Software Product Management

ASSIGNMENT-Personas and Problem Hypotheses

HARSHITA TIBREWAL

HARSHITA TIBREWAL 62410168

 SINGLE ROLE TARGETING STUDENT AT ISB
Name: Yamini Jayaswal
Demographics: 24 years old, female, MBA student.
Identifiers: Focused on securing a digital marketing role in tech; detail-oriented, ambitious,
proactive.
Background: 3 years of experience in digital marketing, aiming for roles at leading tech
firms like Google and Amazon.

GOALS CHALLENGES ENVIRONMENT THEY

Primary Goal: Secure a digital
Lack of Relevant Feedback: Yamini struggles to
OPERATE IN
marketing manager role at a Academic Environment: She is in her MBA
find people with relevant digital marketing
top tech company, such as program at ISB, which means she is under
experience who can provide detailed, actionable
Google or Amazon. pressure with academic commitments while
Secondary Goal: Perfect her feedback on her CV. Alumni connections through
preparing for placements. The competition is
CV to align specifically with the placement cell often don’t match her specific tough, and students like her are racing against
industry standards and industry needs. time to ensure they stand out in the placement
expectations for digital Slow Response Time: The process of getting season.
marketing roles, so it catches feedback through her network or the placement Peer Group: Her friends are also in the same
the attention of recruiters. cell takes time, and often, she receives feedback MBA program but come from varied
too late to incorporate necessary changes before backgrounds. While they are supportive, they
MOTIVATION deadlines. don’t always provide relevant feedback. She
values peer opinions but knows she needs
Uncertainty in Quality of Feedback: Yamini
She is highly motivated by the industry-specific advice.
sometimes gets vague feedback that doesn’t
idea of working in a fast-
clearly identify areas for improvement, leaving her
paced, innovative
environment where her unsure of what changes to make to strengthen her TOOLS CURRENTLY USED
creativity and analytical skills CV. College Placement Cell: The placement cell helps
can thrive. She’s driven to Limited Time: Juggling her academic workload her connect with alumni, but the process is slow,
make a strong impression with placement prep, Yamini often feels she’s and the matches aren’t always relevant to her
during the placement process racing against time to perfect her CV and prepare field. There is no filtering mechanism in place for
by ensuring her CV highlights for interviews. alumni expertise.
the exact skills and experience LinkedIn: She sometimes uses LinkedIn to try
that recruiters in digital and connect with alumni directly, but it’s time-
“I KNOW WHERE I WANT TO GO; I JUST NEED THE
marketing are looking for. consuming and she’s not always sure whether the
RIGHT PUSH TO GET THERE."
alum will respond or not.
Jobs To Be Find relevant alumni for Secure one-on-one alumni
Done guidance sessions for CV review

Struggles to find alumni with

Difficulty scheduling time with the
relevant industry experience for
right alumni and long wait times to
Pains specific, actionable feedback.
receive feedback. The process is
Current feedback is too general or
often manual and time-consuming.
delayed.

Desires a streamlined platform that

allows her to quickly find alumni Desires an efficient platform where
based on industry, years of she can view alumni profiles, book
Gains experience, and company appointments based on expertise,
background, ensuring she connects and get structured, timely
with the right people for focused feedback.
advice.
 The students of ISB targeting a single role are most
frustrated about finding relevant alumni for guidance
Problem Hypothesis 1 because they struggle to find alumni with relevant industry
experience for specific, actionable feedback. Current
feedback is too general or delayed.

The students of ISB targeting a single role are most

frustrated about securing one-on-one alumni sessions for
Problem Hypothesis 2 CV review because they have difficulty scheduling time with
the right alumni and long wait times to receive feedback.
The process is often manual and time-consuming.
 MULTIPLE ROLES TARGETING STUDENT AT ISB
Name: Manan Khurana
Demographics: 26 years old, male, MBA student.
Identifiers: Targeting both consulting and operations roles; adaptable, pragmatic, and
multi-focused.
Background: 2 years of experience in project management, preparing for roles in
consulting and operations at top firms like McKinsey and Amazon.

