Sandra Lin is the HR manager of a small coffee chain in Northern California. She has found it difficult to recruit and retain college graduates for barista positions. Graduates are often unreliable, frequently missing interviews or not taking the job seriously. They also do not see coffee making as a potential career path and are more interested in large chains. Sandra wants to find better ways to promote barista work and the career opportunities in the coffee industry to college students and graduates.

1. Interviewee
Background
Name – Sandra Lin
Industry – Coffee Shops & Roaster
Company – A small coffee chain in
Northern California
Position – HR Manager

2. Empathy Map
-No programs related to coffee making
-Students are more interested in large chains
-Students do not understand that there is a
career path in this industry
-College graduates don’t stay long for the job
-Graduates tend to frequently not show up
for interviews without informing recruiter
-Offer 2 weeks training program
-Students do not understand that there is a
career path in this industry
-Post job opportunities online or through
referrals
-Create different Barista levels
-Reconfirm appointment time
-Test their coffee knowledge and interest
-Offer Free Coffee Training Classes from
time to time
-Graduates do not like to work in the coffee
industry
-It’s hard to compete with large chains
- It’s difficult to recruit good candidates
-Most graduates are irresponsible and don’t
care about work
-This is a good entry level job in the Food &
Beverage industry
-Feel Frustrated
-There could be a better way to promote
Baristas as a cool career likes Chefs
-College graduates are unreliable
-Graduates do not take the job seriously

3. Problem Statement