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SAY
• “I need a degree to get a job, well a good job anyway… like in
strategy or marketing or consulting”
• “Education is important to me”
• “My parents told me university is a must these days, I guess
that’s why I’m studying Commerce”
• “I do enjoy learning, but I often find uni really boring”
• “I only go to classes I know I have to, like because they are
handing out case studies or giving pre-exam briefings”
• “I feel like I learn more when I’m working than when I’m at uni”
THINK
• Education is important, but university classes are not . She cannot
see the value in attendance unless there is an immediate outcome
• Tertiary education is a means to a desired end, but not that desirable
in itself
DO
• Travels 2 hours to attend university 4 days a week
• Take notes attentively in lectures, but does not engage when
questions are posed to the audience
• Has conversations with friends before deciding whether or not
to attend a particular lecture or tutorial
• Works part time in an unrelated job (1 week and 1 weekend
night)
FEEL
• Disconnected : her personal desire / hunger to learn is not matched
by an experience that is valued by the learner
• Frustrated: attending university is a trade-off between a necessity
and “what else” she could be doing
Problem statement: [The] Penultimate student needs a way to acquire skills and knowledge that is valued, because while
education is seen to be important, university itself is not.
Stakeholder: current university student
High achieving student in her second last year of a Commerce degree who is a motivated, diligent, socially
active, and friendly individual, in her early twenties

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Empathy map and problem 5 august 2013

  • 1. SAY • “I need a degree to get a job, well a good job anyway… like in strategy or marketing or consulting” • “Education is important to me” • “My parents told me university is a must these days, I guess that’s why I’m studying Commerce” • “I do enjoy learning, but I often find uni really boring” • “I only go to classes I know I have to, like because they are handing out case studies or giving pre-exam briefings” • “I feel like I learn more when I’m working than when I’m at uni” THINK • Education is important, but university classes are not . She cannot see the value in attendance unless there is an immediate outcome • Tertiary education is a means to a desired end, but not that desirable in itself DO • Travels 2 hours to attend university 4 days a week • Take notes attentively in lectures, but does not engage when questions are posed to the audience • Has conversations with friends before deciding whether or not to attend a particular lecture or tutorial • Works part time in an unrelated job (1 week and 1 weekend night) FEEL • Disconnected : her personal desire / hunger to learn is not matched by an experience that is valued by the learner • Frustrated: attending university is a trade-off between a necessity and “what else” she could be doing Problem statement: [The] Penultimate student needs a way to acquire skills and knowledge that is valued, because while education is seen to be important, university itself is not. Stakeholder: current university student High achieving student in her second last year of a Commerce degree who is a motivated, diligent, socially active, and friendly individual, in her early twenties