Sandra Lin is the HR manager of a small coffee chain in Northern California. She finds it difficult to recruit and retain college graduates for barista positions. Graduates frequently do not show up for interviews or take the job seriously. They also do not see a career path in the coffee industry and are drawn to larger chains. Sandra wants to promote barista jobs as a cool career option and make the hiring process more reliable.

1. Interviewee
Background
Name – Sandra Lin
Industry – Coffee Shops & Roaster
Company – A small coffee chain in
Northern California
Position – HR Manager
Design Thinking Action Lab
Assignment 2 – Empathize and Define

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