Opportunity scoring is a method drawn from Tony Ulwick's Outcome-Driven Innovation process (ODI), which in turn draws on the principles of his Jobs-to-be-done theory (JTBD). With opportunity scoring, you can prioritize which steps in your journey should be your biggest priorities, based on the following two variables:

Importance: How important each step is to your customers
Satisfaction: How satisfied your customers are with each step

Both of these variables are measured on 5-point likert scales.

To put it simply, the biggest opportunities to create value will be those with higher levels of importance and lower levels of satisfaction. The opportunity algorithm as defined by Ulwick works like this:

Opportunity = Importance + (Importance - Satisfaction), where Importance is the percentage of people rating the step very or extremely important (4 or 5), and Satisfaction is the percentage of people rating the step very or extremely satisfied (4 or 5).

During a workshop, you may not have actual customers in the room with you, but you probably do have stakeholders with subject-matter expertise. The Presumptive opportunity score lane allows your workshop participants to make their best guess (i.e. presumption) as to how important and satisfactory each step is, which helps you keep record of this information for later, when you're ready to validate it with actual customers. It's a good way to get a feel during the workshop for which steps in your journey are probably going to be the pain points to focus on.

Here's how to use this lane:

Turn on voting by clicking the toggle on the right side of they grey bar (moderators only)
Participants can vote for how important a step is or how satisfied customers are with a step by clicking on one of the options in the 5-point scale (you can vote too)
See the distribution of everyone else's votes after you click to vote
View the emerging opportunity score on the right side; we calculate the score for you and give the step a rating:
- ≥10: Opportunity zone; the CX is below expectations (i.e. it's underserved) and there is a strong opportunity to innovate.
- <10 and ≥ Importance: Some opportunity; the CX meets expectations without extraneous features, so there is not much work to be done here.
- <Importance: Little opportunity; the CX exceeds expectations (i.e. it's overserved), which indicates there is an opportunity to reduce costs.

Guide to Using Workshops in JourneyTrack