
If it works, what goal could it move?
A model of the business and the affected users.
Confidence
Why do we think this test will work?
Customer research and results of earlier tests.
Ease
What is the smallest credible test?
A delivery estimate from the people doing it.
Use comparable estimates to shortlist ideas. Review their merits before committing resources.
Conceptual illustration • not measured data