• All Methods
    • Strategize
      • 5D Framework
      • Break Down 4
      • Business Model Canvas
      • Competitive Analysis
      • Could, Should, Must
      • Dot Coding
      • Eisenhower Matrix
      • Future Trends
      • Golden Circle
      • HEART Framework
      • How Might We
      • Innovation Board
      • Ishikawa Diagram
      • Knowns and Unknowns Framework
      • KPI Tracking
      • Minimum Viable Product
      • One-Minute-Pitch
      • Stakeholder Map
      • SWOT Analysis
      • User Stories
      • Value Proposition
    • Observe
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Challenge Assumptions
      • Content Audit
      • Contextual Inquiry Plan
      • Emotional Journey Map
      • Empathy Map
      • Field Study
      • Focus Groups
      • Jobs-to-be-done
      • Journey Mapping
      • Mental Models
      • Mobile Diaries
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Product Love Letters
      • Search-Log Analysis
      • Social Media Monitoring
      • Surveys
      • User Interviews
    • Ideate
      • 6-3-5 Brainwriting
      • Bodystorming
      • Brainstorming
      • Card Sorting
      • Collage
      • Crazy Eights
      • Dark Horse Prototyping
      • Mind Mapping
      • Moodboards
      • SCAMPER
      • Service Blueprints
      • Storyboards
      • Walt Disney Method
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Validate
      • A/B Testing
      • Click Dummy
      • Concept Testing Plan
      • Eye Tracking
      • High-Fidelity Prototyping
      • Hypothesis Testing
      • Lessons Learned
      • Low-Fidelity Prototyping
      • Pluralistic Walkthrough
      • Poster Session
      • Remote Usability Test
      • User Testing
      • Wizard of Oz
      • World Café
    • Warm-up
      • 5 Whys
      • Brainstorming
      • Break Down 4
      • Crazy Eights
      • Destroy and Defend
      • Emoji Challenge
      • Hidden Similarities
      • Impromotion
      • Mind Mapping
      • Product Pitch
      • The Aliens Have Landed
      • Touch Blue
      • Two Truths and a Lie
      • Viewpoint Spectrogram
      • What's on your Desk?
  • Workshop Bundles
  • About us
  • Meet the Creators
  • Get Support
  1. UX Strategy Kit
  2. Methods
  3. Wow-How-Now Matrix
beginnerideate
Wow-How-Now MatrixEvaluate originality and feasibility of ideas.
30 – 65 min2 – 8 Participantsworkshopplanningreview
+2
Open in FigJam
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 template or a flipchart/whiteboard, or software that digitally provides the template. 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 template
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
Card Sortingideate
4 – 12 Participants
30 min

Structure information into reasonable groups.

Brainstormingideate
2 – 8 Participants
10 – 30 min

Get familiar with a topic and quickly generate a lot of ideas.

Business Model Canvasstrategize
1+ Participants
50 – 65 min

Structure and plan business models.

Remote Usability Testvalidate
6+ Participants
65 – 135 min

Test despite physical distance.

Ishikawa Diagramstrategize
2+ Participants
2 - 3 h

Identify and analyze the root causes of a problem through a structured visual approach.

© Merck KGaA, Darmstadt, Germany, 2025.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Categories
  • Strategize
  • Observe
  • Ideate
  • Validate
  • Warm-up
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance