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| Criterion |  UX Research Customer Journey Mapping |  Product Discovery Opportunity Interview |  UX Research User Interviews |  UX Design Customer Journey Canvas |
|---|---|---|---|---|
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. | When opportunities are still hidden behind signals of need, it structures conversations around needs and obstacles. It looks for patterns that lead to new product opportunities. | When teams derive needs only from assumptions and real motives are missing, user interviews give direct access to behavior and meaning. Conversations from the target group's everyday life make patterns, tensions, and open questions solidly visible. | 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. |
Complexitydifferent | Medium | Medium | Low | Medium |
Timedifferent | 2-4 h | 30-60 min je Interview | 30–60 min per interview | 1-3 h |
Participantsdifferent | 4-10 | 5-12 Interviews | 1 participant per interview | 3-10 |
Formatdifferent | Workshop | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Interview Notes, Opportunity Themes, Customer Quotes | Interview Notes, Themes, Insight Summary | Customer Journey Canvas, Pain Points, Experience Opportunities |
Tagsno overlap | JourneyServiceService design | DiscoveryInterviewsOpportunityCustomer | QualitativeResearchCustomerDiscovery | JourneyCustomerService designCanvas |