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Empathy	
  Map	
  
Susan	
  Cox-­‐Smith	
  
Design	
  Thinking:	
  Assignment	
  1	
  
Interview	
  Subject 	
  	
  
“John”	
  
	
  
John	
  is	
  a	
  man	
  in	
  his	
  mid-­‐
for=es;	
  he	
  has	
  two	
  degrees,	
  
Business	
  and	
  Economics,	
  but	
  
has	
  been	
  out	
  of	
  work	
  in	
  the	
  
field	
  of	
  Customer	
  Service	
  and	
  
Sales	
  for	
  over	
  two	
  years.	
  He	
  
returned	
  to	
  school	
  to	
  get	
  IT	
  
cer=fica=ons,	
  with	
  the	
  hope	
  
that	
  his	
  prior	
  experience	
  will	
  
help	
  him	
  find	
  a	
  posi=on	
  in	
  his	
  
new	
  career	
  path	
  in	
  IT	
  
maintenance	
  and	
  
management.	
  
Say	
  
•  Highly	
  educated	
  
•  Highly	
  mo=vated	
  
•  Stressed	
  by	
  economic	
  downturn	
  and	
  long-­‐term	
  unemployment	
  
•  Did	
  lots	
  of	
  research	
  on	
  educa=onal	
  opportuni=es	
  for	
  career	
  change	
  and	
  advancement	
  
•  Chose	
  IT	
  as	
  it	
  is	
  compa=ble	
  with	
  his	
  prior	
  experience	
  and	
  interes=ng	
  to	
  him	
  
•  Exams	
  are	
  expensive,	
  but	
  necessary	
  to	
  document	
  new	
  skills	
  obtained	
  at	
  school	
  
•  No	
  prior	
  experience	
  in	
  IT	
  Management	
  specifically	
  
•  Difficult	
  to	
  document	
  in	
  resume	
  things	
  that	
  make	
  him	
  a	
  strong	
  candidate	
  for	
  employment	
  
•  No	
  experience	
  in	
  new	
  career	
  path,	
  but	
  highly	
  experienced	
  in	
  compa=ble	
  skills	
  and	
  abili=es	
  
•  Very	
  personable	
  
•  Customer	
  service	
  and	
  sales	
  experience	
  make	
  him	
  desirable	
  as	
  a	
  manager	
  or	
  team	
  leader,	
  
though	
  this	
  usually	
  goes	
  to	
  someone	
  with	
  many	
  years	
  experience	
  in	
  the	
  field	
  
•  Not	
  technically	
  an	
  entry	
  level	
  employee	
  
•  Older	
  than	
  most	
  candidates	
  just	
  star=ng	
  in	
  IT	
  
•  Age	
  and	
  experience	
  can	
  be	
  seen	
  as	
  both	
  posi=ve	
  and	
  nega=ve	
  quali=es	
  in	
  a	
  poten=al	
  
employee	
  
•  Difficult	
  to	
  provide	
  applica=ons	
  or	
  resumes	
  that	
  adequately	
  describe	
  his	
  abili=es,	
  which	
  
clearly	
  cast	
  his	
  prior	
  experience	
  and	
  investment	
  in	
  educa=on	
  as	
  posi=ve	
  career	
  moves	
  
Do	
  
•  John	
  has	
  completed	
  his	
  schooling	
  and	
  taken	
  the	
  exams.	
  	
  
•  He	
  has	
  passed	
  one	
  and	
  is	
  studying	
  to	
  re-­‐take	
  the	
  other	
  
•  He	
  has	
  researched	
  poten=al	
  types	
  of	
  employers	
  who	
  need	
  IT	
  
management	
  on	
  site	
  
•  He	
  has	
  updated	
  and	
  tweaked	
  his	
  resume	
  numerous	
  =mes,	
  but	
  none	
  
seem	
  to	
  adequately	
  reflect	
  his	
  qualifica=ons,	
  experience	
  and	
  educa=on	
  
•  He	
  is	
  oUen	
  referred	
  to	
  entry	
  level	
  posi=ons,	
  based	
  on	
  his	
  recent	
  
educa=on	
  in	
  IT	
  
•  He	
  is	
  just	
  as	
  oUen	
  referred	
  to	
  sales	
  posi=ons	
  aUer	
  applying	
  for	
  IT	
  
posi=ons	
  adver=sed	
  
•  He	
  is	
  frustrated	
  that	
  his	
  resume	
  does	
  not	
  seem	
  to	
  clearly	
  convey	
  his	
  
abili=es	
  and	
  interests	
  
•  He	
  believes	
  that	
  standard	
  resume	
  formats	
  do	
  not	
  adequately	
  describe	
  
applicants	
  that	
  have	
  complementary	
  experience	
  to	
  a	
  new	
  career	
  path	
  
