1. • Career advancement saving for the future
• Choice determined by inflexible time and
work demands. The professional exams is
more tedious and has an aura of being a
difficult exam.
• Investment for the future
• Positive impact in terms of customer relations,
products knowledge.
• Employer not directly supporting this venture

2. Empathize & Define
Problem Statement: VA needs a flexible learning
delivery model that will boost his confidence and
ease preparation for his professional exams.
Says:
wishes to advance career.
Committed to self
development
Feels:
Constrained by time and
work demands
Profile:
• Graduate of accounting
• Male
• Employed
• Enrolled on a
Postgraduate Course