In many modern development methodologies, there is a product owner who is responsible for ordering all of the work in the backlog, based on the business value. This owner, as the expert, is responsible for maximizing the value delivered by the development team by ordering all items based on business value (divided by effort).

However, recent research has shown that, even though the product owner is an expert, they cannot correctly predict which features will bring the most value to users. Roughly one third of the work from a team actually adds value for users, and even worse while, another third actually decreases value. For this reason, you can switch your backlog from features or user stories to the hypothesis you want to prove or disprove. You create only a minimal implementation or even just a hint of a feature in the product and then measure whether it is picked up by users. Only when this happens do you expand the implementation of the feature.