•  He	
  finds	
  that	
  his	
  age	
  and	
  high	
  level	
  of	
  educa=on	
  oUen	
  exclude	
  him	
  from	
  
considera=on	
  for	
  entry	
  level,	
  or	
  mid-­‐level	
  posi=ons	
  
Think	
  &	
  Feel	
  (Inferences)	
  
•  John	
  wants	
  a	
  job	
  in	
  his	
  new	
  
career	
  path	
  
•  He	
  has	
  worked	
  hard	
  
•  He	
  is	
  smart	
  and	
  well-­‐educated	
  
•  He	
  ques=ons	
  the	
  viability	
  of	
  
current	
  resume	
  styles	
  to	
  
adequately	
  describe	
  certain	
  types	
  
of	
  candidates	
  as	
  they	
  can	
  lead	
  
poten=al	
  employers	
  to	
  make	
  
assump=ons	
  about	
  candidates	
  
that	
  are	
  faulty	
  
•  This	
  may	
  be	
  a	
  common	
  problem	
  
for	
  candidates	
  with	
  similar	
  
backgrounds	
  and	
  experience	
  
•  Many	
  qualified	
  candidates	
  may	
  
be	
  excluded	
  unnecessarily	
  due	
  to	
  
faulty	
  assump=ons	
  
•  John	
  feels	
  frustrated	
  
•  Resumes	
  some=mes	
  create	
  
problems	
  due	
  to	
  inadequate	
  or	
  
uninten=onally	
  misleading	
  
content	
  
•  Many,	
  many	
  job	
  candidates	
  
probably	
  encounter	
  this	
  problem	
  
•  Employers	
  are	
  stymied	
  by	
  current	
  
resume	
  and	
  applica=on	
  
standards	
  
•  Employers	
  u=lize	
  problema=c	
  
methods	
  for	
  selec=ng	
  viable	
  
candidates	
  
•  Online	
  applica=ons	
  and	
  resume	
  
submissions	
  have	
  created	
  more	
  
problems	
  than	
  are	
  solved	
  
•  Strong	
  candidates	
  are	
  oUen	
  
excluded	
  due	
  to	
  faulty	
  screening	
  
methods	
  of	
  employers	
  
Problem	
  Statement	
  
Older	
  students	
  who	
  return	
  to	
  school,	
  either	
  to	
  enhance	
  skills	
  or	
  
to	
  shiU	
  career	
  path	
  or	
  profession,	
  are	
  oUen	
  excluded	
  as	
  viable	
  
job	
  candidates	
  by	
  poten=al	
  employers	
  because	
  their	
  skills	
  and	
  
experience	
  do	
  not	
  fit	
  neatly	
  into	
  current	
  assessment	
  standards	
  
u=lized	
  by	
  employers	
  to	
  iden=fy	
  those	
  they	
  would	
  deem	
  to	
  have	
  
the	
  appropriate	
  skills	
  necessary	
  to	
  fill	
  their	
  open	
  posi=ons.	
  
Insights	
  
•  The	
  current	
  economy	
  has	
  created	
  a	
  dearth	
  of	
  good	
  jobs	
  
•  There	
  are	
  many	
  highly-­‐skilled	
  and	
  experienced	
  workers	
  who	
  have	
  
found	
  it	
  necessary	
  to	
  go	
  back	
  to	
  school	
  to	
  enhance	
  their	
  educa=on,	
  
or	
  to	
  shiU	
  career	
  paths	
  
•  Employers	
  have	
  difficulty	
  adequately	
  assessing	
  these	
  candidates	
  
because	
  they	
  do	
  not	
  neatly	
  fit	
  into	
  job	
  descrip=on	
  qualifica=ons,	
  or	
  
garner	
  enough	
  hits	
  with	
  key	
  word	
  search	
  employment	
  screening	
  
soUware,	
  which	
  is	
  oUen	
  the	
  first	
  line	
  of	
  exclusion	
  for	
  candidates	
  
•  These	
  candidates	
  can	
  be	
  doubly	
  excluded,	
  par=cularly	
  for	
  entry	
  and	
  
mid-­‐level	
  posi=ons,	
  for	
  appearing	
  “too	
  experienced”	
  even	
  though	
  
they	
  may	
  be	
  just	
  star=ng	
  out	
  in	
  their	
  new	
  chosen	
  field	
  
