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| Criterion |  UX Research Customer Journey Mapping |  Innovation Morphological Analysis |  UX Design Customer Journey Canvas |  Innovation Reverse Brainstorming |
|---|---|---|---|---|
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. | When a journey needs to be understood across several phases, it arranges experience, touchpoints, and opportunities into one picture. It makes gaps and friction along the user path clear. | For persistent errors or blockages, the method shifts the view to the opposite of the desired effect. It exposes the mechanics of failure and makes hidden causes easier to grasp. This makes improvement more concrete and the problem clearer. |
Complexitydifferent | Medium | Medium | Medium | Low |
Timedifferent | 2-4 h | 1-3 h | 1-3 h | 30-60 min |
Participantsdifferent | 4-10 | 2-8 | 3-10 | 3-12 |
Formatdifferent | Workshop | Workshop + async | Workshop | Workshop |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Morphological Box, Concept Combinations, Idea Shortlist | Customer Journey Canvas, Pain Points, Experience Opportunities | Reverse Ideas, Risk Themes, Solution Ideas |
Tagsno overlap | JourneyServiceService design | IdeationInnovationCreativity | JourneyCustomerService designCanvas | BrainstormingIdeationCreativityRisk |