Empathy Map and Problem Statement for the Design Challenge from the Design Thinking course.

1. Problem statement
Stakeholder
NEEDS A WAY TO
(describe person using empathetic language) (needs are VERBS)
DO
SAY
THINK
FEEL
BECAUSE
InsightNeed
STAKEHOLDER
Insights
Design Thinking Action Lab 2013
“University should bring more opportunities for
professional immersion.”
“University ”is a place of academic richness.”
“Tutorship would be welcome, actually the search for a
managerial position looks like a survival exercise.”
“Friends with some professional godparent got early a managerial position,
even not being academically brilliant.”
“We dive into management courses quite late, and have to work to pay the bills.”
”To turn into an intern or trainee is a privilege to a few. For most us,
the prospect of serious financial losses are painful. We would had to finance the transition.”
“Proquest and another academic databases helped us to get insights about corporate life.”
“Costs of paperback books are prohibitive and copyright restrictions hamper learning.”
“People at management classes usually have estabilished jobs and want a shift towards
management opportunities. Academic directories and the school itself do little
to help us accomplish this feat.”
“Is quite easy for us to lose top tier opportunities do engineers and math students.
We usually get the second rate ones.”
“School do initiatives like junior company and incubator, but we are overlooked.
There’s no hype on traditional world startup, compared with digital.”
“Entrepreneurship looks like a feat, but it’s still a frightening idea.”
“I consider myself a quite creative person. Going through
the managerial stack looks quite disheartening.”
“The management course was truly helpful in matter of knowledge,
but por career purposes, another course plus a MBA could be wiser.”
“Executives have an unbearable egolatry. It’s an air hard to breathe.
This makes me consider the entrepreneuship, sailing my own oceans.”
“Coincidence or not, my management benchmarks are entrepreneurs,
like Jorge Paulo Lemann and Jeff Bezos.”
“Management looks boring and crippling, despite being
recognized as a prestige position.”
”He feels in conflict by the need to manage and the desire to create.”
“Corporate environment is hostile.”
“School framework provide little to help him succeed
and networking it’s the best thing he could get from university.”
“A management course is no guarantee of breeding entrepreneurs.”
”Put’s entrepreneurs in a place of reverence,
disregarding vocation, risks, drawbacks.”
“Feels used by a selfish academy that draw energy and resources from students,
doing little in return, like a diploma.”
“Directories and fraternities looks more like
entertainment facilities than supportive entities.”
”Sees engineers as rivals.”
”Hatred towards corporate elite and it’s lifestyle.”
A management student already
established in another career.
Do a major shift from a
specialized profession
to an entrepreneur path.
Feels deluded with the
prospects of an executive career.