•  Employers	
  oUen	
  complain	
  that	
  they	
  can	
  not	
  find	
  adequately	
  
qualified	
  candidates	
  for	
  their	
  openings,	
  but	
  this	
  seems	
  contrary	
  to	
  
repor=ng	
  from	
  candidates	
  themselves	
  
Insights	
  (continued)	
  
•  State	
  unemployment	
  benefits	
  oUen	
  require	
  recipients	
  apply	
  for	
  a	
  
specific	
  number	
  of	
  jobs	
  per	
  week	
  to	
  con=nue	
  to	
  qualify	
  for	
  UI.	
  This	
  
causes	
  an	
  overflow	
  of	
  applica=ons	
  for	
  many	
  entry	
  and	
  mid-­‐level	
  jobs	
  
from	
  candidates	
  who	
  do	
  not	
  have	
  adequate	
  qualifica=ons,	
  but	
  must	
  
apply	
  for	
  anything	
  to	
  sa=sfy	
  state	
  requirements	
  
•  Key	
  word	
  search	
  employment	
  soUware	
  is	
  rarely	
  adequate	
  to	
  assess	
  
resumes	
  and	
  applica=ons,	
  but	
  is	
  currently	
  the	
  most	
  common	
  way	
  of	
  
assessing	
  candidates	
  ini=ally	
  for	
  professional	
  or	
  semi-­‐professional	
  
posi=ons	
  
•  Standard	
  resume	
  formats	
  are	
  oUen	
  difficult	
  to	
  assess	
  when	
  
candidates	
  have	
  mul=ple	
  educa=onal	
  creden=als	
  and/or	
  career	
  
paths	
  
•  When	
  a	
  person	
  pursues	
  further	
  educa=on	
  to	
  change	
  or	
  enhance	
  
their	
  career	
  path,	
  they	
  are	
  oUen	
  penalized	
  for	
  inconsistency,	
  rather	
  
than	
  for	
  seeking	
  more	
  viable	
  op=ons	
  in	
  the	
  down	
  economy	
  

