Kathleen’s School-to-Work
Journey
Gabriela Freitas
Design Thinking – Jul/2013
Agenda
• Empathy Map
• Problem Statement
• Meet Kathleen
• Career Mindset
• Educational Journey
• Learning Experience
• Sc...
Empathy Map
Empathize
“I’m an early twenty-something trying to figure out what
exactly I want to be when I grow up.”
“I wa...
Problem Statement
Define
A highly-personable, dynamic and culturally curious student of Commerce in
IT Management, with gr...
Name: Kathleen Gatti
Age: 23
Status: student at Ryerson University
Lives in Toronto/ON, Canada
Personality: highly persona...
Career Mindset
“I am more aware at this point of what kind of human capital we need in this world right now. I am currentl...
“After three years at McGill, I learned what true University Bureaucracy was and decided that it wasn’t
for me. When decid...
“I am not a typical student, I struggle learning through normal classroom delivery which means most of
my learning is done...
“We are only being prepared in getting the best marks on a 50 question
multiple-choice exam- that is not real life.”
The f...
Kathleen’s 5-years career plan
“ By the end of the next five years I
see myself owning my own product
management firm, eve...
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GFreitas - DesignChallenge

  1. 1. Kathleen’s School-to-Work Journey Gabriela Freitas Design Thinking – Jul/2013
  2. 2. Agenda • Empathy Map • Problem Statement • Meet Kathleen • Career Mindset • Educational Journey • Learning Experience • School-to-Work Transition • Kathleen’s 5-years career plan
  3. 3. Empathy Map Empathize “I’m an early twenty-something trying to figure out what exactly I want to be when I grow up.” “I was going to learn how to save the world.” “Face the job-force and actually contribute.” “There is not much I have learned from University that I would not have been able to learn outside but it will give me a bit more respect on the other side.” “We are only being prepared in getting the best marks on a 50 question multiple-choice exam- that is not real life.” - It is only natural that aspirations will change with time and experience, but it seems fair to say that the University contributed to structuring Kathleen’s career goals. - Traded Traditional, Prestigious and Academic Education for Hands-On, Progressive, Community oriented Education. - The feeling that the educational organization is not prioritizing what matters “in real life” and the lack of engagement between institution and student turned university into a mere formality. - Somewhere along the line, the learning experience ceased to be the main focus and the certification at the end of the course became the ultimate goal. SAY THINK FEEL“Next step for me is to truly brand myself, figure out what makes me different from every other Joe-Shmoe out there and learn to project that to the world.”
  4. 4. Problem Statement Define A highly-personable, dynamic and culturally curious student of Commerce in IT Management, with great confidence and strong goal orientation needs a better way to incorporate “real life” and education because this could help her understand what differentiates her from other professionals out there.
  5. 5. Name: Kathleen Gatti Age: 23 Status: student at Ryerson University Lives in Toronto/ON, Canada Personality: highly personable, dynamic and culturally curious. Lifestyle Segmentation Profile: “Succeeder”* Brief description: “I’m currently working on my Bachelors of Commerce in IT Management. I chose to pursue this degree because it is the most applicable University degree to what I want to be doing when I graduate. I would like to own or manage a product development company specializing in the Health Care field. This is why I am working on a certificate in Health Informatics at the same time, also at Ryerson.” “I’m an early twenty-something trying to figure out what exactly I want to be when I grow up.” * Meaning: Strong goal orientation, confidence, and need for control. Based on 4 C’s - Young & Rubicam’s Psychographic Segmentation Tool. For more information, please visit: http://bit.ly/18ZCdEl Imagesource:FacebookPersonalpage Meet Kathleen Empathize
  6. 6. Career Mindset “I am more aware at this point of what kind of human capital we need in this world right now. I am currently pursuing a degree that, I hope, will give me more concrete skills to face the job-force and actually contribute.” “I was going to learn how to save the world.” “I seriously considered entering college first to learn plumbing or another craft, something that would always be in demand. After spending a year abroad I decided to study International Development at McGill.” Before University: After University: “Face the job-force and actually contribute.” Imagesource:GettyImages Imagesource:GettyImages It is only natural that aspirations will change with time and experience, but it seems fair to say that the University contributed to structuring Kathleen’s career goals. Insight! Empathize
  7. 7. “After three years at McGill, I learned what true University Bureaucracy was and decided that it wasn’t for me. When deciding where I would go to next, Ryerson was by far my top choice. Ryerson offers the designation of being a University but with the hands on perks of being a College.” “Ryerson is Canada’s leader in innovative, career-focused education and a university clearly on the move. It is a distinctly urban university with a mission to serve societal needs, and a long- standing commitment to engaging its community.” * “McGill University is one of Canada's best- known institutions of higher learning and one of the leading universities in the world. With students coming to McGill from some 150 countries, our student body is the most internationally diverse of any research- intensive university in the country.” * Traditional, Prestigious, Academic Hands- On, Progressive, Community Oriented * Information retrieved from each University official website’s “About” pages. traded for Insight! Educational Journey Empathize
  8. 8. “I am not a typical student, I struggle learning through normal classroom delivery which means most of my learning is done independently. I am hoping that this year, my final year, I will be able to learn things which are a bit more applicable to my field. It helps that I now have a more concrete grasp on what I would like to do after graduation.” Somewhere along the line, the learning experience ceased to be the main focus and the certification at the end of the course became the ultimate goal. Insight! Learning Experience Empathize
  9. 9. “We are only being prepared in getting the best marks on a 50 question multiple-choice exam- that is not real life.” The feeling that the educational organization is not prioritizing what matters “in real life” and the lack of engagement between institution and student turned university into a mere formality. Insight! “Give me real life challenges; how to hire someone, fire someone, how to adjust fix my accounting books or how to find a bug in my software and I would say that university was very beneficial.” “If I were a bit better at networking and stuff I would probably say (it helps) for sure. Because I spend most of my time away from the University Organized events I would have to say no.” Empathize School-to-Work Transition
  10. 10. Kathleen’s 5-years career plan “ By the end of the next five years I see myself owning my own product management firm, even if I am the only employee. I am currently working at getting there by taking every opportunity I can, independent from school, to learn everything there is to know about Continuing Care and Health Informatics alongside some interesting tech things. Next step for me is to truly brand myself, figure out what makes me different from every other Joe-Shmoe out there and learn to project that to the world. Wish me luck!” Empathize

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