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| Criterion |  UX Research Customer Journey Mapping |  Innovation Rapid Ideation |  Innovation Morphological 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. | When a decision needs to be prepared quickly, the method generates many solution-close variants in a short time. It deliberately relies on pace to undercut self-censorship and perfectionism. This quickly produces a usable field for prioritization and further work. | 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. |
Complexitydifferent | Medium | Low | Medium |
Timedifferent | 2-4 h | 5-20 min | 1-3 h |
Participantsdifferent | 4-10 | 1-20 | 2-8 |
Formatdifferent | Workshop | Workshop + async | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Ideenpool, Roh-Shortlist, Cluster | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | JourneyServiceService design | BrainstormingIdeationDivergenceSpeed | IdeationInnovationCreativity |
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