GOALS CHALLENGES ENVIRONMENT THEY

Primary Goal: Secure a
placement either in consulting or
Diverse Preparation Needs: His biggest challenge OPERATE IN
operations management at a top- is preparing for two very different roles. Each
Academic Environment: His career trajectory is
tier firm. He’s actively applying to industry has its own set of expectations, and
more fluid. The intense pressure of placement
both industries, aiming for firms crafting a CV that meets both consulting and
season is heightened by the fact that he’s
like McKinsey in consulting and operations standards is time-consuming. targeting two different industries, which require
Amazon in operations. Lack of Targeted Feedback: While Manan is distinct preparation.
Secondary Goal: Create multiple working on multiple versions of his CV, he Peer Group: His peers are also a mix of industry
versions of his CV that highlight struggles to get specific feedback that is directly hopefuls. Manan interacts with people from both
different skill sets for each target the consulting and operations streams, giving him
relevant to both fields. Most feedback he receives
industry (consulting and some level of peer feedback. However, since he’s
is too general or focuses on only one industry,
operations) and get feedback preparing for two fields, his feedback from others
from experts in both areas to leaving gaps in his preparation for the other.
is often unfocused or contradictory.
ensure he is well-prepared. Time Management: With the need to perfect two
different CVs and prepare for interviews in two
MOTIVATION fields, time management is a critical issue for
He is driven by the need to Manan. TOOLS CURRENTLY USED
have a secure future, but he’s Uncertainty in Choices: Since he’s targeting LinkedIn: He uses LinkedIn to network and
also realistic. He understands multiple roles, he faces a constant state of research alumni in both consulting and
that not everything goes as uncertainty. He’s unsure which industry he will operations, but it’s difficult for him to manage
planned, which is why he’s land in, making it hard to plan his CV and interview these two parallel pursuits without guidance.
diversifying his career options. prep without feeling like he’s neglecting one path. Placement Cell: He relies on the placement cell
He seeks stability and to connect him with alumni, but he’s often unsure
flexibility, and his priority is which alum would be best suited to help him,
"I LIKE TO KEEP MY OPTIONS OPEN—
landing a role where he can given his diverse targets.
CONSULTING OR OPERATIONS, I’LL MAKE THE
grow, whether in consulting or
operations. BEST OF WHICHEVER PATH WORKS OUT."
 Jobs
Maintain different CVs and track Find a single alum who can offer
To Be
respective feedback for multiple roles guidance for multiple roles targeted
Done

He has difficulty finding an alum with

Finds it overwhelming to keep track of
experience in both fields or someone
multiple CV versions, each requiring
who can provide well-rounded advice
separate feedback and continuous
Pains applicable to both consulting and
updates. It becomes confusing and
operations, making him feel like he’s
inefficient to manage and ensure that
managing two separate mentoring
each CV is up to industry standards.
processes.

He seeks an alum with cross-functional

Wants a tool to easily organize, track,
experience who can provide broader
and update feedback for different CVs in
insights, helping him navigate both fields,
one place, allowing him to quickly switch
Gains or someone who can give relevant advice
between versions depending on the
for transferable skills between consulting
application, without losing track of which
and operations, streamlining the
feedback belongs to which version.
feedback process.
 The students of ISB targeting multiple roles are most
frustrated about maintaining different CVs and track
respective feedback for multiple roles because they find it
Problem Hypothesis 1 overwhelming to keep track of multiple CV versions, each
requiring separate feedback and continuous updates. It
becomes confusing and inefficient to manage and ensure
that each CV is up to industry standards.

The students of ISB targeting multiple roles are most

frustrated about finding a single alum who can offer
guidance for multiple roles targeted because he has
Problem Hypothesis 2 difficulty finding an alum with experience in both fields or
someone who can provide well-rounded advice applicable
to both consulting and operations, making him feel like he’s
managing two separate mentoring processes.
 ALUMNI OF ISB REVIEWING CV PERSONA
Name: Rohan Gulati
Demographics: 32 years old, male, senior management professional
Identifiers: Time-constrained alum, motivated to give back to his alma mater; organized,
efficient, and industry-focused.
Background: 8 years of experience in digital marketing at top tech firms, eager to mentor
students but with limited availability due to a demanding career.

