2. Business Model
Customer Segments
Empathy Map
Persona & Day-in-a-life
Scripts & Interviews
3.
4.
5. HEAR
Economic crisis
High Unemployment rate
Low salary
Not many jobs offered for internationals
“Enjoy your Semester/Studies abroad”
“Private universities are pretty expensive”
“Money I get from Erasmus/parents is low”
“Do you speak the required language?”
Talk with friends and family about daily life
Social networks and social media
(internet as the main channel)
TV and Radio; newspaper
Aims to be independent and successful
Have enough free time to travel, parties and enjoy myself
Balance between personal and professional life
Dreaming about a better life, money, a family and her own feet
Money to travel; enjoy with friends; spend on clothes etc.
Goal is to have a great (international) job in the future
Parties keep her/him up at night
Think & Feel
Small Variety of jobs
University environment
Friends (young people (other foreigners or locals)
Friends from sports and social activities/media)
“Outside the apartment” environment
“Where can I find a job?”
Websites not in English/mother tongue
Job opportunities websites
(with advanced search options)
“What is the legal working framework in the foreign
country?”
Poor mobile support of job websites
Unclear and unstructured design•Open minded
•Self confident
•Secure and looking for a new experience
•Enjoy life and being flexible
•Used to new technologies
•“I need more money to go out and party”
• “Where and how can I find a job that I like and suits me”
Say & Do
See
“Where should I apply?”
“Shall I just party or also do/work something here abroad?”
“Why do the companies don’t offer jobs in my language or generally in English?”
“Do I have to take a bank credit to get some money or shall I ask my parents?”
Although there are websites with job offers, no one has personal assistance
“Why do the websites not offer jobs I am looking for?”
“What are the legal requirements to work in the country?” (duration/earnings)
Pain Success (Personal and financial)
Money (Financial independency from government/parents)
Relationship or family
Having some money to spend for him-/herself abroad
Buy an apartment/house and not live on rent
Apply to all possible job positions
Get Contacts/Connections to start working there even after graduation
Gain
6. HEAR
Economic crisis
High Unemployment rate
Low salary
“You should think in doing an internship, it would
be good for you”
Increasing competition in professional and
academic environment
Talk with friends and family about daily life
Social networks and social media (internet as the
main channel)
“We should planning another summer trip”
TV and Radio
Aims to be independent and successful
Balance between university/work and leisure time
Concerns about the future (in terms of career and money)
Money to travel and enjoy with friends
Friends (young people; friends from school,
university, social activities and sports)
University environment
Family and family’s friends
Job opportunities websites
(with advanced search options)
Poor mobile support of job websites
Unclear and unstructured design
Job offers with low flexibility in schedule
(difficult to conciliate with studies)
• “Where should I apply?”
• Being limited for time constraints
•“Will I be able to conciliate university and work?”
•“There are websites with offers but no one has personal assist.”
•“How should I prepare my CV and a Cover Letter?”
•“Which companies would be better for my career/aspirations?”
•“Where should I apply?”
•To be independent
•To be successful
•Have money for travel
•Search for opportunities
•Make new contacts
•Try to find help (talk to family, friends, university,…)
•Open minded
•Curious and dynamic
•Enjoy life and being flexible
•Used to new technologies
•“I really needed some money”
• “Where and how can I find a job that I like and suits me”
Think & Feel
Say & Do
See
Pain Gain
7. HEAR
•Economic crisis
•High Unemployment rate generally
•High youth unemployment
•Low salary
•Not many jobs offered
•Tax increase along with bills
•Increasing competition for finding a job
professional environment
•Talk with friends and family about daily life
•Social networks and social media
(internet as the main channel)
•Newspaper
•TV and Radio
•
•Concerns about the future (in terms of career and family) keep her up at night
•Aims to be independent and successful
•Dreaming about a better life, money, a family and her own feet
•Money to travel or enjoy with friends or spend on clothes or…
•Balance between personal and professional life
•Family, friends or Boy-/girlfriend keep her/him up at night
•Family
•Friends (young people, from other jobs or
also unemployed, social activities and sports)
•Home/room environment
•Small Variety of jobs
•Job opportunities websites (with advanced
search options)
•Easy to navigate websites
•Newspaper job offers
•Poor mobile support of job websites
•Unclear and unstructured design
• Why I was not accepted for that job?”
•“Where should I apply?”
