Doodle uses a system called ICE, designed by Sean Ellis. ICE stands for Impact, Certainty, and Effort, and potential projects are evaluated on these qualities. Here’s what the ideal project would look like in the ICE model:
Impact (on User Experience): High
Certainty (whether it will work): High
Effort (what it would take to make the change and test it): Low
Of course, most projects aren’t so straightforward. Jack says, “There are ones where you say, ‘Look, the effort is significant. We think the impact is high, but we're not completely sure.’ In that case, before we spend that full effort, we see if there’s something simpler we can work on.”
Jack stressed that they don’t take anything for granted when they assess certainty. If the idea’s champion thinks it’s a great project to work on, that counts for .01 on a certainty scale of 0 to 10. If the stakeholders love the idea and think it’s brilliant, that might bump you up another 0.1, but you’re still a long way from a 1, much less a 10.