Empathy Map

By: Grecia Justo Villegas

Design Thinking Action Lab

Considerations

• It is very important to understand what Empathy Map means.

• First of all, I watch all the videos, make some research in forums and read the guidelines.

• Then, I worked on looking for people to interview. I found 3 people: A university student, a high school student and a chef with high experience.

People interviewedMode: personal interview – face to face

•22 year-old men•Industrial engineer

student•Near to graduate

•He is working as an Intern in a

Pharmaceutical company.

•He wants to be promoted, he wants a

permanent job.

•High school student, 16 years old.

•She doesn´t know what to study at

university.•She loves cooking.•She is interested in studying Business

Administration.•She constantly goes to

career workshops because she is very

interesting in university

• With more of 20 years of experience

•She studies Account Management, but she prefers being a chef

•She works in a restaurant (she is a co-

owner)•She is afraid of taking

cuisine courses because of her age

Interview: University student of Industrial Engineering

• I choose this person because, in the interview I could notice that he has several problems about getting more responsibilities on his job.

• He looks unmotivated, but he believes in his skills and proficiency.

• He is going to graduate next week.

EMPATHY MAP

SAY

I always look for some aditional

job on the internet

I have excellent degrees at university

I’m always looking for new

knowledge

I have friends of my career that have a better job than mine

A friend works as Analyst without

being graduate in a big company

I like my current job, but I don´t

have the functions that I should

I describe my former jobs as

good experiences

I learned to work in teams and

listening to others in my school

All the courses that I had are helpful in my professional performance

DO

He looks very anxious

He looked at his mobile phone

by several times

He demonstrated endeavor

answering the questions

He was punctual and

very respectful

He showed me his CV, it was impeccable

He is very nervous

because of his graduation

FEEL

He feels disappointed because he

deserves a better job

He feels very prepared and

trained

He feels excited about his future

as a professional

He feels a loyalty link with

his job, he would like to stay there

He feels very capable of

working with efficiency

THINK

He thinks that grades are not

enough for being

successful

He thinks that Industrial

Engineering is the best profession

He thinks that student are not considerate as

workers

He thinks that the courses are very important in the professional life

He thinks that personal

relationships are very important in

the life

Problem Statement

STAKEHOLDER

•A hard-worker, young, motivated, student of Industrial Enginnering near to graduate

NEED • Needs to be promoted on his job

INSIGHT• Because he strongly believed in

his skills and knowledge. For that reason, he thinks need more responsibilities