Empathy map for the Stanford Online Design Thinking Action Lab course.
Text of Design Thinking Action Lab Assignment: Empathy Map
Middle aged mother of 3 who gave up a very successful career in the medical management ield to raise a family. Graduated from college with a BA in Business Administration while working full time then put career on hold immediately after receiving degree over a decade ago. Self made career. Worked way up from regular employee through management chain. Highly respected in her ield. Attended college to legitimize professional position.
Professional with outdated educational background needs a way to update skill set because academic experience has lost relevance for todays modern workplace.
As the workplace evolves and jobs that didnt even exist a few years ago become commonplace highly speciic educational programs rapidly lose value. Technological conidence has become at least as important as acquired knowledge. Learning can no longer be compartmentalized into a time boxed duration. What value is an education with a shelf life?
THINKDistance from safety of learning environment hinders new skillsEquates youth with technical afinity
Wants very much to close skills gap but feels that it is an insurmountable obstacleUnable to use earlier conidence and success as a foundationWonders what value she brings to the table and plays down prior successes as no longer relevant
FEELAfraid of making technical mistakesTakes inability to learn new skills and concepts quickly as a sign of failureDeep down knows that she has professional value but struggles to project conidence
Wants very badly to duplicate earlier academic success but feels she has missed the boatVery proud of having raised a family but has professional regrets
DODiscomfort with technology, gets frustrated by unfamiliar softwareDismissing suitable positions out of hand due to self-perceived limitationsGoes straight to skills required on all job listingsNot comfortable discussing skills gap, defensive about what she doesnt knowGuarded language and posture when discussing topic
SAYEducation has moved on from book learning to computer learning15 years ago anyone would be lucky to get me as an employee but today I dont have the technical skillsEven the way you manage people has changedBasic skills havent changed, but the advanced skills haveIf I was hiring someone I would hire a new graduate over me
PROBLEM STATEMENT INSIGHTS
Mark Congiusta, Design Thinking Action Lab, 8/5/13