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Empathy map john

  • 1. Empathy  Map   Susan  Cox-­‐Smith   Design  Thinking:  Assignment  1  
  • 2. Interview  Subject     “John”     John  is  a  man  in  his  mid-­‐ for=es;  he  has  two  degrees,   Business  and  Economics,  but   has  been  out  of  work  in  the   field  of  Customer  Service  and   Sales  for  over  two  years.  He   returned  to  school  to  get  IT   cer=fica=ons,  with  the  hope   that  his  prior  experience  will   help  him  find  a  posi=on  in  his   new  career  path  in  IT   maintenance  and   management.  
  • 3. Say   •  Highly  educated   •  Highly  mo=vated   •  Stressed  by  economic  downturn  and  long-­‐term  unemployment   •  Did  lots  of  research  on  educa=onal  opportuni=es  for  career  change  and  advancement   •  Chose  IT  as  it  is  compa=ble  with  his  prior  experience  and  interes=ng  to  him   •  Exams  are  expensive,  but  necessary  to  document  new  skills  obtained  at  school   •  No  prior  experience  in  IT  Management  specifically   •  Difficult  to  document  in  resume  things  that  make  him  a  strong  candidate  for  employment   •  No  experience  in  new  career  path,  but  highly  experienced  in  compa=ble  skills  and  abili=es   •  Very  personable   •  Customer  service  and  sales  experience  make  him  desirable  as  a  manager  or  team  leader,   though  this  usually  goes  to  someone  with  many  years  experience  in  the  field   •  Not  technically  an  entry  level  employee   •  Older  than  most  candidates  just  star=ng  in  IT   •  Age  and  experience  can  be  seen  as  both  posi=ve  and  nega=ve  quali=es  in  a  poten=al   employee   •  Difficult  to  provide  applica=ons  or  resumes  that  adequately  describe  his  abili=es,  which   clearly  cast  his  prior  experience  and  investment  in  educa=on  as  posi=ve  career  moves  
  • 4. Do   •  John  has  completed  his  schooling  and  taken  the  exams.     •  He  has  passed  one  and  is  studying  to  re-­‐take  the  other   •  He  has  researched  poten=al  types  of  employers  who  need  IT   management  on  site   •  He  has  updated  and  tweaked  his  resume  numerous  =mes,  but  none   seem  to  adequately  reflect  his  qualifica=ons,  experience  and  educa=on   •  He  is  oUen  referred  to  entry  level  posi=ons,  based  on  his  recent   educa=on  in  IT   •  He  is  just  as  oUen  referred  to  sales  posi=ons  aUer  applying  for  IT   posi=ons  adver=sed   •  He  is  frustrated  that  his  resume  does  not  seem  to  clearly  convey  his   abili=es  and  interests   •  He  believes  that  standard  resume  formats  do  not  adequately  describe   applicants  that  have  complementary  experience  to  a  new  career  path   •  He  finds  that  his  age  and  high  level  of  educa=on  oUen  exclude  him  from   considera=on  for  entry  level,  or  mid-­‐level  posi=ons  
  • 5. Think  &  Feel  (Inferences)   •  John  wants  a  job  in  his  new   career  path   •  He  has  worked  hard   •  He  is  smart  and  well-­‐educated   •  He  ques=ons  the  viability  of   current  resume  styles  to   adequately  describe  certain  types   of  candidates  as  they  can  lead   poten=al  employers  to  make   assump=ons  about  candidates   that  are  faulty   •  This  may  be  a  common  problem   for  candidates  with  similar   backgrounds  and  experience   •  Many  qualified  candidates  may   be  excluded  unnecessarily  due  to   faulty  assump=ons   •  John  feels  frustrated   •  Resumes  some=mes  create   problems  due  to  inadequate  or   uninten=onally  misleading   content   •  Many,  many  job  candidates   probably  encounter  this  problem   •  Employers  are  stymied  by  current   resume  and  applica=on   standards   •  Employers  u=lize  problema=c   methods  for  selec=ng  viable   candidates   •  Online  applica=ons  and  resume   submissions  have  created  more   problems  than  are  solved   •  Strong  candidates  are  oUen   excluded  due  to  faulty  screening   methods  of  employers  
  • 6. Problem  Statement   Older  students  who  return  to  school,  either  to  enhance  skills  or   to  shiU  career  path  or  profession,  are  oUen  excluded  as  viable   job  candidates  by  poten=al  employers  because  their  skills  and   experience  do  not  fit  neatly  into  current  assessment  standards   u=lized  by  employers  to  iden=fy  those  they  would  deem  to  have   the  appropriate  skills  necessary  to  fill  their  open  posi=ons.  
  • 7. Insights   •  The  current  economy  has  created  a  dearth  of  good  jobs   •  There  are  many  highly-­‐skilled  and  experienced  workers  who  have   found  it  necessary  to  go  back  to  school  to  enhance  their  educa=on,   or  to  shiU  career  paths   •  Employers  have  difficulty  adequately  assessing  these  candidates   because  they  do  not  neatly  fit  into  job  descrip=on  qualifica=ons,  or   garner  enough  hits  with  key  word  search  employment  screening   soUware,  which  is  oUen  the  first  line  of  exclusion  for  candidates   •  These  candidates  can  be  doubly  excluded,  par=cularly  for  entry  and   mid-­‐level  posi=ons,  for  appearing  “too  experienced”  even  though   they  may  be  just  star=ng  out  in  their  new  chosen  field   •  Employers  oUen  complain  that  they  can  not  find  adequately   qualified  candidates  for  their  openings,  but  this  seems  contrary  to   repor=ng  from  candidates  themselves  
  • 8. Insights  (continued)   •  State  unemployment  benefits  oUen  require  recipients  apply  for  a   specific  number  of  jobs  per  week  to  con=nue  to  qualify  for  UI.  This   causes  an  overflow  of  applica=ons  for  many  entry  and  mid-­‐level  jobs   from  candidates  who  do  not  have  adequate  qualifica=ons,  but  must   apply  for  anything  to  sa=sfy  state  requirements   •  Key  word  search  employment  soUware  is  rarely  adequate  to  assess   resumes  and  applica=ons,  but  is  currently  the  most  common  way  of   assessing  candidates  ini=ally  for  professional  or  semi-­‐professional   posi=ons   •  Standard  resume  formats  are  oUen  difficult  to  assess  when   candidates  have  mul=ple  educa=onal  creden=als  and/or  career   paths   •  When  a  person  pursues  further  educa=on  to  change  or  enhance   their  career  path,  they  are  oUen  penalized  for  inconsistency,  rather   than  for  seeking  more  viable  op=ons  in  the  down  economy