Cláudia Correia, Margarida Teles, Patrícia Cabral, Robert Kriegl

“Your Window to the Future”

Agenda

Business Model Customer Segments Empathy Map Persona & Day-in-a-life Scripts & Interviews

Business Model

Customer Segments

Portuguese Students

International

Students

Young, unemployed People

HEAR Economic crisis High Unemployment rate Low salary Not many jobs offered for internationals “Enjoy your Semester/Studies abroad” “Private universities are pretty expensive” “Money I get from Erasmus/parents is low” “Do you speak the required language?” Talk with friends and family about daily life Social networks and social media (internet as the main channel) TV and Radio; newspaper

Aims to be independent and successful Have enough free time to travel, parties and enjoy myself Balance between personal and professional life Dreaming about a better life, money, a family and her own feetMoney to travel; enjoy with friends; spend on clothes etc.Goal is to have a great (international) job in the future Parties keep her/him up at night

Think & Feel

Small Variety of jobs University environment

Friends (young people (other foreigners or locals) Friends from sports and social activities/media)

“Outside the apartment” environment “Where can I find a job?”

Websites not in English/mother tongue Job opportunities websites

(with advanced search options)“What is the legal working framework in the foreign

country?” Poor mobile support of job websites

Unclear and unstructured design•Open minded•Self confident •Secure and looking for a new experience•Enjoy life and being flexible•Used to new technologies•“I need more money to go out and party”• “Where and how can I find a job that I like and suits me”

Say & Do

See

“Where should I apply?”“Shall I just party or also do/work something here abroad?”“Why do the companies don’t offer jobs in my language or generally in English?”“Do I have to take a bank credit to get some money or shall I ask my parents?”Although there are websites with job offers, no one has personal assistance“Why do the websites not offer jobs I am looking for?”“What are the legal requirements to work in the country?” (duration/earnings)“Do I still have enough free time to travel and study besides working?”

Pain Success (Personal and financial)Money (Financial independency from government/parents) Relationship or familyHaving some money to spend for him-/herself abroadBuy an apartment/house and not live on rentApply to all possible job positionsGet Contacts/Connections to start working there even after graduation

  

 

Gain

Empathy Map – International Students

HEAREconomic crisisHigh Unemployment rate Low salary“You should think in doing an internship, it would be good for you”Increasing competition in professional and academic environmentTalk with friends and family about daily lifeSocial networks and social media (internet as the main channel)“We should planning another summer trip”TV and Radio

Aims to be independent and successfulBalance between university/work and leisure timeConcerns about the future (in terms of career and money)Money to travel and enjoy with friends

Friends (young people; friends from school, university, social activities and sports)University environmentFamily and family’s friendsJob opportunities websites (with advanced search options)Poor mobile support of job websitesUnclear and unstructured designJob offers with low flexibility in schedule (difficult to conciliate with studies)

• “Where should I apply?”• Being limited for time constraints•“Will I be able to conciliate university and work?”•“There are websites with offers but no one has personal assist.”•“How should I prepare my CV and a Cover Letter?”•“Which companies would be better for my career/aspirations?”•“Where should I apply?”

•To be independent•To be successful•Have money for travel•Search for opportunities•Make new contacts•Try to find help (talk to family, friends, university,…)

  

 

•Open minded•Curious and dynamic•Enjoy life and being flexible•Used to new technologies•“I really needed some money”• “Where and how can I find a job that I like and suits me”

Think & Feel

Say & Do

See

Pain Gain

Empathy Map – Portuguese Students

HEAR•Economic crisis•High Unemployment rate generally•High youth unemployment•Low salary•Not many jobs offered •Tax increase along with bills•Increasing competition for finding a job professional environment•Talk with friends and family about daily life•Social networks and social media (internet as the main channel)•Newspaper•TV and Radio• 

•Concerns about the future (in terms of career and family) keep her up at night•Aims to be independent and successful•Dreaming about a better life, money, a family and her own feet•Money to travel or enjoy with friends or spend on clothes or…•Balance between personal and professional life•Family, friends or Boy-/girlfriend keep her/him up at night

•Family•Friends (young people, from other jobs or also unemployed, social activities and sports)•Home/room environment•Small Variety of jobs •Job opportunities websites (with advanced search options)•Easy to navigate websites•Newspaper job offers •Poor mobile support of job websites•Unclear and unstructured design

• Why I was not accepted for that job?”•“Where should I apply?”•“How Am I going to get over that phase of my life?”•“Which companies would be better for my career/aspirations?”•“Do I have to take a bank credit to get some money or shall I ask my parents?”• There are websites with job offers no one has personal assist.

