Processes
The process above works well with two ideas, but what if we have tens of ideas to score and rank? A spreadsheet keeps things organized. Here’s a minimalistic template from Alexey, and a batteries-included Airtable template (called EVELYN) from Darius. 


Sizing heuristics 
It’s not always obvious exactly what “high impact” versus “medium impact” means. 

At this stage, these estimates are meant to be low-fidelity and directional SWAGs anyway. Rather than nailing the categories, compare between items—do all the M’s truly feel smaller than the L’s?

That said, here are some heuristics for evaluating an idea at this stage.

Reach is relatively straightforward to estimate: either your users will experience the change or they won’t. Effort estimates come with experience on the engineering side. Always strive to run the laziest test possible, asking “What is the least amount of engineering work required to test this idea?” Impact and Confidence have more subtlety, however.

Impact

An idea should be higher-impact if:

It addresses a sensitive-to-change portion of the customer journey: above the fold on the landing page, pricing, etc.

The change is particularly significant—a “big swing”