The product is probably the most important thing to me. If I find the idea genius then I'm likely to invest in the coin. For it's really hard to tell whether a team is good or bad. Most of them have some experience while not having something amazing already created as well. Website design is also very important, though, but then again, most ico websites are interactive and attractive. Yet I guess for now nothing will make me invest in an ICO, because as I see it even the greatest projects get dumped really hard nowadays.