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| Criterion |  UX Research User Interviews |  UX Design Customer Journey Canvas |  Product Discovery Opportunity Solution Tree |  UX Research Customer Journey Mapping |
|---|---|---|---|---|
Purposedifferent | 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 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. | 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. | 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. |
Complexitydifferent | Low | Medium | Medium | Medium |
Timedifferent | 30–60 min per interview | 1-3 h | 1-2 h Setup, laufend | 2-4 h |
Participantsdifferent | 1 participant per interview | 3-10 | 2-6 | 4-10 |
Formatdifferent | Workshop + async | Workshop | Workshop + async | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Customer Journey Canvas, Pain Points, Experience Opportunities | Opportunity Solution Tree, Experiment Backlog, Learning Log | Journey Map, Pain-point List, Opportunity Backlog |
Tagsno overlap | QualitativeResearchCustomerDiscovery | JourneyCustomerService designCanvas | DiscoveryOutcomesExperimentsOpportunity | JourneyServiceService design |