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Emphathy-Map & Problem-Statement
Transition from School to Work
Anette Metzger
Empathize and Define
This is Selina. She is in her late 30ies,
She lives in Munich, Germany and is
married to a loving German husband.
Since February 2011 she hold an
University Degree in Cultural
Anthropology and Political Science.
Selina,
Late 30ies
Anthropolgist
I LIKE TO WORK!
IN AN OFFICE - WORKING AS A
SCIENTIST IS NOT FOR ME.
I LIKE TO SUPPORT
PROJECTS & OFFICES
SO THAT ALL THE
ADMINSTRATION &
WORKFLOWS RUN
SMOOTHLY
I AM WELL EDUCATED,
MOTIVATED & WELL-MANNERED
I HAVE ABOUT 1 YEAR
PROFESSIONAL EXPERIENCE.
BUT THEY SAY IT IS NOT ENOUGH.
Selina,
Late 30ies
Anthropolgist
WRITES & SENDS JOB APPLICATIONS
ON A REGULAR BASIS
GOES TO THE OCCASIONAL JOB INTERVIEW
STARTS NOW A FURTHER TRAINING AS A
MANAGEMENT ASSISTANT
Selina,
Late 30ies
Anthropolgist
Born & raised
in Indonesia
I FEEL FRUSTRATED: I’M APPLYING NOW
FOR ONE AND HALF YEARS FOR JOBS IN
OFFICE ADMINSTRATION AND NO COMPANY
WANTS TO EMPLOY ME:
I FEEL DISCRIMINATED AS GERMAN IS
NOT MY MOTHER TONGUE.
DO THEY THINK I’M LAZY JUST BECAUSE
I HAVE A SLIGHT FOREIGN ACCENT?
IT FEELS LIKE BEING LOST IN A MAZE
THERE IS NO REAL DIALOGUE
THAT IS UNHUMANE.
THE COMPANIES LOOK ALL THE SAME,
WITHOUT ENGAGEMENT, JUST PHRASES
Selina,
Late 30ies
Anthropolgist
Born & raised
in Indonesia
Living quite happy
in Germany
I MASTERED GERMAN!
NOBODY GIVES ME A
CLEAR FEEDBACK SO
I DON’THAVE A CLUE
WHAT I’M DOING WRONG.
I STUDIED THEREFORE
I’M CAPABLE OF LEARNING
& I’M A DISCLIPINED WORKER
DESPITE MY ACADEMIC
TRANING I HAVE NO
ORIENTATION HOW TO
GET A JOB MAKE A
DECENT LIVING FROM IT.
DURING MY YEARS AT
UNIVERSITY I THOUGHT:
AN UNIVERSITY DEGREE
WILL GIVE ME A GOOD
STARTING POSITION FOR
MY PROFESSIONAL LIVE!”
INSIGHTS
NO PROFESSIONAL EXPERIENCE - NO JOB
NO JOB - NO PROFESSIONAL EXPERIENCE
AFTER A PERIOD OF ONE AND A HALF YEARS WITH JUST SOME
SHORT TEMPORARY EMPLOYMENTS SHE FEELS HER MOTIVATION
VANISHING.
SHE MISSES TRANSPERANCY & ORIENTATION REGARDING THE
JOB MARKET
SELINA IS CAUGHT BETWEEN A ROCK AND A HARD PLACE:
Problem Statement
SELINA; A MOTIVATED; WELL EDUCATED
WELL MANNERD YOUNG WOMAN
FROM INDONESIA LIVING IN GERMANY
NEEDS
A WAY
TO FIND BETTER ORIENTATION
REGARDING THE JOB MARKET &
TO GAIN PROFESSIONAL EXPERIENCE
BECAUSE
SHE WANTS TO FIND A WORTHY TASK
& TO MAKE A LIVING FROM IT.
I FEEL FRUSTRATED: I’M APPLYING NOW
FOR ONE AND HALF YEARS FOR JOBS IN
OFFICE ADMINSTRATION AND NO COMPANY
WANTS TO EMPLOY ME:
I FEEL DISCRIMINATED AS GERMAN IS
NOT MY MOTHER TONGUE.
DO THEY THINK I’M LAZY JUST BECAUSE
I HAVE A SLIGHT FOREIGN ACCENT?
IT FEELS LIKE BEING LOST IN A MAZE
THERE IS NO REAL DIALOGUE
THAT IS UNHUMANE.
THE COMPANIES LOOK ALL THE SAME,
WITHOUT ENGAGEMENT, JUST PHRASES
I LIKE TO WORK!
IN AN OFFICE - WORKING AS A
SCIENTIST IS NOT FOR ME.
