• The 4 Phases
  • All Methods
    • Phase 1Observation
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Card Sorting
      • Collage
      • Competitive Analysis
      • Content Audit
      • Contextual Inquiry Plan
      • Crazy Eights
      • Eisenhower Matrix
      • Empathy Map
      • Field Study
      • Focus Groups
      • Future Trends
      • How Might We
      • Hypothesis Testing
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Lessons Learned
      • Mental Models
      • Mind Mapping
      • Moodboards
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Poster Session
      • Product Love Letters
      • Stakeholder Map
      • Surveys
      • World Café
      • Worst Possible Ideas
    • Phase 2Creation
      • 6 Thinking Hats
      • 6-3-5 Brainwriting
      • Bodystorming
      • Brainstorming
      • Business Model Canvas (BMC)
      • Card Sorting
      • Challenge Assumptions
      • Click Dummy
      • Collage
      • Could, Should, Must
      • Crazy Eights
      • Dark Horse Prototype
      • Eisenhower Matrix
      • Emotional Journey Map
      • Empathy Map
      • Field Study
      • Focus Groups
      • How Might We
      • Hypothesis Testing
      • Innovation Board
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Low-Fidelity Prototyping
      • Mental Models
      • Mind Mapping
      • Mobile Diaries
      • Moodboards
      • One-Minute-Pitch
      • Personas
      • Pluralistic Walkthrough
      • Poster Session
      • Product Love Letters
      • Remote Usability Test
      • SCAMPER
      • Service Blueprints
      • Stakeholder Map
      • Storyboards
      • Surveys
      • SWOT Analysis
      • User Testing
      • Value Proposition
      • Walt Disney Method
      • Wizard of Oz
      • World Café
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Phase 3Implementation
      • A/B Testing
      • Business Model Canvas (BMC)
      • Could, Should, Must
      • Eye Tracking
      • Golden Circle
      • High-Fidelity Prototype
      • Innovation Board
      • Low-Fidelity Prototyping
      • Mobile Diaries
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Product Love Letters
      • Remote Usability Test
      • Service Blueprints
      • Storyboards
      • SWOT Analysis
      • User Interviews
      • User Stories
    • Phase 4Validation
      • A/B Testing
      • Competitive Analysis
      • Concept Testing Plan
      • Contextual Inquiry Plan
      • Eye Tracking
      • HEART Framework
      • High-Fidelity Prototype
      • Hypothesis Testing
      • Innovation Board
      • KPI Tracking
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Remote Usability Test
      • SCAMPER
      • Search-Log Analysis
      • Service Blueprints
      • Social Media Monitoring
      • Surveys
      • User Interviews
      • User Stories
      • User Testing
  • Workshop Bundles
  • About us
  • Meet the Creators
  • Get support
  1. UX Toolkit
  2. Methods
  3. Wow-How-Now Matrix
beginnercreation
Wow-How-Now MatrixEvaluate originality and feasibility of ideas.
30 – 65 min2 – 8 Participantsworkshopplanningreview
+4
Open in FigJamOpen in Miro
Summary
With the help of the Wow-How-Now matrix, ideas can be evaluated at an early stage. Rank the ideas on the chart in the areas of innovation and feasibility/implementation to decide which ideas deserve to move to the next stage of the process and which ideas have no future.
Step-by-step
  1. Every good workshop starts with planning. To quickly evaluate ideas, you will need the Wow-How-Now worksheet or a flipchart/whiteboard, or software that digitally provides the worksheet. Then schedule a meeting.
  2. Have all the ideas ready and arrange them one by one on the matrix. How innovative is the idea? How easy is it to implement? Discuss!
    1. WOW: Ideas that are particularly innovative and at the same time easy to implement. They mean low risk and high chances of success.?
    2. HOW: This is also a particularly innovative idea. But at the same time, it is also classified as rather difficult to implement. It can mean high costs and a lot of work and is therefore comparatively risky.
    3. NOW: All ideas and concepts that fall under the “Now” section are not particularly innovative, but a good start to quickly implement the first version of an idea. They represent a minimal viable product.
    4. CIAO: These ideas and concepts can be banished immediately, as they are neither innovative nor easy to implement. The chances of success are low, the cost and time factor high.
  3. Say goodbye to ideas that are neither innovative nor easy to implement. This creates more time to focus on ideas that offer more potential.
What you need
  • WOW-HOW-NOW Matrix worksheet
  • Pens
  • Flipchart or whiteboard (optional)
  • Post-it's (optional)
External resources
  • How? Now? Wow! Matrix
    by GroupMap
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
Explore similar methods
Poster Sessionobservation
5+ Participants
50 – 95 min

Present ideas, concepts, and insights in a visually appealing way.

SCAMPERcreation
1+ Participants
50 – 85 min

Stimulate new ideas and challenge existing ones.

World Caféobservation
12+ Participants
4 h – 5.5 h

Let people explore different approaches in a short period of time.

AEIOU Frameworkobservation
1+ Participants
45 – 80 min

Give your observations and field research structure by getting to know the problem's environment.

Crazy Eightsobservation
2+ Participants
5 – 15 min

Quick generation of a large number of ideas.

© Merck KGaA, Darmstadt, Germany, 2022.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Phases
  • Observation
  • Creation
  • Implementation
  • Validation
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
This website uses cookies to give you the best, most relevant experience. Using this website means you’re OK with this. You can change which cookies are set at any time – and find out more about them in our Cookie Policy.