Notes from design thinking course - empathize and define exercise

1. EMPATHIZE AND
DEFINE

2. Approach to Empathize and Define
• This powerpoint will include an overview of all the questions in the
assignment
• I cover the introduction to the task, stakeholder description
• I have written an exhaustive number of quotes but prefer to keep
them as they will help with finding the right approach later
• I am using the Say, DO, Feel, Think as slide headings (not enough
space in the visual slide)

3. Stakeholder
• The stakeholder is a recent graduate in her mid twenties
• She graduated from a one year Management course (Masters) in
the UK
• She lives in India
• She studied economics, mass communication and media before
going to the UK
• She had a (one year) career in modeling and (6 month) film
directing assistant
• Her key challenge is to decide what to do next as she has
completed her studies and is now looking for work

4. SAY - Introduction
• Stakeholder was interviewed for around 1 hour
• The interview was recorded a quotes have been transcribed
• There are no specific ‘DO’ comments as she was sitting during the
interview and the main goal of the interview was to determine her
background, likes and dislikes and get an understanding of how to
help her decide what to do next
• She was confident, relaxed and articulate

5. SAY
About studies
- I really enjoyed things like history and political science
- I was thinking about pursing law because I had a lot of lawyer friends. It was very
exciting. I have a very analytical mind.
- I was hell bent on doing law
- I thought economics was very interesting. I loved the subject
- I used to write a lot, poetry, short stories, again I kept this to myself
Modelling career/acting
- Soon after graduating I got several modelling offers and that is when I did a big
mistake. It looks pretty glamorous from the outside for me it was the most boring job
ever.
- I had just graduated, my mind was bubbling with new things, education. To have this
void, this very stagnant period of my life, I was just bored out of my mind.
- Acting - there was no fire in my belly, no ambition, it was just something that was
offered to me.

6. SAY
Film direction (assisting)
- Very exciting, eye opener.
- They got acting offer
- I don't know what it is about me, maybe I am just so indecisive. I decide to give it a shot
Studies in the UK (management)
- I said enough is enough, now I just need to get back on track, I need to realize what is good for me.
- Let me just get back to my studies and do what I am good at
- I loved learning new things, applying, analyzing
- Gave me a sense of seriousness
- Extremely demanding, gave me so much happiness
- Getting way from home to experience freedom for the first time. I live a very protected life at
home.
- Being independent gave me a sense of satisfaction and strength
- I was very proud that I could do my masters.

7. SAY
Coming back to India
- As soon as I came back I lost my sense of self confidence
- In the UK I was a new person
Business ideas
- Looking at high end luxury goods. I love their work. I always have
been mesmerized by their work.
- What I have realized is that I love to create things for myself, I love
to be innovative. You see a problem that can be rectified and then
you create a response to that. I love to do that.
- I thought entrepreneurship would be something for me.
- But at the end of the day, I would like to do something on my own,
something which is mine, my baby.

8. SAY – questions
If you had a magic wand?
- I would be an entrepreneur. I would start my own business. Fashion, high
end luxury. Start a fashion label. Something to do with fashion and travel.
Most important thing?
- Honestly being busy would make very happy. Because I am so bored right
now (laughs).
- Just being creative, sending my message out there.
What motivates you?
- A sense of accomplishment is always good. A pat on the back is enough,
honestly.
- Success is a huge deal.

9. SAY
Consulting and fear of failure:
- I have helped a lot of people with my ideas instead of going ahead and
doing them myself, because of fear of failure.
- I need experience
- I am doing trial and error
- Consulting gives me a great deal of pleasure
- Consulting is what gives me great happiness
- I want to do something that I love doing and that I enjoy when I get up in
the morning.
- I am very curious in life
- Have so many ideas when I wake up every morning but to incorporate my
ideas I would need a 100 of me.

10. THINK
- Influenced by expectation or input from others, which leads to
frustration.
- Diverse experience and talent, but lack of focus and clarity around
long term goal
- Wants to do something that she owns - attracted to the idea of
entrepreneurship but blocked by fear of failure
- Has (too) many ideas - which becomes a distraction
- Easily follows the path set by others (business idea from a friend,
interviews from family)
- Struggles to set her own path and follow-through
- Needs a challenge that challenges her intellectually + provide
income and freedom
- Attracted to the idea of consulting and owning a business in
fashion/luxury perhaps linked to travel

11. FEEL
- Didn't like the career in modeling, acting or movies - attracted by
the glamour but disappointed by the experience
- Wants to feel in control and have a sense of self - of independence
- Doesn't like doing things that are offered/provided by others, but
finds it difficult to ignore 'friendly' advice
- Very frustrated by not knowing what she wants
- Tempted by various activities in order to feel busy - which makes the
process of thinking and planning difficult

12. Problem statement

13. Stakeholder
Note: I copied this from the intro as I thought this was useful before
reading the notes)
• The stakeholder is a recent graduate in her mid twenties
• She graduated from a one year Management course (Masters) in
the UK
• She lives in India
• She studied economics, mass communication and media before
going to the UK
• She had a (one year) career in modeling and (6 month) film
directing assistant
• Her key challenge is to decide what to do next as she has
completed her studies and is now looking for work

14. Problem Statement
• Need to decide on what to do next: entrepreneur or consulting?
How to find the perfect job?

15. Insight
• Many choices and options but not clear about what she should do
• A great deal of advice from friends and family that confuses rather
than helps
• Issue with fear of failure

16. Problem statement recap
• Young graduate from UK management University living in India with
diverse background
• Is struggling to find the right career for herself
• She has many ideas and projects as well as advice but she needs
help in choosing how to move forward