Empathy Map by Eduardo Torres for Venture Lab Design Thinking

1. Empathy Map by Eduardo Torres
EMPATHY MAP FOR CECILIA BY EDUARDO TORRES
Data:
My interviewee is Cecilia
She is a young, tenacious, risk-taker,
fun-loving, easy going, ambitious, well-
traveled, optimistic Mexican architect.
She has 2½ years of experience as a
professional architectural designer.
She works as a museographer at a large
museum in Mexico City.
Say
When asked to show a portfolio of her work: “Shit I
hope I can get this job, how can I compete with other
prospects considering my portfolio is made up of school
projects?”
“What really helped me is that I spoke English and the
fact that I could describe –sell- my projects.”
“Some teachers would say: ´convince me your project is
the best.´” “Quality is important but presentation is key”
“You can´t make good money being employed as a
designer.” “I want to sell –my- projects.”
“Working in a firm is very important, but you don´t
make good money… and you do need to work in a firm
to complete your professional training.”
“It took me a while to find a job where I would like to
spend some years working.”
“I´d love to work at a company that designs fixed
furniture like kitchens or closets.”
I love seeing the finished product, It is very pleasurable
when it is a reality and people visit and live it, to see that
your design really works makes me really happy!”
“I feel that if you come to me with a design need, I will
be able to create a good design and will be able to make
a good presentation to sell you the design, BUT at this
point I don´t know how to make a cold call to offer my
talent. I can´t dare to make a cold call now.”
“A successful architectural project is a team effort.”
When you study abroad, your horizon broadens and
this, professionally, is important to a designer.”
“Interior design is changing a lot in my country.”
We have caught up to the world.”
“English has helped me a lot –in my development- but
throughout and since the university, I have not used it as
much and I feel I´ve lost my edge.”
“You should always be learning.”
Think
She is ready to move on, professionally.
She knows there is a learning curve, a process
for growing.
She has thought about how she can separate her
talents from the crowd.
She learned the trade on her first jobs. This
prepared her for the next challenge.
* Does she need a way to show her talent that
will help her attract new customers, new
business?
She knows how to learn by trial and error.
Creative people need creative ways to sell their
talents.
She realizes she needs to move on from
employee to entrepreneur.
Professional acknowledgment is very important
to her.
She values team work highly.
She has though about creating a partnership
with other people she has come in contact
through work.
She acknowledges the value of professional
recognition, of forging prestige.
She defines herself as a designer.

2. Do
She acts very sure of herself, very confidently.
Her eyes shine when she talks about her work at the
museum.
Feel
She is very confident with her studies, her
academic background.
She understands now how the trade works.
She has a plan: continue at the museum and star
freelance work.
She is very clear with her purposes, goals.
She is optimistic about the future.
She likes and enjoys team work, but professional
acknowledgment is important.
She loves a good challenge.
She believes all experiences are learning
experiences.
She is not afraid to make a mistake.
She is very selective.
She is proud of her work.
PROBLEM STATEMENT
Cecilia, a young,
tenacious, risk-taker,
fun-loving, easy going,
ambitious, well-
traveled, optimistic
Mexican architect
needs a way to show her talent because
she wants to attract
prospective customers to
move on in her career.