1. Design Thinking
Assignment: Empathy Map &
Problem Statement
5 August 2013

2. SAY THINK
DO FEEL
Stakeholder
Needs
way to
Need Insight

3. Say
1. Interned starting 2nd year of university
2. (Focus] in art
3. Theory with few technical tools.
4. Not prepared with the computer
5. General idea of design, but not applied to web
6. Had [few] animation classes
7. Loved drawing and doing paper models
8. Had design theory and psychology, loved psychology and looking at how the mind is
cheating us [perspective]
9. Most of the time we take ideas and styles from the past and change it to make it look more
modern.
10. Biggest transition from school to work was freedom to choose project
11. At school you have teachers who lead you to right path. Here [at work] didn’t have anyone
to lead me.
12. Ideal would be some other designer that could lead us in the process and show this is how
things are done here that is different from the way things happened at school.
13. Sometimes when you do something completely different, people don’t accept it. I therefore go to the
sure things.
14. I look for the user to be comfortable.

4. Think
• Wants to be valued
• Engineers/technologists don’t get design
• Creative isolated in a sea of technologists
• Constrained to meet rigid client requirements
• Needs to find inspiration sources
• Champion for the end user

5. Feel
• Isolated
• No mentor, no role model
• Unrewarded for bringing up disruptive ideas

6. Problem Statement
• Designer needs way to unleash creativity
within technology world