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Empathize and Define
Design Thinking Action Lab
(course July 2013)
Empathize and Define
Interview with a 25 year-old
unemployed
after the completion
of a degree 2 years ago
Empathize and Define
Talk about the problems
and needs
of the transition from school to the world of work
Construction of the Empathy Map
● FEEL
SAY THINK
DO FEEL
Empathy Map - SAY
My area of study is economics. I have a degree in economics.
Even while studying at undergraduate, I always saw my future as a worker in the service
of others.
As a student, builds my Cv and cover letter, participated in job fairs, attended company
presentations and started to accept offers of suitable companies to my profile.
As unemployed I answer to more offers, visit companies .... follow the same scheme, but
more intense.
I answer to offers adequate to my profile, to any location.
Understand the location as a secondary factor ... There is a good network of
communications in all directions.
The only requirement is to be a place where I have some knowledge of the language in
which you communicate.
Empathy Map - SAY
I like the area studied. Yes, I like it. I've done work outside the area, but I
don't felt that would benefit.
No. I prefer to bet on the increase and development of my knowledge.
I have difficulty getting jobs outside the area or jobs requiring lower
qualifications.
I think I spent a lot of time developing certain types of qualifications,
skills of a profile that is now, for me, difficult to change.
I'm trying to learn new skills. I am attending several online courses to
increase my knowledge.
Empathy Map - SAY
First analyzed employment trends in my area and the like. I
now study more to try to have a curriculum more appealing.
I'm not following a formal course as masters or post graduate.
I am attending several courses online, read books and see
blogs and websites on the subject ......
Complicated.It is hard to know ..... when I'm studying and
seeing what I need to know ....
I do not know. For now it has been little recognition.
My family knows and respects but sometimes leaves me with
not enough time to study. It is difficult ....
Empathy Map - SAY
It does not cost money, but I need time and dedication and
sometimes I have not. No one sees the results and do not know if the
catch.
I continue to apply myself to several proposals. I go to interviews
but still can not be selected.
Empathy Map - SAY
I like and I still like my area (economy), but I feel that
the hypotheses of work in the area are small. By
studying the data analysis increase my hypotheses.
I understand as a complement, not a replacement.
I think I have to change for financial reasons. Do not
spend money on the study, but I do not gain my
support,
Entrepreneurship ..... think about it, but ..... I'm doing
expert analysis of business plans and find the weak
points is my forte.
Empathy Map - THINK
She pondered the hypotheses to be entrepreneur ...
She thought the interview easy;
She thought of the hypotheses to emigrate.
She pondered the recognition of the knowledge that you are purchasing.
Something like: does the effort pay off?
She was convinced of the importance of their new knowledge;
She considered the alternatives to the lifestyle you lead. Were they
feasible?
She thought about the hypotheses to find work, what are the ways to get
to be useful?
Empathy Map - DO
(The interview was online, with video)
She looks carefully, smiles and relaxes.
She shows concern for giving complete answers;
She confirms that I realized, and are always available for
questions;
She surprised the course of the interview: changing the tone of
voice and ceased to be so relaxed;
She pauses to give some great answers;
She hesitated a lot in the final was thinking about it.
Empathy Map - FEEL
safe (when you started the interview);
sad / uncomfortable (when he talked about the lack of
work);
enthusiastic (to speak in the evolution of knowledge);
concerned (with the lack of work and the need for
financial resources to support themselves);
insecure (direction you are taking your life);
shaken (when the interview ends)
Problem Statement
PERSON
+
NEED
+
INSIGHT
Problem Statement - PERSON
● 25 years
● young unemployed
● without professional experience and
● a degree completed 2 years ago.
Problem Statement - NEED
Need to feel useful.
That society rewards its knowledge
and / or
other activities to develop.
