2. EMPATHY MAP – STAKEHOLDER
• Helen (23 years) from Transylvania
• Editor/desktop publisher at a small
publishing company for 8 months
• BA degree in communication & PR
• Interviewed trough Facebook
• Interview approx. length: 30 mins.
• Interview language: Hungarian
3. EMPATHY MAP – HELEN - SAY
• I would switch with pleasure after this half year
• It's my first summer with an 8 hour job
• most of the students don't realize how many opportunities and how much free
time they have during university years, only after it's over, than it's almost too
late
• only a few are trying to think about how their life will be after university years, we
think that we will be students at until the end of our lives, it's a big slap in the
face when you have to work 8 hours a day
• I wanted to play it safe, I wanted to offer quality [...] in fields where I already
wave experience [...] desktop publishing and journalism […] where after all I win
• I saw higher chances in preparing well for interviews, then sending everywhere
custom CVs
• I applied to positions which had a description in Hungarian (her mother tongue),
because it's easier for me to speak my mother tongue, other languages would
be strenuous to speak
• (about the usefulness of university) there were subjects which if could offer me
deeper knowledge, then I could use it, but even so , I knew where to find certain
settings (referring to Adobe InDesign) […] so briefly: it was only marginally
useful
• I would be able to do fully my job (even without an university degree), as I
learned everything at work
• the university has only the role to spark my interest in design
• If there was no university, I could have gone in a totally different direction
• I had a month probation period, while they paid me with a small amount
4. EMPATHY MAP – HELEN - DO
• I have no do’s because this interview was made online, without field observation
HELEN – SAY (continued):
• They offered me a minimal training […] he showed me the basic things, the rest
I had to ask during the 8 hours […] then I had an extra month when I could ask
about anything (from the older colleague, who was in duty to train her) [...] but
since that I find out, that the didn't show me always the best practice
• I edited my CV, not in a traditional, but in a way to reflect my capabilities, which
were required
• I wrote a cover letter, even if they didn't asked for
• I'm working for 9 months at a publishing company as an editor/desktop publisher
• I was looking for a job for 4 months
• I applied at around 5-6 positions […] on company websites I already knew,
recruitingwebsitename.tld, [...] by sending my resume in a PDF file on the e-mail
address of the company, [...] by applying on URLs sent by friends
• I participated at 2 interviews (the one full time job I finally accepted, and another
one, where they offered a half-time position
• I tried to prepare myself as much as I could
• My financial expectation was that do now have to borrow money for anything
from my parents, and to be able to save a little
5. EMPATHY MAP – HELEN - THINK
• I'm thinking about P university (design BA) or B university ethnography, but I
didn't decided yet
• while somebody is striving to ensure her everyday living, she can even think
about master studies
• She is thinking about changing her job, if a better offer would be available
• By getting hired, her expectation was to become a financially independent
person
• She is convinced, that it's easier to thrive at a company, where employees talk
the same language as her mother tongue
• University doesn't prepared her for the career, but helped to decide which path
to follow
• She was aware of the success of the “less is more” strategy while she was
looking for a job
• She admits that she was naive when she was a student => she's become a
mature adult
6. EMPATHY MAP – HELEN - FEEL
• It seems brutal to work during summertime
• I miss the student life
• I know that I will be able to cope (at work)
• I'm persistent, I like to do my job well
• I found a job in my field – I'm lucky from this perspective
• It wasn't hard to find a job [...] but the time when I was looking for it seemed an
eternity
• I don't have to ask for money, but I can't save either [...] I'm not satisfied with
this
• She regrets that she didn't pursued as many opportunities she could during
university years
• She’s afraid of speaking other language then her mother tongue on a daily basis
7. PROBLEM STATEMENT
• Helen, a persistent, hard working,
BA degree holding desktop
publisher, who is considering
herself lucky to have a job and able
to cope, needs a way to earn a more
money because she wants to
continue her studies with an MA
degree, while she continue to work.
8. INSIGHTS
• She wants to continue her studies
with an MA degree, while she
continue to work
• She wants to take advantage of
opportunities which occurs, while
she’s having a full-time job
• She wants to keep her financial
independence and to be paid
according to her efforts she invests.