•“How Am I going to get over that phase of my life?”
•“Which companies would be better for my career/aspirations?”
•“Do I have to take a bank credit to get some money or shall I ask my parents?”
• There are websites with job offers no one has personal assist.
•Success (Personal and financial)
•Money (Financial independency)
•Relationship or family
•Having a job you like and enjoy
•Buy an apartment/house and not live on rent
•Apply to all possible job positions
•Look for jobs in other cities or abroad
•Open minded
•Not very self confident
•Unsecure
•Enjoy life and being flexible
•Used to new technologies
•“I am broke, I really need money”
•“Where and how can I find a job that I like and suits me”
Think & Feel
Say & Do
See
Pain Gain
8.
9. PROFILE
Joana Rodrigues, 19 years old
Lives in Lisbon, Portugal
Student at Universidade de
Direito de Lisboa
1st year of Law Degree
Worked as Summer Camp
monitor – Carnide Parish Council
Preferred communication: skype,
E-Mail, or via mobile phone
Likes: Travelling, reading,
cinema, theatre, sports
Hates: having too much free
time, having no battery on mobile
phone and waiting
OBJECTIVES
Personal
Work/free-time balance
Travelling
Healthy lifestyle
Professional
After graduation, enter
in Portuguese Bar
Association
Career/studies success
DAY-IN-A-LIFE
7:00 – waking up, breakfast,
instagram, watch TV series,
getting ready,
8:00 – way to university via
metro, checking Facebook,
whatsapp, text her colleages
8:20 – at university , talk with
friends before and after class
13:30 – finishes classes , lunch
friends from university
15:00 – Coffee with high school
friends
17:00 – Going home, check the
e-mail, instagram, facebook, text
friends
19:00 – Gym
21:00 – Dinner with family
(parents and brother)
22:00 – Study
23:30 - Go to bed or go out
10. PROFILE
Michael Maier, 20 years old
Lives in Stuttgart, Germany
Student at University of Stuttgart
2nd year of Master studies in
Germany
Abroad on Erasmus in Lisbon
Internships for Commerzbank
and another Start-up company in
Germany
Preferred communication:
various social media channels,
E-Mail, or via mobile phone
Likes: meeting with friends,
parties, adventures, exploring
something new, good food and
drinks
Hates: lies, unpunctuality, having
no Internet access, cleaning up
OBJECTIVES
Personal
Study/free-time balance
Social acceptance
Health
Professional
Career success
Well-education
DAY-IN-A-LIFE
8:00 – waking up, getting ready,
coffee, WhatsApp, email
9:00 – way to university via
metro, checking Facebook
9:30 – at university , talk with
friends before and after class
11:00 – coffee break, check
Facebook and WhatsApp for
what is going on tonight
13:00 – lunch break,
communication with friends
14:00 – group work at university,
2nd coffee, checking emails
17:00 – leaving university, go for
a coffee/beach/shopping with
friends
19:00 – going home, skype with
girlfriend/friends at home
20:00 – dinner with flat mates
22:00 – go to bed or go out to a
party
11. PROFILE
Tiago Krauss, 22 years old
Lives in Lisbon, Portugal
Graduated in Pharmaceutics at
University of Lisbon (ESTESL) in
2014
Currently looking for a job
Internship for Pharmaceutics in
Barcelona in 2014
Worked in a Water Quality
company in Lisbon in 2015
Preferred communication: live
conversations, E-Mail, or via
mobile phone
Likes: meeting with friends and
family, parties, adventures, good
food and cinema
Hates: lies, unfairness, friends or
family rejecting its opinion
OBJECTIVES
Personal
Free-time balance
Well-being
Enjoy day-to-day life
Professional
Career success
Expertise
DAY-IN-A-LIFE
8:00 – waking up, getting ready,
breakfast, watching News
9:00 – checking e-mail, search
for job opportunities and sending
applications
11:00 – coffee break, check
WhatsApp for what is going on
and talk with friends
12:00 – Home workout
maintenance
13:30 – Lunch break
14:30 – Go out to search for jobs
and deliver Resumes in hand
17:30 – going home, coffee
break and updating on Family
18:00 – Watching a movie
20:00 – Preparing dinner
22:00 – go to bed or go out to a
party
12. Script: 3
Questionnaires in toal
designed for each
specific segement
Interviews
2 Interviews for each
segment to test the
Hypotheses