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| Criterion |  UX Research Customer Journey Mapping |  UX Research User Interviews |  Product Discovery Opportunity Solution Tree |
|---|---|---|---|
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 teams derive needs only from assumptions and real motives are missing, user interviews give direct access to behavior and meaning. Conversations from the target group's everyday life make patterns, tensions, and open questions solidly visible. | When discovery keeps swinging between goals, ideas, and learning loops, it creates clear steering logic. It connects the desired outcome, opportunities, and experiments into a legible structure. |
Complexitydifferent | Medium | Low | Medium |
Timedifferent | 2-4 h | 30–60 min per interview | 1-2 h Setup, laufend |
Participantsdifferent | 4-10 | 1 participant per interview | 2-6 |
Formatdifferent | Workshop | Workshop + async | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Interview Notes, Themes, Insight Summary | Opportunity Solution Tree, Experiment Backlog, Learning Log |
Tagsno overlap | JourneyServiceService design | QualitativeResearchCustomerDiscovery | DiscoveryOutcomesExperimentsOpportunity |
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