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THE EMPATHY MAP. STANFORD UNIVERSITY

d.school. Design Thinking Lab
by

ANDREA MARTINEZ ROJAS

on 13 August 2013

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Transcript of THE EMPATHY MAP. STANFORD UNIVERSITY

"It was a very abrupt transition, suddenly I went to a very competitive environment where if you were not useful, you were discarded."
"The process was very complex because starting work did not come as something desired, planned, wanted, but something suddenly because a great economic need. I was still a student when my father died, and I found out that I was going to be a father."
"I found really complex to understand the culture of the workplace. Learning how to handle things, how to move around."
"I did not have any sense of commitment to the people of the company beyond the task. Nobody received me on my first day of work. Relationships were cold, strictly labor. You did not make connections with your co-workers outside the workplace."
"When I started working I felt it did not matter, nor were they valued my personal characteristics. Only care if I did the job and if I did well."
"My feeling was terrible! if I was up to deal with all that. I started as a sub area manager, I was 20, and I thought I was not going to be able to get all done. To bring the theoretical knowledge to the practical is was really scaring. It was not easy. To experience all the stuff you were studying at college in a practical context of execution! A totally new thing. It was like going back to school, it was a complex thing, not easy."
"For me it was a deep satisfaction to get a job because I needed it. I really need it. So I experience the transition with much anxiety."
"The complexity of the jump was to bring the theoretical of the faculty to the practical of the work. It is very different that the teacher poses a problem and you think how to solve it, to try to do it in the real context of working in the field. That's one thing that gave me a shock, to move from the theoretical to the practical."
"I felt a huge commitment as an area manager, having to answer for important things young age with little experience without any accompaniment. From one day to the other, have a real responsibility in the real world."
"The change was abrupt. It generated a lot of uncertainty to me. But also aroused a special feeling of adrenaline that made me go out and fight with everything."
"The main problematic of the transition was the responsibility involved, the compromise that must be assumed in order to perform the tasks correctly."
"I was hungry, very hungry in the literal sense. Perhaps this prompted me to feel hungry, occupationally speaking. Because I experienced deep needs."
I was very afraid when I started working, because I was responsible for a child. Very scary, a lot of uncertainty, a lot of insecurity, much annoyed, turned me into a wild. I was a wild as professional. Almost a business hunter, an eagerness to have security, that made me have a merciless behavior, I did not care as long as excellent performance sure to ensure my income
"I was very afraid when I started working, because I was responsible for a child. Very scary, a lot of uncertainty, a lot of insecurity, much annoyed, turned me into a wild. I was a wild as professional. Almost a business hunter, the eagerness to have security made me have a merciless behavior, I did not care as long as excellent performance sure to ensure my income."
"I wish I had been given all the tools and processes accompanied to identify me, feel supported, involved."
"It was a large company with many staff, very large, 2500 people, where everything was very structured, a pyramid, where it was really hard to access your line managers. It was another time... a different and very vertical subordinate-chief relationship, totally different from now a days."
HUNGRY
SCARED
ANNOYED
WILD
SHOCKED

AFRAID
INSECURE
COMMITTED
RESPONSIBLE
EAGER
INEXPERIENCED
INCAPABLE
DOUBTFUL
EXCITED
ANXIOUS
NEEDED
UNCERTAINTY
MERCILESSLY
SATISFACTION
The transition process is extremely complex.
You are not fully prepared to affront the emotional and professional challenge of transition.
The theoretical knowledge acquired in school/collage is not directly translated into competences in the working space.
The transition generates mostly uncomfortable feelings.
The working environment is extremely competitive and aggressive.
The working environment does not contemplate how to help you out in the process with a smooth transition.
The working environment is ruthless with people that do not adapt quickly and successfully perform.
There is a lot of attitude and empowerment involved in the success of the transition.
When the need of a job is deep and important, you develop an internal force that turns you into a more aggressive worker for survival.
a middle age, male, degree-holding engineer
finish the university working at an older age
with an anxious and strong character
very analytical and suspicious in the process
with a cold and distant treatment
apprehend/incorporate the knowledge obtain during college in a more accurate manner for improving his job performance

the main complexity of the process of transition resides in the gap between the theoretical knowledge obtained at college and the true competence needed to successfully perform in real professional life
constantly moves in the chair
does not look into the eyes

is thrown back in the seat
when he is not moving, he has his arms crossed
speaks loudly
A quite negative view of human nature and work environments

Individualistic, omnipotent and closed approach for facing the transition obstacles
Intensively focused on himself and his needs, without much contemplation of the surrounding
I was surprised how transparent, open and non reticent he was at expressing his feelings about the negative aspects of the transition. I did not expect him to recognize and make so much emphasis on feelings as insecurity, fear, inability
grabs his head forward and backward
accommodates his watch and glasses
rolled his eyes constantly
a couple of time stretches in the chair
extends forward to read my notes
Empathy MAP
Full transcript