What is the ICE framework?
ICE is a fast, lightweight way to prioritise ideas — popularised for growth experiments. You score each idea on three factors and multiply them.
The ICE formula
ICE = Impact × Confidence × Ease
- Impact — how much will it deliver if it works?
- Confidence — how sure are you that it works?
- Ease — how easy is it to execute?
When to use ICE?
ICE is ideal when you want to compare many ideas quickly. Need more precision? Look at the more elaborate RICE framework.