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| Criterion |  UX Research Customer Journey Mapping |  Innovation Morphological Analysis |
|---|---|---|
Purposedifferent | When a user journey falls apart across many touchpoints, customer journey mapping makes the experience visible as a coherent arc. Phases, emotions, and breaks become legible enough to prioritize critical moments deliberately. | For a search for solutions with many degrees of freedom, a grid emerges for systematic combinations. The method separates features, variants, and exclusion criteria, so the space gets explored deliberately. |
Complexitysame | Medium | Medium |
Timedifferent | 2-4 h | 1-3 h |
Participantsdifferent | 4-10 | 2-8 |
Formatdifferent | Workshop | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | JourneyServiceService design | IdeationInnovationCreativity |
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