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| Criterion |  UX Research Customer Journey Mapping |  Innovation Rolestorming |  Innovation Morphological Analysis |  Innovation Reverse 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. | When a search for ideas stalls, switching roles helps people step outside their own perspective and activate new logics of action. The method reduces habit because contributions arise from a different stance. This brings unfamiliar, often fitting solution approaches into play. | 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. | For persistent errors or blockages, the method shifts the view to the opposite of the desired effect. It exposes the mechanics of failure and makes hidden causes easier to grasp. This makes improvement more concrete and the problem clearer. |
Complexitydifferent | Medium | Low | Medium | Low |
Timedifferent | 2-4 h | 30-60 min | 1-3 h | 30-60 min |
Participantsdifferent | 4-10 | 3-12 | 2-8 | 3-12 |
Formatdifferent | Workshop | Workshop | Workshop + async | Workshop |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Rollenkarten, Ideenpool pro Rolle, Konsolidierte Shortlist | Morphological Box, Concept Combinations, Idea Shortlist | Reverse Ideas, Risk Themes, Solution Ideas |
Tagsno overlap | JourneyServiceService design | BrainstormingIdeationCreativity | IdeationInnovationCreativity | BrainstormingIdeationCreativityRisk |