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| Criterion |  UX Research Customer Journey Mapping |  Business Strategy TOWS Matrix |  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. | 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. | 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. |
Complexitysame | Medium | Medium | Medium |
Timedifferent | 2-4 h | 1-2 h | 1-3 h |
Participantsdifferent | 4-10 | 3-10 | 3-10 |
Formatsame | Workshop | Workshop | Workshop |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | TOWS Matrix, Strategic Options, Priority Actions | Customer Journey Canvas, Pain Points, Experience Opportunities |
Tagsno overlap | JourneyServiceService design | StrategyAnalysisOptions | JourneyCustomerService designCanvas |
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