Value, Viability, Usability, and Feasibility
Marty Cagan
- value risk (whether customers will buy it or users will choose to use it)
- usability risk (whether users can figure out how to use it)
- feasibility risk (whether our engineers can build what we need with the time, skills and technology we have)
- business viability risk (whether this solution also works for the various aspects of our business)
Business viability risk includes whether the product fits with the go-to-market or sales channel; whether the product would work within the constraints of contracts with partners and/or legal compliance; whether we can afford to cost-effectively acquire customers, whether we can effectively monetize the product, and whether the product is consistent with the brand promise; as just a few examples.
The Product Manager is responsible for the value and viability risks, and overall accountable for the product’s outcomes.
The Product Designer is responsible for the usability risk, and overall accountable for the product’s experience – every interaction our users and customers have with our product.
The Product Lead Engineer is responsible for the feasibility risk, and overall accountable for the product’s delivery.