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| Criterion |  UX Research Customer Journey Mapping |  Innovation SCAMPER |  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. | For an existing solution under pressure to change, the method deliberately opens space for systematic variants. It directs attention to rebuilding, combining, and repurposing rather than only new basic ideas. This produces concrete evolution paths for products, offerings, or workflows. | 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 | 30-60 min | 1-3 h |
Participantsdifferent | 4-10 | 2-10 | 2-8 |
Formatdifferent | Workshop | Workshop | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | SCAMPER Idea List, Concept Shortlist, Variation Notes | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | JourneyServiceService design | BrainstormingIdeationCreativityReframingInnovation | IdeationInnovationCreativity |
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