In every project I have participated imagination was never the limit, it was budget and time. We had to make critical decisions on which features would be part of the release and which would not.
Even more important we had to decide to cut features we could afford but had to make conscious decisions not to add to the user experience to make it better: this is what I call “design decisions”.
I have developed the below graph to support discussions about where participants would place features during value analysis workshops.
FX Albouy 