GOALS CHALLENGES ENVIRONMENT THEY

Primary Goal: Help MBA students Limited Time: His biggest challenge is finding time OPERATE IN
by providing them with valuable to mentor students. He wants to help but is
feedback and guidance based on constrained by his work commitments. It’s difficult Professional Environment: He often works on
his experience in the tech tight deadlines, and his ability to commit to long,
for him to coordinate one-on-one sessions through
industry, specifically in digital informal mentoring sessions is limited.
the placement cell, especially when students reach
marketing. Alumni Network: He is part of his school’s
Secondary Goal: Maintain his
out at irregular intervals. alumni network and occasionally attends alumni
connection with the school and Unstructured Process: The current matching events. He wants to mentor students but in a way
the wider alumni network by process feels inefficient. He often feels like his time that is structured and respects his availability.
mentoring students, staying isn’t being used optimally, as students may not
always be prepared or may not have clear
updated on the school’s progress,
and enhancing his own network questions for their mentoring sessions.
TOOLS CURRENTLY USED
through the school’s alumni Relevance of Feedback: Sometimes, he is asked Email: He usually communicates with students
initiatives. through email after being matched by the
to provide feedback on students’ CVs or career
placement cell. This process is informal and often
MOTIVATION goals that don’t align with his area of expertise. He
lacks the structure needed to make the
would prefer to only engage with students whose
He is driven by a sense of mentoring sessions productive.
career paths closely match his own experience in Placement Cell: The placement cell reaches out
responsibility toward his alma
digital marketing. to Rahul when students express interest in his
mater. He believes in paying it
forward and helping the next Tracking Engagement: He doesn’t have a clear field, but the process is slow, and there’s little
generation of students way to track which students he’s helped, and coordination around timing or topic relevance.
succeed. However, his time is there’s no formal system for follow-up. He would Work Scheduling Tools: He uses tools like
limited due to his demanding prefer a more streamlined way to manage his Google Calendar or Outlook to manage his day-
job in a tech firm, so he’s engagement and see the impact he’s making. to-day work tasks. He would appreciate any
looking for ways to contribute mentoring activities being integrated into his
that don’t require too much "I WANT TO GIVE BACK TO MY SCHOOL, BUT I existing workflow, rather than having to
manual coordination. NEED IT TO FIT INTO MY BUSY SCHEDULE." coordinate manually.
Jobs To Track his contributions and student Manage mentoring sessions efficiently
Be Done outcomes within his busy schedule

Struggles with balancing his work

He has no way of knowing whether his
commitments and mentoring
feedback has helped students
responsibilities. The current process of
improve or succeed in their
Pains manually coordinating sessions and
placements, leaving him disconnected
feedback with students feels disorganized
from the outcomes of his mentorship
and time-consuming, often leading to
efforts.
missed opportunities for him to help.

He would like a platform that tracks

Desires a system that integrates with his
his mentorship history, showing him
calendar, allowing him to set available time
which students he’s helped and the
slots and streamline the mentoring process.
progress they’ve made. This would
Gains Would help him efficiently manage his
give him a sense of accomplishment
commitments without disrupting his work-
and motivate him to continue
life balance, ensuring mentoring is
contributing as a mentor.
convenient and structured.
 The alumina of ISB reviewing CVs are most frustrated about
tracking their contributions and student outcomes because
they have no way of knowing whether his feedback has
Problem Hypothesis 1
helped students improve or succeed in their placements,
leaving him disconnected from the outcomes of his
mentorship efforts.

The alumina of ISB reviewing CVs are most frustrated about

managing mentoring sessions efficiently within their busy
schedule because they struggle with balancing their work
Problem Hypothesis 2 commitments and mentoring responsibilities. The current
process of manually coordinating sessions and feedback
with students feels disorganized and time-consuming, often
leading to missed opportunities for them to help.
 PLACEMENT CELL OF ISB PERSONA
Name: Abhay Choudhary
Demographics: 24 years old, male, MBA student.
Identifiers: Director of student placement body; strategic, organized, and efficient.
Background: Oversees placement activities, manages alumni-student interactions,
and balances his own placement prep with leadership duties.

GOALS CHALLENGES ENVIRONMENT THEY

Primary Goal: Help MBA students Time Management: Abhay’s biggest challenge is OPERATE IN
by providing them with valuable balancing his personal placement preparation with
feedback and guidance based on Academic Environment: He is balancing the
the responsibility of overseeing placement logistics
his experience in the tech heavy demands of academics, personal
for the entire batch. He often feels overwhelmed placement prep, and leading the student
industry, specifically in digital
marketing. by the volume of requests from students and the placement body.
Secondary Goal: Maintain his need to organize alumni sessions. Placement Body: He has to manage
connection with the school and Coordination Issues: Alumni-student interactions communication between the batch, alumni, and
the wider alumni network by are often delayed due to lack of real-time tools. the placement office. His role involves handling
mentoring students, staying Matching the right alumni to the right students student concerns, ensuring alumni availability,
updated on the school’s progress, manually consumes a lot of time and resources. and overseeing the smooth flow of the placement
and enhancing his own network process.
Handling Pressure: He’s constantly under
through the school’s alumni
pressure to make the process as efficient as
initiatives.
possible for his peers, while still focusing on his TOOLS CURRENTLY USED
MOTIVATION own job applications and interviews. Email and Excel: Abhay relies on these to track
Maintaining Fairness: Rohit often struggles with and manage placement schedules, alumni
He is driven by a sense of
ensuring that all students, get equal access to interactions, and student requests.
responsibility toward his alma
alumni and opportunities. He faces pressure from WhatsApp Groups: He uses group chats for quick
mater. He believes in paying it
both high-performing students who want faster updates and communication within the batch and
forward and helping the next
to send reminders about alumni availability,
generation of students access to top alumni and those who feel left
deadlines, and placement procedures.
succeed. However, his time is behind and require more support.
Placement Cell Office: The communication with
limited due to his demanding
the office is used to track alumni participation,
job in a tech firm, so he’s “HELPING MY BATCH SECURE THE BEST but it lacks real-time updates, effective filtering,
looking for ways to contribute OPPORTUNITIES WHILE MANAGING MY OWN and personalized matching features, making
that don’t require too much
PLACEMENTS." coordination more difficult.
manual coordination.
Jobs To
Efficiently match students with Manage mentoring sessions efficiently
Be
relevant alumni for mentorship within his busy schedule
Done

