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| Criterion |  UX Research Usability Testing |  Business Strategy Three Horizons |  Innovation Design Thinking |  Business Strategy Ansoff Matrix |
|---|---|---|---|---|
Purposedifferent | When a product is built but people get stuck on tasks, usability testing shows the friction at concrete points. Observed use instead of self-report makes visible where orientation, understanding, or interaction breaks down. | Three Horizons helps clarify strategic options across different timeframes. It compares strengths, risks, market logic, and investment choices, and captures the result as a horizon map, portfolio view, and initiatives per horizon. | For complex user problems with an uncertain cause, the method connects observation, interpretation, and experiment into a learning cycle. It keeps the focus on real needs and avoids premature solution language. This produces robust decisions for product and service. | The Ansoff Matrix organizes growth options by market and product relation. It helps weigh expansion, diversification, and adaptation cleanly against each other. |
Complexitydifferent | Medium | Medium | High | Low |
Timedifferent | 1-2 h je Session | Halbtags-Workshop, dann iterativ | 1 Tag bis mehrere Wochen | 45-90 min |
Participantsdifferent | Based on research question | 3-12 | 4-10 | 2-8 |
Formatdifferent | Workshop + async | Workshop | Workshop | Workshop + async |
Outputdifferent | Usability Issues, Severity List, Recommendations | Horizon map, Portfolio view, Initiatives per horizon, Resource plan | Problem Statement, Prototype, Test Learnings | Ansoff Matrix, Growth Options, Risk Notes |
Tagsno overlap | ValidationUXPrototype | StrategyInnovationPortfolioForesight | InnovationPrototypeResearch | GrowthStrategyMarketPortfolio |