This document discusses personas and customer segments for a business. It includes empathy maps, personas, and day-in-the-life descriptions for different customer types. It also outlines scripts and interviews to test hypotheses about different customer segments. Specifically, it provides detailed profiles and schedules for 3 personas: Joana Rodrigues, a 19 year old law student in Lisbon; Michael Maier, a 20 year old exchange student in Lisbon; and Tiago Krauss, a 22 year old recent graduate looking for a job in Lisbon. It aims to understand the needs and experiences of these different customer types through qualitative research techniques.

1. Cláudia Correia, Margarida Teles, Patrícia Cabral, Robert Kriegl
“Your Window to the Future”

2.  Business Model
 Customer Segments
 Empathy Map
 Persona & Day-in-a-life
 Scripts & Interviews

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

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

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