JTBD Opportunity Scoring

Use when prioritizing features, stories, or backlog items based on customer-defined outcomes. Opportunity scoring (Ulwick's ODI) replaces gut-feel prioritization with evidence-based ranking.

Outcome Statements

Every customer need expressed as a desired outcome following strict format:

[Direction] + the [metric] + [object of control] + [contextual clarifier]

• Direction: "Minimize" or "Maximize"
• Metric: time, likelihood, number, or frequency

Examples