Difficult to monitor whether students are

Spends a lot of time manually matching
receiving timely feedback and following up
students with alumni, often leading to
with alumni. The lack of a system to track
Pains delays, mismatches, and student
progress means he has to rely on students
dissatisfaction. The process is slow and
or alumni for updates, leading to
lacks precision, leading to inefficiencies.
communication gaps.

Desires a platform that automates the Wants a system that tracks all interactions,
matching process based on student showing him who has been matched with
needs and alumni expertise, making it whom, and whether follow-ups have
Gains quicker and more accurate. This would occurred. This would allow him to have an
save him time and ensure that students overview of the placement process and
are paired with the right mentors faster, address any issues proactively.
improving the overall experience.
 The Placement Cell of ISB are most frustrated about
efficiently match students with relevant alumni for
mentorship because they spend a lot of time manually
Problem Hypothesis 1
matching students with alumni, often leading to delays,
mismatches, and student dissatisfaction. The process is slow
and lacks precision, leading to inefficiencies.

The Placement Cell of ISB are most frustrated about

managing mentoring sessions efficiently within their busy
schedule because they find it difficult to monitor whether
Problem Hypothesis 2 students are receiving timely feedback and following up with
alumni. The lack of a system to track progress means they
have to rely on students or alumni for updates, leading to
communication gaps.
 SINGLE ROLE TARGETING STUDENT NOT AT ISB
Name: Kartikeya Mandhar
Demographics: 24 years old, male, second year MBA student at IIM-C
Identifiers: Focused on securing an investment banking role at top firms; meticulous,
driven, and deadline-oriented.
Background: 4 years of experience in finance, aiming to enter investment banking, with
strong technical and analytical skills.

GOALS CHALLENGES ENVIRONMENT THEY

High Competition in Investment Banking: IB is
Primary Goal: Secure a
one of the most competitive fields. Constantly feels
OPERATE IN
prestigious role in
investment banking at a the pressure to ensure his CV stands out among Academic Environment: He is in his MBA
top-tier firm like Goldman many highly qualified peers who are equally program at ISB, which means he is under a
Sachs, JP Morgan, or capable. He worries about falling behind if he high-pressure environment where students
Morgan Stanley. doesn’t continuously iterate on his CV and get are continuously refining their CVs and
Secondary Goal: Prepare feedback quickly. prepping for interviews.
himself for the highly Relevance of Feedback: Given how specialized
technical nature of IB the role is, general CV advice is often not sufficient
interviews, where technical for Kush. He needs specific, industry-focused
expertise and presentation feedback from someone with direct investment TOOLS CURRENTLY USED
of experience are crucial. banking experience. Feedback from those outside Peer Feedback: The advice tends to focus on
the finance field often feels irrelevant or too broad general finance principles rather than
MOTIVATION to make meaningful changes.
Tight Deadlines: IB recruitment is on a strict
detailed, role-specific suggestions.
Additionally, his peers are also under time
He is highly motivated by timeline, and Kush faces a constant race against pressure, so feedback is often delayed.
the challenges and rewards time to refine his CV and prepare for technical LinkedIn: Reaches out to alumni for advice
of working in investment interviews. He needs to receive actionable and feedback through LinkedIn or email, but
banking. He is focused on feedback quickly and make adjustments promptly, this process is time-consuming. It often takes
making sure his CV is but the current feedback process is often slow or a while to hear back, and the feedback he
perfect and communicates inconsistent. receives is sometimes too generic or doesn’t
the right blend of technical
"I NEED TO BE LASER-FOCUSED ON GETTING address his specific concerns related to
skills, work ethic, and
INTO INVESTMENT BANKING—THERE’S NO investment banking.
attention to detail.
ROOM FOR ERROR."
Jobs To
Prepare effectively for specific Gain insights from experienced
Be
interviews professionals in desired industry
Done

Finds it challenging to capture the Without a strong alumni network or easy

specific skills and experiences that access to industry professionals, struggles
investment banks prioritize. Generic CV to find mentors who can provide the
Pains
templates do not convey his unique specific insights he needs for his targeted
qualifications effectively, leading to role. This makes it difficult to navigate the
frustration. complexities of the recruitment process.