I LIKE TO SUPPORT
PROJECTS & OFFICES
SO THAT ALL THE
ADMINSTRATION &
WORKFLOWS RUN
SMOOTHLY
I AM WELL EDUCATED,
MOTIVATED & WELL-MANNERED
I HAVE ABOUT 1 YEAR
PROFESSIONAL EXPERIENCE.
BUT THEY SAY IT IS NOT ENOUGH.
WRITES & SENDS JOB APPLICATIONS
ON A REGULAR BASIS
GOES TO THE OCCASIONAL JOB INTERVIEW
STARTS NOW A FURTHER TRAINING AS A
MANAGEMENT ASSISTANT
I MASTERED GERMAN!
NOBODY GIVES ME A
CLEAR FEEDBACK SO
I DON’THAVE A CLUE
WHAT I’M DOING WRONG.
I STUDIED THEREFORE
I’M CAPABLE OF LEARNING
& I’M A DISCLIPINED WORKER
DESPITE MY ACADEMIC
TRANING I HAVE NO
ORIENTATION HOW TO
GET A JOB MAKE A
DECENT LIVING FROM IT.
DURING MY YEARS AT
UNIVERSITY I THOUGHT:
AN UNIVERSITY DEGREE
WILL GIVE ME A GOOD
STARTING POSITION FOR
MY PROFESSIONAL LIVE!”
INSIGHTS
NO PROFESSIONAL EXPERIENCE
=> NO JOB
NO JOB =>
NO PROFESSIONAL EXPERIENCE
AFTER A PERIOD OF ONE AND
A HALF YEARS WITH JUST SOME
SHORT TEMPORARY
EMPLOYMENTS SHE FEELS
HER MOTIVATION
VANISHING.
SHE MISSES TRANSPERANCY &
ORIENTATION REGARDING THE
JOB MARKET
SELINA IS CAUGHT BETWEEN
A ROCK AND A HARD PLACE:
SELINA; A MOTIVATED; WELL EDUCATED
WELL MANNERD YOUNG WOMAN
FROM INDONESIA LIVING IN GERMANY
NEEDS
A WAY
TO FIND BETTER ORIENTATION
REGARDING THE JOB MARKET &
TO GAIN PROFESSIONAL EXPERIENCE
BECAUSE
SHE WANTS TO FIND A WORTHY TASK
& TO MAKE A LIVING FROM IT.
Selina,
Late 30ies
Anthropolgist
Living in Germany,
Being born and raised
In Indonesia
Married to a German
spiraling power
Team
Anette Metzger
Design Thinking Action Lab
by Leticia Britos Cavagnaro, Stanford University

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Design Thinking Action Lab - Empathy Map & Problem Statement

  • 1. Emphathy-Map & Problem-Statement Transition from School to Work Anette Metzger Empathize and Define
  • 2. This is Selina. She is in her late 30ies, She lives in Munich, Germany and is married to a loving German husband. Since February 2011 she hold an University Degree in Cultural Anthropology and Political Science.
  • 3. Selina, Late 30ies Anthropolgist I LIKE TO WORK! IN AN OFFICE - WORKING AS A SCIENTIST IS NOT FOR ME. I LIKE TO SUPPORT PROJECTS & OFFICES SO THAT ALL THE ADMINSTRATION & WORKFLOWS RUN SMOOTHLY I AM WELL EDUCATED, MOTIVATED & WELL-MANNERED I HAVE ABOUT 1 YEAR PROFESSIONAL EXPERIENCE. BUT THEY SAY IT IS NOT ENOUGH.
  • 4. Selina, Late 30ies Anthropolgist WRITES & SENDS JOB APPLICATIONS ON A REGULAR BASIS GOES TO THE OCCASIONAL JOB INTERVIEW STARTS NOW A FURTHER TRAINING AS A MANAGEMENT ASSISTANT
  • 5. Selina, Late 30ies Anthropolgist Born & raised in Indonesia I FEEL FRUSTRATED: I’M APPLYING NOW FOR ONE AND HALF YEARS FOR JOBS IN OFFICE ADMINSTRATION AND NO COMPANY WANTS TO EMPLOY ME: I FEEL DISCRIMINATED AS GERMAN IS NOT MY MOTHER TONGUE. DO THEY THINK I’M LAZY JUST BECAUSE I HAVE A SLIGHT FOREIGN ACCENT? IT FEELS LIKE BEING LOST IN A MAZE THERE IS NO REAL DIALOGUE THAT IS UNHUMANE. THE COMPANIES LOOK ALL THE SAME, WITHOUT ENGAGEMENT, JUST PHRASES
  • 6. Selina, Late 30ies Anthropolgist Born & raised in Indonesia Living quite happy in Germany I MASTERED GERMAN! NOBODY GIVES ME A CLEAR FEEDBACK SO I DON’THAVE A CLUE WHAT I’M DOING WRONG. I STUDIED THEREFORE I’M CAPABLE OF LEARNING & I’M A DISCLIPINED WORKER DESPITE MY ACADEMIC TRANING I HAVE NO ORIENTATION HOW TO GET A JOB MAKE A DECENT LIVING FROM IT. DURING MY YEARS AT UNIVERSITY I THOUGHT: AN UNIVERSITY DEGREE WILL GIVE ME A GOOD STARTING POSITION FOR MY PROFESSIONAL LIVE!”
