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DTAL - Empathy Map - Luca interviewing Laura

Empathy map and Problem statement for my DTActionLab course
by

Luca Mondini

on 6 August 2013

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Transcript of DTAL - Empathy Map - Luca interviewing Laura

Laura
, Italian, 23 years old, bachelor's degree in
Marketing & Communication, curious and sensitive, smart but not self-confident, just hired by a big fashion company as Sales & Marketing assistant
"My path starts about
one year ago
when I was about to finish my degree."

"I had
two options
to get my degree:
1. Doing one more exam
OR
2. finding an internship
I chose the second one."

"My
university didn't help
me so much with finding the internship. There were few
internship offers and too many students applying."

"I found the internship in a big fashion group thanks to
my mum
's
networking skills
so I could work for two months while preparing my final thesis."

"The internship ends, but the company
didn't hire me
."

"After a while the same company hired me just for 2 months. My job had
less to do
with my education path."

"Again the same company offered me a new 3 months internship
and, after that, they
finally hired me
."
Unfortunately, I wasn't able to make any direct observation.
Laura thinks that school and work are still
two different worlds
.

Laura thinks that most universities
don't help
students find internships.

Laura thinks that most of universities
don't teach
students how to work.
Laura thinks that companies
presume your ability
to do a job, even it's your first experience. They
don't support
you.
Laura thinks that, if you are new, it's hard to
understand roles and responsibilities
in a company.
Laura feels
worried
about her
future
.

Laura feels
sorry
because she had to
leave all the smart people
she met during her internship.

Laura feels
frustrated
because what her university thought
her has less to do with what her boss is asking her.
Laura feels
lucky
to get a internship.

Laura feels
thrilled
to start her first job.

Laura wants to put herself on the line and
demonstrate her qualities
.
- Universities don't help students find internship.
- Universities and companies probably

don't speak.
- Companies don't know what universities teach.
- Companies, especially the smallest ones, don't

have educational paths for new hired colleagues.
Laura
, Italian, 23 years old, bachelor's degree in
Marketing & Communication, curious and sensitive, smart but not self-confident, just hired by a big fashion company as Sales & Marketing assistant
align
the skills and the competencies she learned during her educational path to the role she has just taken in the company
universities and companies
don't work together
to define educational paths that facilitate the transition from school to work.
I separated good feelings from bad
Luca interviewing Laura
Full transcript