Empathy Map & Problem Statement developed for the course Design Thinking Action Labm for the Stanford University by Oswaldin Santos (Osvaldo da Silva Santos)

1. Design Thinking Action Lab 2013

3. 23 year old girl who just graduated
in Business Administration. She is
intelligent, determined, objective,
sensible and ambitious, and is
seeking to enter the labor market.
Recently, she accepted a job offer
that is not exactly what she was
looking for because of the
restrictions and difficulties
encountered in her relationship
with employers.

4. • “I looked for deals mainly in consulting, they had better wages.”
• “But recently, I was accepting almost anything.”
• “I have no experience in other areas and so I ended up with no option.”
• “I felt the options that would accept the lack of experience underused the
knowledge I acquired at the university.”
• “experience is more valued than theoretical knowledge itself.”
• “Nobody asks your notes, only your experiences.”
• “If there was an offer in the consulting industry (my favorite) I would accept
even with the lower salary.”
• “I'm going back to my old job, but just to be in another office.”

5. • She registered for web sites that provide jobs;
• She sent resume to positions advertised in groups on facebook;
• She talked to some people that might indicate her to jobs;
• She talked to some friends that she was available
(she also sent resume to some of them);
• She contacted her former employer to apply for a job in her new specialty.

6. • She would prefer to work in an area
that had better career opportunities.
• She believed that only his good
performance in the university would
be able to secure good employment
options.
• She was willing to accept less
profitable options since they had
better future prospects.
• She believes that accepting a job as
a temporary administrator may
provide enough experience to compete
for better offers in the future.

7. • She felt anxious and pressed to the point of
accepting a job in any sector.
• She felt sidelined and rejected by her lack of
experience.
• She felt a bit of anger by realizing that there was
no interest from most companies to recruit
people with little or no experience.
• She reached a condition of extreme acceptance by
agreeing to return to work in an industry in which
she believes that there are limitations to her
professional growth. However, it was a conscious
attitude and intended to serve only as a
springboard to try better options in the near
future.

8. • The Student is depending on the goodwill of employers to get a real chance of
work.
• The Student Is avoiding to be exploited by some employers who would accept
her lack of experience but that would offer her a set of dummy tasks and
devalue her knowledge.
• Companies are not properly stimulated to hire young professionals who have
recently come out of the university unless they have a reasonable background
of experiences.
• The government needs to encourage and support companies to recruit
employees among students who demonstrate adequate capacity throughout
their undergraduate degree.
• The student wants to get a job where she can apply the knowledge acquired at
the university, being valued by her competency and ability and where she can
build a solid career receiving a fair wage.

9. Student who has just completed his undergraduate degree
and is looking for her first (good) job
NEEDS TO FIND A WAY TO
convince employers that she is able and capable
and that she owns adequate skills and knowledge
to be employed and act as administrator
BECAUSE
she wants to get a job where she can apply
the knowledge acquired at the university,
being valued by her competency and ability
and where she can build a solid career receiving a fair wage.

10. Design Thinking Action Lab 2013
Osvaldo da Silva Santos
Greenrich Team
pictures from flickr.com
licensed under Creative Commons License
oswaldin@oswaldin.com