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Middle aged mother of 3 who gave up a very successful
career in the medical management �ield to raise a family.
Graduated ...
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Design Thinking Action Lab Assignment: Empathy Map

Empathy map for the Stanford Online Design Thinking Action Lab course.

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Design Thinking Action Lab Assignment: Empathy Map

  1. 1. Middle aged mother of 3 who gave up a very successful career in the medical management �ield to raise a family. Graduated from college with a BA in Business Administration while working full time then put career on hold immediately after receiving degree over a decade ago. Self made career. Worked way up from regular employee through management chain. Highly respected in her �ield. Attended college to legitimize professional position. Professional with outdated educational background needs a way to update skill set because academic experience has lost relevance for today’s modern workplace. As the workplace evolves and jobs that didn’t even exist a few years ago become commonplace highly speci�ic educational programs rapidly lose value. Technological con�idence has become at least as important as acquired knowledge. Learning can no longer be compartmentalized into a time boxed duration. What value is an education with a shelf life? —THINK— Distance from safety of learning environment hinders new skills Equates youth with technical af�inity Wants very much to close skills gap but feels that it is an insurmountable obstacle Unable to use earlier con�idence and success as a foundation Wonders what value she brings to the table and plays down prior successes as no longer “relevant” —FEEL— Afraid of making technical mistakes Takes inability to learn new skills and concepts quickly as a sign of failure Deep down knows that she has professional value but struggles to project con�idence Wants very badly to duplicate earlier academic success but feels she has missed the boat Very proud of having raised a family but has professional regrets —DO— Discomfort with technology, gets frustrated by unfamiliar software Dismissing suitable positions out of hand due to self-perceived limitations Goes straight to skills required on all job listings Not comfortable discussing skills gap, defensive about what she “doesn’t know” Guarded language and posture when discussing topic —SAY— Education has moved on from book learning to computer learning 15 years ago anyone would be lucky to get me as an employee but today I don’t have the technical skills Even the way you manage people has changed Basic skills haven’t changed, but the advanced skills have If I was hiring someone I would hire a new graduate over me OBSERVE INFERSTAKEHOLDER PROBLEM STATEMENT INSIGHTS Mark Congiusta, Design Thinking Action Lab, 8/5/13