Seeks a tool or platform that provides Wants a way to connect directly with
industry-specific CV templates and alumni or industry professionals who have
guidance, allowing him to showcase firsthand experience in investment
Gains
relevant experiences and skills in a way banking, enabling him to receive tailored
that aligns with investment banking advice on preparing for interviews and
standards. refining his CV.
 The single role targeting student not at ISB are most
frustrated about preparing effectively for specific interviews
because they find it challenging to capture the specific skills
Problem Hypothesis 1
and experiences that their desired industry prioritize.
Generic CV templates do not convey his unique
qualifications effectively, leading to frustration.

The single role targeting student not at ISB are most

frustrated about gaining insights from experienced
professionals in desired industry because without a strong
alumni network or easy access to industry professionals,
Problem Hypothesis 2
struggles to find mentors who can provide the specific
insights they need for their targeted role. This makes it
difficult to navigate the complexities of the recruitment
process.
APPENDIX

INTERVIEW 1- PERSONNA: SINGLE ROLE TARGETING STUDENT AT ISB

Who was the interviewee?

Yamini Jayaswal, 24 years old, female, MBA student. Focused on securing a digital marketing role in tech;
detail-oriented, ambitious, proactive. Background of 3 years of experience in digital marketing, aiming for
roles at leading tech firms like Google and Amazon.

Why was Yamini selected?

Yamini represents a large segment of students who are focused on securing a specific role in a particular
industry. Her single-minded focus on digital marketing makes her an ideal candidate to understand the
challenges faced by students who need targeted, industry-specific feedback during placement prep. Her
experience highlights how current processes may not adequately support students with niche career goals.

Interview Transcript with labelled responses

Harshita: Hey Yamini! Thanks so much for taking the time to chat with me today. Before we dive into
everything, could you start by telling me a bit about yourself?

Yamini: Sure! So, I’m currently a student at ISB, and before this, I worked for about three years in digital
marketing. I’ve always been drawn to the creative side of marketing, but also love the data-driven aspect that
helps shape strategy. I’m now focused on securing a role in digital marketing at a tech company—something
where I can really put both creativity and analytics to good use.
(Quote: Yamini highlights her background and aspirations in digital marketing.)

---
Harshita: That sounds like a great balance! What made you decide to focus on digital marketing, especially
in tech?

Yamini: I’ve always been fascinated by how quickly things change in the digital space, especially in tech.
There’s so much innovation happening all the time, and I feel like marketing in that space lets me stay at the
cutting edge. I love how you can use data to measure everything and constantly tweak your strategies to get
better results. Plus, tech companies tend to have dynamic cultures, which is something I’m drawn to.
(Quote: She values the innovation and dynamism in tech marketing.)

---
Harshita: Nice! So now that placements are coming up, how are you feeling? Are you deep into the prep
phase?

Yamini: Deep into it! I’m focusing a lot on my CV right now. I think it’s mostly there, but I want to make sure
it’s really polished and targeted to the specific roles I’m applying for. I know how competitive these
placements can be, so I want to make sure I’m putting my best foot forward.
(Job To Be Done: She aims to refine her CV for competitive placements.)

---
Harshita: And what does your CV preparation process look like? How are you going about getting feedback?

Yamini: Well, I usually start by doing my own review, and then I ask friends for feedback. But the thing is,
while their feedback is helpful, it’s not always industry specific. Most of them aren’t in marketing, so I’m not
sure if I’m really hitting the right notes for the roles I want. That’s where I feel like I need more guidance—
someone who knows what companies in digital marketing are looking for.
(Pain: She faces challenges with non-specific feedback from peers.)

---
Harshita: I see. And have you tried connecting with alumni for feedback? Or is that a bit challenging?

Yamini: I have tried, but it’s a bit inconsistent. The placement cell helps with connecting us to alumni, but I
don’t always get paired with someone who’s in the field I want. Like, I’ve had feedback from alumni in finance
or consulting, and while their advice is useful in general, it’s not exactly what I need for digital marketing.
Plus, the process can take a while, and sometimes I’m not sure if the feedback is coming in time for when I
need to use the CV.
(Pain: Inconsistent alumni connections lead to irrelevant feedback.)

---
Harshita: Got it. So, do you think alum mapping can be made better? Do you think you would be more
satisfied if you chose the alums yourself?

