This is presentation made for Stanford Design Thinking Action Lab Course - 2013 (Venture Lab-online course). This is part of an assignment for the course.

1. EMPATHY MAP
Design Thinking Action Lab - 2013
Assignment on,
- Empathize and Define
Submisson By: Nilaventhan I, M.Des Student, CPDM, IISc.

2. Master
of
Management
Graduate
“Computer Science
Background with 11
months work experience
in software field”
“Looking for Business
Consultant Job “
“General Preparation for
Management related
jobs - Not company
Specific”
Confident of getting
placed thru placement
section
“Society and Family -
constraints for to become an
entrepreneur now”
“Decision factors for
sitting in a company :
Company Profile,
Working culture,
Average package, Pre-
placement talk”
“Skill set: Financial Service,
Financial Management,
Data Analytics”
“College does not provide adequate skill
set in Financial Service , Financial
Management”
“Learning by own
and senior
guidance”
“Academic Teaching
Vs. Industry
requirements - 90%
no relation”
“Passionate about learning
new stuffs in application
oriented “
“Friends, Peers
suggestion plays
a role in decision
making”
“Aim is to become an
entrepreneur“
- People have prior work experience has tend to opt
for same kind of profile as the jobs may be lucrative
and Company values it.
- As a fresher or with less experience, the graduate
has a more option to go for. It required general
preparation for job.
- Placement Section in college brings as many
companies to students to get placed. Thus further
enhances the value of college brand.
- Online reviews about company, working culture
plays a big role in student opting for companies.
- Online courses. lectures from reputed university
enhance the student skills
- Good understanding of what he want to be.
- Business Consultant job pays more as
compare to other management post.
- Students sacrifice their dream job/work in many
cases (end of graduation) due to society pressure.
Society has a big role in deciding student decision.
Very pleased with the interview
Excited in answering questions
Clear in his thought
Confidently answering the questions
- Society teaches them to get in to comfortable life
not they passionate job, where he has to struggle
initially
- Wanted to stay near home town to be in touch with
family and friends.
-Business Consultant job suits for the "Business Analytics" Management
Graduate. And valuable experience in any field of management will help
in my future growth.
- Wanted a job which has high learning projects as a business consultant
and having a good working culture, Life balance.
- Business Consultant job requires good knowledge in
Financial field
STAKE
HOLDER

3. INSIGHTS:
- Management Students mindsets oscillates between the following 2 conflicting requirements, which further directs
their decision in finding the job opportunity in the end of graduation.
a) They aware of what they are good at, what they want to be (Passionate about – Job/Entrepreneur) and striving to
develop the necessary skill-set to achieve the same.
b) Constant Pressure from Society, Family members to get into an comfortable life given by lucrative jobs.
Option 1: What they want to do
- Students really prepare from different sources (Online lectures, videos, peers, seniors) to get the necessary skill set
needed to achieve what they want.
- Management schools makes the curriculum such that it motivates the students and enables them to solve the
challenges ahead of them in job.
- As the management class consists of students from diverse background and varying work experience (Freshers to 6
years experience) makes an impact in freshers.
a) Freshers are more confused in developing their skill-set as the input from prior work experience peers varies in the
class and the curriculum focus on generic.
b) A gap in students perception found about the skill-set they wanted to learn and what has been taught in school.
-Did the companies really look for the skill-set the student was learning from different sources other than curriculum?
Or Students are wrongly guided by peers and others?
- Prior work experience students are selective in the job profile they want as their field of experience restrict the
options.
Option 2: What the Society and Family wants
- Family members wants their future generation to live their life comfortably and near by without getting into trouble.
- Society rejects or neglects the people who are ending up in failing in achieving what they intent to.
- Both the above views from society and family members , makes the students to go for lucrative job and as in India the
family systems, life styles,relations, cultures are valued more than anything.

4. PROBLEM STATEMENT:
Management
Students
(Freshers)
-Decide their job preference
- Prepare for the required
skill-set
-Of the conflicting requirements from
society and what the students passionate
about.
- of the challenging job demands.
Stakeholder Need Insight
needs a
way to
because
STAKEHOLDER:
A Fresher with no prior work experience after his under-graduation, in the verge of
completing his Master of Management from reputed management school in India.