•Success (Personal and financial)•Money (Financial independency) •Relationship or family•Having a job you like and enjoy•Buy an apartment/house and not live on rent•Apply to all possible job positions•Look for jobs in other cities or abroad

  

 

•Open minded•Not very self confident •Unsecure•Enjoy life and being flexible•Used to new technologies•“I am broke, I really need money”•“Where and how can I find a job that I like and suits me”

Think & Feel

Say & Do

See

Pain Gain

Empathy Map – Young, unemployed

Persona & Day-in-a-Life

Persona: Michael Maier

PROFILE

Michael Maier, 20 years old

Lives in Stuttgart, Germany

Student at University of Stuttgart

2nd year of Master studies in Germany

Abroad on Erasmus in Lisbon

Internships for Commerzbank and another Start-up company in Germany

Preferred communication: various social media channels, E-Mail, or via mobile phone

Likes: meeting with friends, parties, adventures, exploring something new, good food and drinks

Hates: lies, unpunctuality, having no Internet access, cleaning up

OBJECTIVES

Personal Study/free-time balance

Social acceptance

Health

Professional Career success

Well-education

DAY-IN-A-LIFE 8:00 – waking up, getting ready,

coffee, WhatsApp, email

9:00 – way to university via metro, checking Facebook

9:30 – at university , talk with friends before and after class

11:00 – coffee break, check Facebook and WhatsApp for what is going on tonight

13:00 – lunch break, communication with friends

14:00 – group work at university, 2nd coffee, checking emails

17:00 – leaving university, go for a coffee/beach/shopping with friends

19:00 – going home, skype with girlfriend/friends at home

20:00 – dinner with flat mates

22:00 – go to bed or go out to a party

Persona: Joana Rodrigues

PROFILE

Joana Rodrigues, 19 years old

Lives in Lisbon, Portugal

Student at Universidade de Direito de Lisboa

1st year of Law Degree

Worked as Summer Camp monitor – Carnide Parish Council

Preferred communication: skype, E-Mail, or via mobile phone

Likes: Travelling, reading, cinema, theatre, sports

Hates: having too much free time, having no battery on mobile phone and waiting

OBJECTIVES

Personal Work/free-time balance

Travelling

Healthy lifestyle

Professional After graduation, enter

in Portuguese Bar Association

Career/studies success

DAY-IN-A-LIFE 7:00 – waking up, breakfast,

instagram, watch TV series, getting ready,

8:00 – way to university via metro, checking Facebook, whatsapp, text her colleages

8:20 – at university , talk with friends before and after class

13:30 – finishes classes , lunch friends from university

15:00 – Coffee with high school friends

17:00 – Going home, check the e-mail, instagram, facebook, text friends

19:00 – Gym

21:00 – Dinner with family (parents and brother)

22:00 – Study

23:30 - Go to bed or go out

Persona: Tiago Krauss

PROFILE

Tiago Krauss, 22 years old

Lives in Lisbon, Portugal

Graduated in Pharmaceutics at University of Lisbon (ESTESL) in 2014

Currently looking for a job

Internship for Pharmaceutics in Barcelona in 2014

Worked in a Water Quality company in Lisbon in 2015

Preferred communication: live conversations, E-Mail, or via mobile phone

Likes: meeting with friends and family, parties, adventures, good food and cinema

Hates: lies, unfairness, friends or family rejecting its opinion

OBJECTIVES

Personal Free-time balance

Well-being

Enjoy day-to-day life

Professional Career success

Expertise

DAY-IN-A-LIFE

8:00 – waking up, getting ready, breakfast, watching News

9:00 – checking e-mail, search for job opportunities and sending applications

11:00 – coffee break, check WhatsApp for what is going on and talk with friends

12:00 – Home workout maintenance

13:30 – Lunch break

14:30 – Go out to search for jobs and deliver Resumes in hand

17:30 – going home, coffee break and updating on Family

18:00 – Watching a movie

20:00 – Preparing dinner

22:00 – go to bed or go out to a party

Script & Interviews

Script: 3 Questionnaires in toal designed for each specific segement

Interviews2 Interviews for each

segment to test the Hypotheses

Questions & Comments

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