Yamini: Oh, that would make such a difference! Being able to choose alumni based on their experience
would be a game-changer. I could directly reach out to someone who’s worked in the exact field I’m
targeting, and that way I’d know that the feedback would be specific and relevant. It would save a lot of back-
and-forth and make me feel more confident in the advice I’m getting. Alum mapping if done correctly and
efficiently could bring about a major upgrade in the process.
(Gain: She desires better control over alumni selection for relevant feedback.)

---
Harshita: Absolutely. And what about the timing—do you find that it’s tough to get feedback when you need
it, especially close to deadlines?

Yamini: Yes, for sure. Sometimes I’ll reach out and it takes a few weeks to get a response, and by then, I’ve
already had to use the CV for an application. It’s frustrating because I know I could’ve made improvements if
I’d gotten the feedback earlier. The timing is important, especially now that placements are coming up fast. I
wish there was a way to speed up that feedback process.
(Pain: Delays in feedback hinder her preparation for applications.)

---
Harshita: Definitely. What if you could book one-on-one sessions with alumni at specific times? Would that
help with the scheduling?

Yamini: Oh, that would be perfect! Being able to schedule a session would give me more control over my
prep and help me plan around it. It would take away the uncertainty of waiting for feedback, and I could focus
on other things in the meantime. Plus, it would help with time management, which is huge right now.
(Gain: Scheduled sessions would improve her control and efficiency.)

---
Harshita: I can imagine. And when you do get feedback, is it usually actionable, or do you sometimes feel
like it’s not specific enough?

Yamini: It’s a bit of both. Sometimes the feedback is helpful, but other times it’s too vague—like, they’ll just
say “It’s good” or “Looks fine,” but that doesn’t really help me understand what I need to improve. I’d prefer
something more detailed, like specific suggestions for how to highlight certain skills or experiences. That
way, I’d know exactly what to tweak and wouldn’t feel like I’m guessing.
(Pain: Vague feedback leaves her unsure about necessary improvements.)
---
Harshita: Makes sense. What if the platform allowed alumni to give feedback in a more structured way—like
feedback on specific sections of your CV, such as skills, achievements, or formatting?

Yamini: Oh, that would be so helpful! If I could get feedback that’s broken down into different sections, it
would be easier to focus on what needs improvement. It would also make it clear what’s working and what’s
not, instead of leaving me with general comments. That kind of structure would make the whole process so
much more efficient.
(Gain: Structured feedback would enhance clarity and focus on improvements.)

---
Harshita: And lastly, would you find it useful to see reviews or ratings from other students who’ve worked
with certain alumni?

Yamini: Yes, absolutely! Knowing that other students had a good experience with a particular alum would
give me more confidence in reaching out to them. It would also save me time because I wouldn’t have to
guess if they’re the right fit for what I need. Seeing reviews would help me make better choices about who to
connect with.
(Gain: Student reviews would enhance her confidence in alumni connections.)

---
Harshita: Awesome! Thanks so much, Yamini. It’s been insightful hearing your thoughts. Sounds like you’ve
got a solid plan, but with a few tweaks, the process could be even smoother.

Yamini: Thanks for listening! Yeah, I think with some improvements, the whole CV review process could be
more streamlined. Fingers crossed something like this comes along soon!

-------------------------------------------------------------------------------------------------------------------------------------

INTERVIEW 2- PERSONNA: MULTIPLE ROLES TARGETING STUDENT AT ISB

Who was the interviewee?

Manan Khurana, 26 years old, male, MBA student. Targeting both consulting and operations roles; adaptable,
pragmatic, and multi-focused. 2 years of experience in project management, preparing for roles in consulting
and operations at top firms like McKinsey and Amazon.

Why was Manan selected?

Manan was chosen because he reflects the growing trend of students who diversify their placement options
by targeting multiple industries. His experience preparing for both consulting and operations roles offers
valuable insights into the challenges of balancing different career paths, managing multiple CVs, and
receiving relevant feedback from alumni across different fields.

Interview Transcript with labelled responses

Harshita: Hey Manan! Thanks for chatting with me today. How’s everything going with you?

Manan: Hey! It’s going well, thanks! Just a bit busy with placements coming up. You know how it is—trying to
juggle everything at once. But I’m managing to keep my head above water!
(Quote: Manan describes his current busy state with placements.)

---
Harshita: I can imagine! So, what’s your focus right now as you prepare for placements?

Manan: Right now, I’m focusing on getting my CV sorted out. I’m targeting both consulting and operations
roles, which means I need to tailor my CV for each industry. It’s a bit of a balancing act, honestly. I want to
highlight the skills relevant to both areas, but that requires a lot of tweaking and attention to detail.
(Job To Be Done: He aims to refine his CV for two different roles.)

