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| Criterion |  UX Research Customer Journey Mapping |  Innovation Morphological Analysis |  UX Design Customer Journey Canvas |  Innovation SCAMPER |
|---|---|---|---|---|
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 an existing solution under pressure to change, the method deliberately opens space for systematic variants. It directs attention to rebuilding, combining, and repurposing rather than only new basic ideas. This produces concrete evolution paths for products, offerings, or workflows. |
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 | 2-10 |
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 | SCAMPER Idea List, Concept Shortlist, Variation Notes |
Tagsno overlap | JourneyServiceService design | IdeationInnovationCreativity | JourneyCustomerService designCanvas | BrainstormingIdeationCreativityReframingInnovation |