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| Criterion |  UX Research Customer Journey Mapping |  Innovation Morphological Analysis |  Innovation Lotus Blossom |  Innovation 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 central question feels too large, the method breaks it into neighboring topic fields with their own depth of ideation. It holds structure and openness at the same time, so adjacent perspectives don't get lost. This grows an idea space out of a core problem. | When a team faces an open question with many obvious directions, the method first creates breadth instead of premature commitment. It separates idea flow from evaluation and makes lines of thought visible, creating a pool for selection and further development. |
Complexitydifferent | Medium | Medium | Low | Low |
Timedifferent | 2-4 h | 1-3 h | 45-90 min | 30-60 min |
Participantsdifferent | 4-10 | 2-8 | 3-10 | 4-12 |
Formatdifferent | Workshop | Workshop + async | Workshop | Workshop |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Morphological Box, Concept Combinations, Idea Shortlist | Lotus Diagram, Idea Themes, Shortlist | Idea pool, Theme clusters, Shortlist |
Tagsno overlap | JourneyServiceService design | IdeationInnovationCreativity | BrainstormingIdeationCreativityDivergenceWorkshop | BrainstormingIdeationCreativityWorkshopDivergence |