ICE scoring

ICE is a lightweight way to prioritize growth experiments. Rate each 1-10 on Impact, Confidence, Ease. Score = product. Pick highest scores.

Variables

• Impact: how big if it works
• Confidence: how sure you are it'll work
• Ease: how simple to build and test

Usage

Backlog every week. Rank by ICE. Top-scoring tests go first.

Critiques

Subjective scoring. Use for ranking relative priority, not absolute decisions.

What to do with this

• Score every experiment in the backlog before starting the next one, intuition picks the flashy tests, ICE picks the valuable ones
• Use ICE for relative ranking, not absolute decisions, the math is subjective but comparison across items still produces signal
• Weight Confidence carefully, teams often inflate confidence to justify favorite ideas, honest confidence shifts the ranking
• Review ICE weekly, as context changes (new data, failed prior test) scores shift and priority order changes
• Don't rank alone, discussing ICE scores with team surfaces different perspectives on impact and confidence