  • 7. INSIGHTS NO PROFESSIONAL EXPERIENCE - NO JOB NO JOB - NO PROFESSIONAL EXPERIENCE AFTER A PERIOD OF ONE AND A HALF YEARS WITH JUST SOME SHORT TEMPORARY EMPLOYMENTS SHE FEELS HER MOTIVATION VANISHING. SHE MISSES TRANSPERANCY & ORIENTATION REGARDING THE JOB MARKET SELINA IS CAUGHT BETWEEN A ROCK AND A HARD PLACE:
  • 8. Problem Statement SELINA; A MOTIVATED; WELL EDUCATED WELL MANNERD YOUNG WOMAN FROM INDONESIA LIVING IN GERMANY NEEDS A WAY TO FIND BETTER ORIENTATION REGARDING THE JOB MARKET & TO GAIN PROFESSIONAL EXPERIENCE BECAUSE SHE WANTS TO FIND A WORTHY TASK & TO MAKE A LIVING FROM IT.
  • 9. I FEEL FRUSTRATED: I’M APPLYING NOW FOR ONE AND HALF YEARS FOR JOBS IN OFFICE ADMINSTRATION AND NO COMPANY WANTS TO EMPLOY ME: I FEEL DISCRIMINATED AS GERMAN IS NOT MY MOTHER TONGUE. DO THEY THINK I’M LAZY JUST BECAUSE I HAVE A SLIGHT FOREIGN ACCENT? IT FEELS LIKE BEING LOST IN A MAZE THERE IS NO REAL DIALOGUE THAT IS UNHUMANE. THE COMPANIES LOOK ALL THE SAME, WITHOUT ENGAGEMENT, JUST PHRASES I LIKE TO WORK! IN AN OFFICE - WORKING AS A SCIENTIST IS NOT FOR ME. I LIKE TO SUPPORT PROJECTS & OFFICES SO THAT ALL THE ADMINSTRATION & WORKFLOWS RUN SMOOTHLY I AM WELL EDUCATED, MOTIVATED & WELL-MANNERED I HAVE ABOUT 1 YEAR PROFESSIONAL EXPERIENCE. BUT THEY SAY IT IS NOT ENOUGH. WRITES & SENDS JOB APPLICATIONS ON A REGULAR BASIS GOES TO THE OCCASIONAL JOB INTERVIEW STARTS NOW A FURTHER TRAINING AS A MANAGEMENT ASSISTANT I MASTERED GERMAN! NOBODY GIVES ME A CLEAR FEEDBACK SO I DON’THAVE A CLUE WHAT I’M DOING WRONG. I STUDIED THEREFORE I’M CAPABLE OF LEARNING & I’M A DISCLIPINED WORKER DESPITE MY ACADEMIC TRANING I HAVE NO ORIENTATION HOW TO GET A JOB MAKE A DECENT LIVING FROM IT. DURING MY YEARS AT UNIVERSITY I THOUGHT: AN UNIVERSITY DEGREE WILL GIVE ME A GOOD STARTING POSITION FOR MY PROFESSIONAL LIVE!” INSIGHTS NO PROFESSIONAL EXPERIENCE => NO JOB NO JOB => NO PROFESSIONAL EXPERIENCE AFTER A PERIOD OF ONE AND A HALF YEARS WITH JUST SOME SHORT TEMPORARY EMPLOYMENTS SHE FEELS HER MOTIVATION VANISHING. SHE MISSES TRANSPERANCY & ORIENTATION REGARDING THE JOB MARKET SELINA IS CAUGHT BETWEEN A ROCK AND A HARD PLACE: SELINA; A MOTIVATED; WELL EDUCATED WELL MANNERD YOUNG WOMAN FROM INDONESIA LIVING IN GERMANY NEEDS A WAY TO FIND BETTER ORIENTATION REGARDING THE JOB MARKET & TO GAIN PROFESSIONAL EXPERIENCE BECAUSE SHE WANTS TO FIND A WORTHY TASK & TO MAKE A LIVING FROM IT. Selina, Late 30ies Anthropolgist Living in Germany, Being born and raised In Indonesia Married to a German
  • 10. spiraling power Team Anette Metzger Design Thinking Action Lab by Leticia Britos Cavagnaro, Stanford University