---
Harshita: That sounds like quite the challenge! How do you go about customizing your CV for two different
industries?

Manan: Well, I usually start by creating two separate versions of my CV—one for consulting and one for
operations. For consulting, I emphasize my analytical and problem-solving skills, and I include any relevant
case study experiences. For operations, I focus on my logistical skills and any experience I have with supply
chain management. It can get a bit overwhelming, though, especially when I’m trying to keep both versions
updated with feedback.
(Pain: He finds it overwhelming to manage two different CVs and keep them updated.)

---

Harshita: I can see how that could be tricky! How do you gather feedback on your CV for both roles?

Manan: I mainly rely on my peers for feedback, but the issue is that most of my friends are also targeting
similar roles in consulting. So, their feedback is often limited to what they know, which may not cover all the
nuances for operations. I’m also trying to connect with alumni, but it’s tough to find someone who has
experience in both fields. I wish there was an easier way to get more targeted feedback.
(Pain: Limited feedback from peers who are also targeting consulting roles affects his preparation for
operations.)

---
Harshita: That makes sense. If you could connect with alumni more effectively, how would that change your
experience?

Manan: It would make a huge difference! Ideally, I’d love a platform where I could filter alumni by their
industry experience. If I could connect with someone who’s worked in both consulting and operations, that
would be golden. They could provide insights specific to both paths, and I’d feel much more confident in my
preparation.
(Gain: He desires a more effective way to connect with alumni for tailored insights.)

---
Harshita: Absolutely! And when it comes to interview prep, how are you approaching that with the dual
focus?

Manan: I’m trying to cover both bases, but it’s a lot. I’ve been practicing for consulting case interviews, which
requires a different skill set compared to preparing for operational roles. I feel like I’m constantly switching
gears, and sometimes I’m not sure if I’m giving enough attention to one area over the other. I’d love to have
more structured resources or mock interview sessions tailored for both types of roles to streamline my prep.
(Pain: He feels the pressure of switching focus between two different interview preparations.)

---
Harshita: That sounds like a solid plan! If you had access to tailored resources for both roles, how do you
think that would help?
Manan: It would be a game-changer! Having specific mock interviews or practice questions for each role
would really help me focus my efforts and feel more prepared. I think it would also alleviate some of the
stress I’m feeling, knowing that I have structured support for both paths. It’s all about feeling confident and
ready when the actual interviews come around.
(Gain: Tailored resources would improve his preparation and reduce stress.)

---
Harshita: Definitely! Just to wrap up, if there’s one thing, you’d want to improve in the current process for
students like you, what would it be?

Manan: I think it would be amazing to have a more efficient way to access alumni and get feedback tailored
to both consulting and operations. A streamlined platform that connects students with the right alumni,
alongside resources for interview prep, would be invaluable. It would make the whole process smoother and
help us all feel more prepared and confident.
(Gain: He advocates for a streamlined platform to enhance the feedback process.)

---
Harshita: Thanks, Manan! This has been insightful. I appreciate you sharing your experiences and thoughts
with me.

Manan: No problem! Thanks for asking these questions. It’s nice to reflect on everything and think about how
we can improve the process for everyone.

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INTERVIEW 3- PERSONNA: ALUMNI OF ISB REVIEWING CV PERSONA

Who was the interviewee?

Rohan Gulati, 32 years old, male, senior management professional. Time-constrained alum, motivated to
give back to his alma mater; organized, efficient, and industry-focused. 8 years of experience in digital
marketing at top tech firms, eager to mentor students but with limited availability due to a demanding career.

Why was Rohan selected?

Rohan represents the alumni who actively want to give back to their alma mater but face constraints in time
and relevance. As a seasoned professional with specific industry experience, his insights are crucial in
understanding how the alumni-student mentoring process can be made more efficient and meaningful,
ensuring that alumni like him feel their contributions are impactful.

Interview Transcript with labelled responses

Harshita: Hi Rohan! Thanks for taking the time to chat with me today. How have you been?

Rohan: Hi! It’s my pleasure. I’ve been doing well, thanks! Just keeping busy with work and trying to stay
connected with the school. It’s always nice to help where I can.
(Quote: Rohan shares his commitment to staying connected with ISB.)

---
Harshita: That’s great to hear! So, what motivates you to stay involved with ISB and help current students?

Rohan: I really believe in giving back. My time at ISB was transformative, and I know how important it is to
have guidance during the placement process. I want to ensure students have the support I wish I had,
especially in such a competitive landscape like digital marketing.
(Gain: He is motivated by a desire to support students, reflecting on his own experiences.)

