As Strogatz writes in his book Nonlinear Dynamics And Chaos (p. 64)
There are often several ways to nondimensionalize an equation, and the best choice might not be clear at first. Therefore we proceed in a flexible fashion. We define a dimensionless time $\tau$ by $$\tau = \frac{t}{T}$$ where $T$ is a characteristic time scale to be chosen later. When $T$ is chosen correctly, the new derivatives $d\phi/d\tau$ and $d^2\phi/d\tau^2$ should be $\mathcal O(1)$, i.e., of order unity.
Why should the new derivatives be bounded?
Added context: The system he discusses in that section is an overdamped bead on a rotating hoop where $\phi$ is the angle between the bead and the downward vertical direction.
Added: as Joriki writes
The characteristic time is usually defined to be the time in which a quantity decreases by $1/\mathrm e$.
Is this somehow behind the choice of $\mathcal O(1)$?