Article
Streamlining Product Strategy with the DFV Framework
💡 What to expect :
This article was originally published on Medium and showcases how I use frameworks to lead teams effectively. Through real-world examples, I demonstrate how structured approaches help align teams, drive decision-making, and create clarity in complex projects.
Context
Over the last 14 years, I’ve worked in the tech industry, and in the past 4 years, I’ve focused on developing my leadership and management skills. My roles have evolved from senior product designer to lead product designer and now product design manager.
Throughout my career, I’ve consistently worked to bridge gaps between teams — whether with stakeholders, PMs, or engineers — to ensure smooth collaboration and strategic decision-making. My approach has always been holistic, from using customer data to drive better decisions to aligning our goals with RevOps for greater organizational synergy.
As I progressed, I discovered that processes and frameworks are powerful tools to keep teams aligned and focused on shipping successful products. They act like train tracks: when thoughtfully built, they enable your team to confidently move forward without constantly needing direction from leadership. With the right processes in place, your team can operate autonomously, knowing they are on the right path.
You’re probably familiar with frameworks like Scrum or the double diamond. But just as a UX designer uses a toolkit of design-thinking methods, a product strategist needs the ability to create, adapt, and apply frameworks that suit the unique needs of their team and organization.
Struggling with designers making changes mid-development? Implement a process.
Your team feels like a feature factory, and you’re unsure if what you’re shipping is impactful? Use a framework.
Need to differentiate your product in a crowded market? Leverage processes and frameworks.
I’m not suggesting processes will magically solve every problem. Not everything fits neatly into boxes, and processes alone won’t guarantee success. However, they can significantly improve knowledge transfer and adaptability, especially as your company and team structures evolve. These frameworks should be fluid, designed to adapt to your context rather than serving as rigid rules.
Of course, advocating for these changes is also part of the manager’s role. It’s essential to gain leadership buy-in and manage across departments to make these frameworks effective. No process or framework will work without collective support.
Framework development extends beyond the scope of traditional design operations; it should actively support the broader company strategy. A perfect example of this is incorporating Objectives and Key Results (OKRs). By developing a framework for your product team that aligns with OKRs, we can not only enhance communication around measurable outcomes but also design a roadmap that efficiently drives progress and connects with our overarching company objectives.
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In this article, I’ll walk you through a framework I developed for my current company, Copilot, after discussing the DFV framework during a Product Operations meeting. Inspired by IDEO’s DFV framework—Desirability, Feasibility, and Viability—I created a system to help our EPD team (Engineers, Product, and Design) confidently prioritize projects.
Rather than just describing the DFV framework, I’ll focus on its practical application. For those interested in IDEO’s reasoning behind the framework, you can read more about desirability, feasibility, and viability in this article.
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The Framework
Using the DFV Framework
This framework helps evaluate the confidence level at the start of a project by assessing key factors: desirability, feasibility, and viability. It assists in determining whether a project should be prioritized, validated, or shelved.
Purpose:
To assess confidence at project initiation and support informed decision-making. It identifies which projects should be prioritized or need more validation.
Intended Users:
Primarily for product teams, but adaptable for other departments as well.
When to Use:
Incorporate this framework into your problem brief document before starting a project.
Step-by-Step Guide:
1. Evaluate Confidence Level (Desirability-Feasibility-Viability):
Use a scoring system to assess confidence in these key areas:
Desirability: Does the market want this? Do past user insights support its value?
Feasibility: Do we have the technology and skills to build it? Can we deliver it on time?
Viability: Is it profitable? Can it stand out in the market?
2. Assign Points:
Score each criterion based on available data and involve stakeholders for a well-rounded evaluation.
The table below not only facilitates a quick, preliminary check but also ensures that evaluations are thorough and take into account a range of critical factors from different aspects of the project.
We also use the Jira Product board to calculate the points and make it easier to prioritize our projects. See the image below:
3. Aggregate and Decide:
Collect Scores:
Each evaluator assigns points independently for each criterion (Desirability, Feasibility, Viability) based on the defined scoring system. Ensure that all evaluators are using the same criteria and understand the scoring guidelines.Calculate Average Scores:
For each criterion, calculate the average score from all evaluators. This method smooths out any extreme views and provides a balanced assessment that reflects the collective judgment of the group. (Alternatively, you can also use the median score if there’s concern about outliers significantly skewing the average.)Aggregate the Averages:
Add up the average scores from each criterion to get a total average score for the project.
Projects scoring 13–15 points should be prioritized and fast-tracked, those scoring 10–12 points should proceed with regular reviews, projects with 4–9 points need further evaluation or refinement (could go through validation first), and those scoring 0–4 should generally be discontinued due to high risks and low potential for success.2. Add strategic alignment and time sensitivity to you documentation
The DFV scoring system can give you enough confidence before kicking off a project, but it’s also essential to link it to the company’s goals and time sensitivity to assist with prioritization. Below are two examples of how to add this section to your brief:
Incorporating strategic alignment and time sensitivity into your documentation helps ensure that projects not only have the necessary evidence of success but also align with broader company objectives and timelines, leading to more effective prioritization and resource allocation.
Considerations for D-F-V Triangulation
Pre-assessment: Before diving into detailed planning or development, use this table to assess each aspect of a project or product idea quickly.
Discussion and Alignment: During meetings, this table can serve as a reference for discussions, helping to align different departments and stakeholders on the project’s viability.
Regular Review: As conditions change (market trends, technology advancements, financial situations), revisit the assessments to ensure they still hold true or if reevaluation is needed.
Will the points change as I do more discovery work? Yes, as you conduct more research and analysis, you’ll notice an increase in confidence level points. However, not all ideas will be ready for the roadmap immediately. You may need to go through a validation process first to boost confidence levels. Ultimately, projects with higher scores will be prioritized.
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What I learned
This framework became a solid foundation for our project briefs at Copilot. By incorporating confidence levels based on the DFV criteria, we could clearly prioritize projects, and all teams could easily integrate it into their processes.
It helped us identify which projects needed more discovery, customer validation, or a proof of concept (POC). Our roadmap became clearer, and even department heads could consult our Jira board to understand why certain projects were prioritized over others.
While the DFV framework is not the only tool we use, it gave us the clarity and confidence to move forward, ensuring that our projects were aligned with both customer needs and business goals. Moreover, frameworks like these empower teams by establishing quality standards, especially in startups or teams with less experience. They provide a structured way for everyone to contribute effectively, leveling the playing field in terms of understanding and expectations.
Frameworks can also be tailored to fit the size and context of a company or team. For instance, in smaller teams, the scoring system might be more flexible to allow for quicker decision-making. In larger organizations, you might want to incorporate more data-driven metrics or align them with company-wide objectives like strategic goals or resource allocation.
Ultimately, frameworks like DFV not only help ensure product quality but also act as a guidepost for teams, allowing them to operate with greater autonomy and confidence. Furthermore, frameworks can be perennial in nature, providing consistency and continuity even as team members change, ensuring that the core principles remain intact.
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I’d be delighted to know what you think about this! Please don’t hesitate to share your comments or ask any questions you might have. And if you ever find yourself needing a hand with creating processes for your team, just let me know — I’m here to help and would be more than happy to assist.