1. ANDREW HILL – DESIGN THINKING ACTION LAB
EMPATHIZE & DEFINE ASSIGNMENT
Empathy Map
Description of the stakeholder
My stakeholder, Steve, is a 25 year male, A grade student, who has recently graduated from Auckland University with a Bachelor
of Business majoring in Accounting and is seeking his first job.
Problem statement (PS): Is it generative?
‘Steve needs a way to understand employers’ requirements to help him reset his expectations for his first job.’
Insight
Steve considers his successful education will allow him to get a great first job and is not considering the employers key
requirements nor the other applicants.
SAY
•I was a straight A student so it should be easy to find
a job
•I want to work for a well known company,ideally
one with a global footprint
•My interview at KPMG went well but I didn't get the
job
• I spent some time at Deliotte during summer break
as my Uncle works there
• I'm looking for a role in the Audit team initially
becasuethat'swhere most graduatesbegin, but I
want to move into acquisition in an analyst type role
•I want to stay in Auckland becasue that's where the
big companiesare
• Starting salaries are around $37,000 which is
nothing.I'm hopingfor closer to $45,000-50,000
THINK
•Gettinga job should be easy
•Academic successwill equal a great job
• Big roles are only available in Auckland (not thinking
about abroad)
• Already has an inside understandingof big
companies
DO
•Applying for a range of jobs, but all carefully selected
based on size, global footprint
•Applying for middle management roles
•Applied for 5 graduateprogrammesbut hasn't been
selected for any (classmates applied for 20+ in some
cases)
•Completed projectson placement during Uni so felt
he had some experience
• Continuingto work as a barman until the right job
comes up
FEEL
•Feeling hard done by from his interviews so far
• Feels superior to peers and others already in the
role
• Feels like he has the right to choosethe company
and role rather than it being the employers choice
•Previous exposure to companieswill position him
aboveother candidates
• It's all about what he wants, rather than considering
otherapplicantsand what sets him apart from them
• Feels he should be