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| Criterion |  UX Research Customer Journey Mapping |  Decision Making Option Framing |  Business Strategy TOWS Matrix |  Business Strategy GAP 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. | In early decisions, alternatives are often still vague, incomplete, or blended together. Option Framing brings every possibility into a comparable form and makes visible which variant actually fits the question. | The TOWS Matrix connects internal strengths and weaknesses with external opportunities and threats into action-oriented strategies. It goes a step further than a pure stocktaking. | GAP Analysis compares the current state with a target picture and makes the distance manageable. It becomes useful when, ahead of new initiatives, it must become clear which capabilities, processes, or resources are missing. |
Complexitysame | Medium | Medium | Medium | Medium |
Timedifferent | 2-4 h | 45-120 min | 1-2 h | 1-3 h |
Participantsdifferent | 4-10 | 3-8 | 3-10 | 2-8 |
Formatdifferent | Workshop | Workshop + async | Workshop | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Option Frames, Assumption Notes, Comparable Shortlist, Decision Inputs | TOWS Matrix, Strategic Options, Priority Actions | Gap Matrix, Action Plan, Risk Notes |
Tagsno overlap | JourneyServiceService design | OptionsDecision framingStrategyComparison | StrategyAnalysisOptions | StrategyAnalysisPlanning |