DESIGN THINKING ACTION LAB STANFORD COURSE AUGUST 2013

ASSIGNMENT 1: EMPATHY MAPS SUBMITTED BY: KAREN HOCHBERG

RESEARCHING CAREER TRANSITIONS: APPROACH

What are the key issues and similarities facing both stakeholders in the the search for a new career?

Encore Career

Entre Career

STAKEHOLDER FOCUS (OPENING) QUESTIONS I would like to explore with how you think and feel about our upcoming career journey.

1. ENTRE career interview question: Can you share with me your thoughts and plans as you prepare to transition from full time student to entry into the job market?

2. ENCORE career interview question: What is different at this stage of your career about how you are approaching your job search?

EMPATHY MAPPING ENTRE CAREER INTERVIEW: SEEING MADDY

•  Maddy Attributes: •  Age 21, will graduate with BS degree

in December •  Socially aware, past president of

student body •  Prizes hard work •  Loves politics and social action •  Needs to find work in Washington DC

as part of her obtaining a master’s degree in public administration

•  Very disciplined loves to run and recently completed her first marathon

Maddy is a highly motivated, confident, energetic, young woman who communicates with confidence. She is committed to learning and making a difference in the world and her goal is to improve public education.

EMPATHY MAPPING MADDY SAID “ ”:

1.  I am apprehensive about leaving college and finding a job. 2.  I feel pressure to find a job that relates to my master’s degree. 3.  A job is required for me to be in the Washington DC program to

get my public policy degree. 4.  I don’t really know anyone in DC. 5.  I like meeting people and I am social but that is not networking. 6.  I am excited about meeting new people, but I am not good at

working a room. 7.  Networking is the best way to find a job. I know that but I don’t

think I am good at it. 8.  I feel like meeting new people and then asking for them for a

favor is using them. 9.  I like to help others and don’t feel that way when people ask me

but I don’t like to ask. 10.  I feel my professors are the key to my networking now.

EMPATHY MAPPING ENCORE CAREER INTERVIEW: SEEING HELEN

•  Helen Attributes: •  Mid 50s •  Very articulate •  20 years experience in marketing and

communications •  Up to date on latest technology (tweets, uses

Facebook, LinkedIn) •  Great team builder •  Energetic •  Wants to make a difference •  Likes mentoring •  Loves learning •  Confident in capabilities

Helen is a competent highly experienced communications executive. Young in appearance and current with technology she is apprehensive about her career transition due age. She is eager to apply her knowledge and experience to a career in the non-profit world.

EMPATHY MAPPING HELEN SAID “ ”:

1.  I have been fortunate in all phases of my career to learn new things and take on new challenges.

2.  I am fearful of not being considered for positions due to my age 3.  I love to mentor but I have a difficult time asking for help 4.  While I am outgoing and have friends I do not like going into large meetings

where I don’t know anyone 5.  Networking is a challenge I know people want to help but why am I fearful of

asking for help? 6.  I am not motivated by money I want to do something that speaks to my heart

so I don’t want people ruling me out because they think I won’t take a pay cut 7.  Hard to pair down my resume to target just the right qualifications for the

position. I have such great experinces but I can’t include all of them 8.  I have been surprized a the time it takes to apply for each position. The

research, how to target this is natural for me when fashioning a marketing campaign.

9.  Marketing myself, I don’t want to act like a brand I am a human being. 10.  I know I need to attend more events and schedule more coffee dates but I

find myself researching how to do the networking vs. Doing the networking.

Entre and Encore Career

Seekers

Say Networking is a key tool to land new career

Think Networking is too hard and they are not good at it!

Feel They feel challenged to work a room. Don’t like asking for help Feel afraid when networking

DO Identify new ways to overcome fear Learn how to approach people Get a mentor to teach networking Learn more about how to connect online via LinkedIn and other tools

COMBINED STAKEHOLDER MAP

PROBLEM STATEMENT

Research reveals networking is the most effective way to land a new career position.

To: Network & connect Lean of opportunities Ask for referrals Reduce fear

NEED NEW WAYS

Stakeholders: Both Entre and Encore career seekers.

BECAUSE