Problem Statement - INSIGHT
Unemployed since 2 years;
Lack of recognition / usefulness of the knowledge that
you are purchasing;
Lack of experience;
Need for other forms of comprrender be useful even
without being in the service of others;

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Empathize and Define

  • 1. Empathize and Define Design Thinking Action Lab (course July 2013)
  • 2. Empathize and Define Interview with a 25 year-old unemployed after the completion of a degree 2 years ago
  • 3. Empathize and Define Talk about the problems and needs of the transition from school to the world of work
  • 4. Construction of the Empathy Map ● FEEL SAY THINK DO FEEL
  • 5. Empathy Map - SAY My area of study is economics. I have a degree in economics. Even while studying at undergraduate, I always saw my future as a worker in the service of others. As a student, builds my Cv and cover letter, participated in job fairs, attended company presentations and started to accept offers of suitable companies to my profile. As unemployed I answer to more offers, visit companies .... follow the same scheme, but more intense. I answer to offers adequate to my profile, to any location. Understand the location as a secondary factor ... There is a good network of communications in all directions. The only requirement is to be a place where I have some knowledge of the language in which you communicate.
  • 6. Empathy Map - SAY I like the area studied. Yes, I like it. I've done work outside the area, but I don't felt that would benefit. No. I prefer to bet on the increase and development of my knowledge. I have difficulty getting jobs outside the area or jobs requiring lower qualifications. I think I spent a lot of time developing certain types of qualifications, skills of a profile that is now, for me, difficult to change. I'm trying to learn new skills. I am attending several online courses to increase my knowledge.
  • 7. Empathy Map - SAY First analyzed employment trends in my area and the like. I now study more to try to have a curriculum more appealing. I'm not following a formal course as masters or post graduate. I am attending several courses online, read books and see blogs and websites on the subject ...... Complicated.It is hard to know ..... when I'm studying and seeing what I need to know .... I do not know. For now it has been little recognition. My family knows and respects but sometimes leaves me with not enough time to study. It is difficult ....
  • 8. Empathy Map - SAY It does not cost money, but I need time and dedication and sometimes I have not. No one sees the results and do not know if the catch. I continue to apply myself to several proposals. I go to interviews but still can not be selected.
  • 9. Empathy Map - SAY I like and I still like my area (economy), but I feel that the hypotheses of work in the area are small. By studying the data analysis increase my hypotheses. I understand as a complement, not a replacement. I think I have to change for financial reasons. Do not spend money on the study, but I do not gain my support, Entrepreneurship ..... think about it, but ..... I'm doing expert analysis of business plans and find the weak points is my forte.
  • 10. Empathy Map - THINK She pondered the hypotheses to be entrepreneur ... She thought the interview easy; She thought of the hypotheses to emigrate. She pondered the recognition of the knowledge that you are purchasing. Something like: does the effort pay off? She was convinced of the importance of their new knowledge; She considered the alternatives to the lifestyle you lead. Were they feasible? She thought about the hypotheses to find work, what are the ways to get to be useful?
  • 11. Empathy Map - DO (The interview was online, with video) She looks carefully, smiles and relaxes. She shows concern for giving complete answers; She confirms that I realized, and are always available for questions; She surprised the course of the interview: changing the tone of voice and ceased to be so relaxed; She pauses to give some great answers; She hesitated a lot in the final was thinking about it.
  • 12. Empathy Map - FEEL safe (when you started the interview); sad / uncomfortable (when he talked about the lack of work); enthusiastic (to speak in the evolution of knowledge); concerned (with the lack of work and the need for financial resources to support themselves); insecure (direction you are taking your life); shaken (when the interview ends)
  • 14. Problem Statement - PERSON ● 25 years ● young unemployed ● without professional experience and ● a degree completed 2 years ago.
  • 15. Problem Statement - NEED Need to feel useful. That society rewards its knowledge and / or other activities to develop.
  • 16. Problem Statement - INSIGHT Unemployed since 2 years; Lack of recognition / usefulness of the knowledge that you are purchasing; Lack of experience; Need for other forms of comprrender be useful even without being in the service of others;