Framework
Prioritization

ICE Score

Impact × Confidence × Ease

Best for
ranking growth experiments
Time
15–30 min
Difficulty
Beginner

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ICE Score diagramSchematic of the ICE Score framework: Impact × Confidence × Ease.I×C×E
The ICE Score diagram — Impact × Confidence × Ease.
Example

Ranking growth experiments for an indie e-commerce store

ICE-scored experiments
  1. Free shipping above $50 — Impact 9 · Confidence 8 · Ease 9 = 648
  2. Add product video on PDPs — Impact 7 · Confidence 6 · Ease 5 = 210
  3. Abandoned cart SMS — Impact 8 · Confidence 7 · Ease 6 = 336
  4. Loyalty points program — Impact 8 · Confidence 4 · Ease 3 = 96

Related frameworks

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RICE

Reach × Impact × Confidence ÷ Effort

Prioritization

WSJF

Cost of delay ÷ job size

Prioritization

Value vs Effort

Quick wins, big bets, fillers, time sinks

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