Lens 3

Tool 8.

Prioritization of ideas

Just as group ideation tends to produce better results, idea prioritization processes also lead to valuable and inclusive observations when conducted in gender-balanced settings. This tool encourages the perspective of potential ideas for a product to focus on the most crucial areas for the company and always keep reflection from a gender perspective in high regard.

The matrix creates a hierarchy with different elements that are considered for a design or redesign of the product. This tool lists the main ideas to be implemented and invites those who carry it out to think about the next steps for their execution, but not without first analyzing them from a gender inclusion perspective and asking whether the proposed idea contemplates meeting the needs and attacking the benefits of women and men alike.


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Tool benefits

This technique allows generating a hierarchy of elements based on the needs of the users and the feasibility of its execution. It prevents making decisions based on assumptions, as it encourages reflection based on data and information that already exists in the company, asks questions about gender inclusion and later generates a detailed list or an action plan with the most important elements that must be added to product design.

What do you need to put this tool into practice?

  • Used after you have a series of potential ideas or concepts that you want to add to a product. To apply this tool it is also necessary that the person or persons who carry it out already have sufficient knowledge, information, statistics and / or real previous data regarding the behavior of the company (or similar companies) and its markets, since in this way they will be taken well-informed final decisions. 
  • It is suggested to carry out the following steps as a group to obtain more complete findings. It is highly recommended that the people who make up the team are 50% women and 50% men, and that they have knowledge about gender equality, stereotypes and gender roles.

Worst possible idea

This tool deals directly with disruptive and innovative ideas and concepts. The main suggestion is to avoid being prejudiced when ideas are unusual. For this, it is recommended to perform the technique of The worst possible idea, which promotes creative thinking and eliminates stigmas in the perception of concepts. 

    1. The activity must be carried out in groups.
    2. Each round one member will propose a random topic or problem and the rest of the group will have 5 minutes to write the worst ideas that can occur to them.
    3. The team will share their worst possible ideas, among all of them they will have a dialogue to conclude if any of those ideas would be, in fact, a good idea.

For more information about this activity, go to: https://www.interaction-design.org/literature/topics/worst-possible-idea

Steps for implementation

1) Individually, each member of the team will write their specific ideas for the product, a sticky note for each idea. There is no minimum or maximum of ideas.

2) A person representing the category of gender analysis will be assigned. This person will have the responsibility of advocating throughout the entire dynamic for equality between men and women. In addition, she will have the right to audit the process at any time to generate or propose corrections. This person must be trained and sensitized to gender and inclusion issues.

3) The representative of the gender approach will read each note and, if necessary, will ask to detail or reformulate any idea to make it more inclusive. To facilitate understanding, you can provide the following questions for people on the team to work with:

  • Are you starting from sexist ideas about the needs, expectations and behaviors of women and men?
  • Are uses of the product being promoted that contribute to reproducing gender stereotypes?

4) Like a MoSCoW chart , create a diagram with the following 4 quadrants: Must have, Should have, Could have and Would like but won’t get. On the right hand side of the quadrants, add a column that says Priorities.

5) Each member must arrange their ideas in the quadrants taking into account the following logic

    • Must have: essential elements of the product. Without the features in this quadrant, users are unlikely to consider purchasing the product.
    • Should have: important features that generate great extra value, but without them the product could still function and meet the basic needs of users.
    • Could have: elements that could be added or implemented to the product, but these do not add as much value for people or for the business.
    • Would like, but won’t get: features that do not add a specific value or that are very complex in implementation compared to the benefit they generate.

6) Once the different characteristics have been rated, discuss with the team whether they agree with the position of each item.

7) If there is an idea that someone on the team disagrees with, it can be put to a vote. Each member will give their opinion and propose in which section that idea should be found.

8) Within the Priorities column, create a list and specify for each idea in the Must have / quadrant, which sequence of steps would be the next to develop each idea. No need to create detailed steps, this section will help you get a better idea of how to turn these ideas into action.

9) The person representing the gender perspective should invite the team to reflect on the list written in the Priorities column and ask themselves if the ideas and their respective next steps contemplate and consider both the needs of men and women. If not, the ideas or next steps will need to be reformulated.

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This toolbox is made possible by the support of the American People through the United States Agency for International Development (USAID) under the terms of Contract No. AID OAA-C-17-00090. The contents of this toolkit are the sole responsibility of Deetken Impact and Pro Mujer and do not necessarily reflect the views of USAID or the United States Government.