ICE Framework for Prioritizing Innovation Ideas

ICE stands for Impact, Confidence, and Ease. It’s a simple yet potent framework for evaluating and prioritizing innovation ideas or product features. Popularized by the illustrious Sean Ellis, the ICE framework originally served as a compass for companies aiming for growth. However, it quickly found its place in the arsenal of Product Managers seeking to prioritize amidst the whirlwind of ideas.

How Does It Work?

  1. Impact: First, assess the potential impact of each idea or feature on your users. Will it merely scratch the surface, or will it send shockwaves through your user base? Score possible impact from 1 to 5.
    • 1: Very Small impact
    • 2: Small impact
    • 3: Medium impact
    • 4: High impact
    • 5: Very-High impact
  2. Confidence: Next, gauge your confidence in the success of the idea. Are you basing it on solid analytics, gut instinct, or a mix of both? Score your confidence level from 1 to 5.
    • 1: Very Low confidence
    • 2: Low confidence
    • 3: Medium confidence
    • 4: High confidence
    • 5: Very-High confidence
  3. Ease: Finally, consider the ease with which the idea can be implemented. How much time, effort and resources will it demand from your team? Rate the ease from 1 to 5.
    • 1: Very Little ease
    • 2: Little ease
    • 3: Medium ease
    • 4: High ease
    • 5: Very-High ease

Once you’ve assigned scores to each category, multiply them together to get your total ICE score.

Ice Score = Impact x Confidence x Ease (of implementation)

Benefits of the ICE Scoring Model

The ICE model’s allure lies in its simplicity and speed. By quantifying each criterion, it provides a clear thought process for prioritization, preventing analysis paralysis and fostering quick decision-making. It also encourages collective consensus among team members, keeping the momentum going and the focus sharp.

Drawbacks of the ICE Scoring Model

Yet, like any tool, the ICE model has its limitations. Its subjectivity leaves it vulnerable to varying interpretations and mood-dependent results. Moreover, features requiring substantial effort may receive lower scores, potentially skewing priorities.


The ICE Scoring Model may not be flawless, but it’s a valuable tool in the Product Manager’s arsenal. As a minimally viable prioritization framework, it excels at keeping things moving swiftly and efficiently. So, embrace its simplicity, wield its power, and watch as your product soars to new heights of success.

Calculate ICE Score

Enter values of Impact, Confidence and Ease from 1 to 5, to calculate Ice Score, then Sort in descending order by clicking on ICE Score Column Heading.

Project/Idea Impact Confidence Ease of doing ICE score
Example Project 4 4 4 64