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| Criterion |  UX Research User Interviews |  Product Discovery Opportunity Scoring |  UX Research Customer Journey Mapping |  UX Design Customer Journey Canvas |
|---|---|---|---|---|
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 opportunities need ranking by their effect, it makes importance and satisfaction directly comparable. It separates problem, assumption, solution, and evidence. The result is captured as an opportunity-score table and top outcomes. | 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 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. |
Complexitydifferent | Low | Medium | Medium | Medium |
Timedifferent | 30–60 min per interview | 60-120 min | 2-4 h | 1-3 h |
Participantsdifferent | 1 participant per interview | 3-6 | 4-10 | 3-10 |
Formatdifferent | Workshop + async | Workshop + async | Workshop | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Opportunity Score Table, Top Outcomes | Journey Map, Pain-point List, Opportunity Backlog | Customer Journey Canvas, Pain Points, Experience Opportunities |
Tagsno overlap | QualitativeResearchCustomerDiscovery | PrioritizationDiscoveryOutcomesNeeds | JourneyServiceService design | JourneyCustomerService designCanvas |