This is V1 of the Empathy map and problem statement for the Venture Lab /Design Thinking 2013 assignment.

1. Empathy Map
Do
Think
Feel
Say
“ ”I’m starting over. I’m 55 and applying for my first job in a new field after
going back to school. I feel ancient.
The process of finding a job is a huge time suck. I’m neglecting my wife and
my current job while I look for a new job in my new field.
If I don't find a job soon, my marriage is in trouble.
I had to type and retype information over and over.
I finally got smart and started cutting and pasting as much as I could, but it
wasn’t enough.
I also took my laptop to interviews in hopes of filling in some forms and
paperwork using the computer, but nobody offered that option. So, I did a
lot of hand writing, in my bad penmanship.
I’m scared to death.
I’m scared that nothing I did in my previous career will count with my new
degree.
What if I never get a new job?
Interviewee was visibly tense as he talked about his
interviewing experiences.
As he talked about how he looks his age; out of shape
(chubby), bald, lots of white in his beard, he was
fidgeting and very stressed. I changed the subject to steer
him toward a less stressful topic. However, he returned to
the subject of his appearance/age several times in the
course of the 45 minute interview.
He is keenly aware of being an older person
applying for his first job in a new field of work,
competing against people young enough to be
his children, and feels his age is a competitive
disadvantage for his job search.
He appears not to have familiarized himself with
various tools available for job searching, such
as using job sites to post a résumé.
He is scared.
He is stressed.
He is overwhelmed.
He is frustrated.
He is depressed.
Kevin O’Connor • Kevin@MakeColorBehave.com • Design Thinking Action Lab 2013

2. The stakeholder needs to find ways to look for work more effectively than his current methods, because his lack of success at finding
a job and the enormous amount of time spent on the job search are causing multiple problems in his life.
Stakeholder
The stakeholder is a 55 year old male, recently graduated in computer programming. His previous work career was in nonprofit
management and administration; he was successful in the multiple requirements of the job (fundraising, event planning and
management, hiring and managing staff, recruiting and managing volunteers, budgeting and resource allocation). He returned to
school to be a computer programmer, convinced he couldn't afford to continue any longer working in nonprofit management if he
was going to be able to retire.
Problem/Need
The stakeholder went back to school while continuing to work full-time, choosing a new field that promises to pay significantly better
than his previous career. However, the return to school was very hard on him, and took a lot of time and effort. It also left very little
time for his wife.
He did not have an internship or work experience in his new field prior to graduation. His job-hunting has been limited to looking
online at various ads, and signing up for a couple of job-related websites that occasionally post jobs he might be interested in. These
are not usually as good a match as he would like.
Insights
The stakeholder doesn't seem to have any sense that his prior experience in his non-profit career shows a diverse set of skills and
experience that many employers will value. He is fixated on his age as a negative, when in fact it may be possible to present it as a
positive asset to employers.
No one seems to have told him about online job boards, such as Monster.
No one seems to have told him about recruiting fairs, on campus or elsewhere.
He might benefit from using an employment agency, working with a headhunter.
His school may offer some other resources he hasn't utilized yet, in addition to job fairs.
He may not be as comfortable with some of these tools because it's the first time he's needed them.
He might benefit from some good stress management techniques, which might enhance his ability to find a job.
Problem Statement
Kevin O’Connor • Kevin@MakeColorBehave.com • Design Thinking Action Lab 2013