---
Harshita: Absolutely! So, when students reach out for CV reviews, what’s your typical approach?

Rohan: I start by looking at the overall structure and clarity of the CV. I think it’s essential that their skills and
experiences are communicated clearly. Then, I dive into specific areas like their work experience and any
projects they've done that are relevant to the roles they’re targeting. It’s about helping them present
themselves effectively for the positions they want.
(Job To Be Done: Rohan aims to help students effectively present their qualifications through CV reviews.)

---
Harshita: That sounds helpful. What are some common issues you notice when reviewing CVs from
students?

Rohan: One common issue is that many students don’t tailor their CVs enough for specific roles. They often
send out a generic CV that doesn’t highlight the skills or experiences that are most relevant to the position
they’re applying for. Additionally, some students tend to overload their CVs with information that’s not
directly pertinent, which can dilute their key messages.
(Pain: He identifies a lack of tailored CVs as a common issue among students.)

---
Harshita: That’s insightful! How do you encourage students to improve their CVs based on your feedback?

Rohan: I always try to provide specific, actionable suggestions. Instead of just saying, “This section needs
work,” I’ll explain why and offer examples of how they can improve it. I think it’s important to show them that
small changes can make a significant difference. I also encourage them to think about the story they want
their CV to talk about their journey and skills.
(Gain: Rohan focuses on providing actionable feedback to help students improve their CVs.)

---
Harshita: That makes a lot of sense. If you could change one thing about the current process of matching
alumni with students for CV reviews, what would it be?

Rohan: I would love to see a more structured system that allows alumni to indicate their areas of expertise
and the types of roles they can provide the most relevant feedback on. It would help students connect with
the right people who can offer tailored insights, making the process more efficient for both parties.
(Gain: Rohan desires a structured system to improve alumni-student matching.)

---
Harshita: Absolutely! That would streamline things significantly. Do you feel that your experience has
prepared you well for this mentoring role?

Rohan: I think so. My background in digital marketing, combined with the experiences I had at ISB, gives me a
good perspective on what recruiters are looking for. I also try to stay updated with industry trends, which I
think is crucial when advising students. I want to ensure the feedback I provide is relevant and actionable in
today’s market.
(Gain: Rohan feels his experience equips him to provide relevant feedback to students.)

---
Harshita: That’s great to hear! Just one last question—how rewarding do you find the mentoring process?
Rohan: It’s incredibly rewarding! Seeing students improve their CVs and ultimately land the roles they aspire
to is a great feeling. I enjoy hearing about their successes and knowing that I played a small part in their
journey. It really reinforces the idea of community and support that ISB fosters.
(Gain: Rohan finds fulfilment in witnessing student successes and contributing to their journeys.)

---
Harshita: Thanks so much for your time, Rohan! Your insights are incredibly valuable, and I appreciate you
sharing your experiences.

Rohan: Thank you! It was great talking with you. I hope the insights help shape a better experience for current
students!

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INTERVIEW 4- PERSONNA: PLACEMENT CELL OF ISB PERSONA

Who was the interviewee?

Abhay Choudhary. 24 years old, male, MBA student. Director of student placement body; strategic,
organized, and efficient. Oversees placement activities, manages alumni-student interactions, and balances
his own placement prep with leadership duties.

Why was Abhay selected?

Abhay, as the director of the student placement body, plays a pivotal role in managing the placement
process for the entire batch. His insights into the operational challenges of managing student-alumni
interactions, ensuring fairness, and tracking progress are essential to improving the overall efficiency of the
placement system. He represents the administrative perspective of placement logistics, making his
feedback invaluable.

Interview Transcript with labelled responses

Harshita: Hi Abhay! Thanks for taking the time to speak with me today. How’s everything going with the
placement preparations?

Abhay: Hi! Thanks for having me. Things are busy, as you can imagine. We’re in the thick of it, coordinating
with students and alumni, making sure everything runs smoothly for the upcoming placements.
(Quote: Abhay describes the busy environment of placement preparations.)

---
Harshita: That sounds intense! What’s your focus right now as the director of the placement cell?

Abhay: Right now, my focus is ensuring that all students are getting access to the right resources and
connections. We’re also working on matching students with alumni who can provide relevant mentorship.
It’s about making sure every student has the support they need to succeed.
(Job To Be Done: He aims to provide resources and mentorship connections for students.)

---
Harshita: Absolutely! How do you typically go about matching students with alumni?

Abhay: We have a process in place where students can express their specific needs and career goals. I try to
pair them with alumni who have relevant experience in their target industries. However, it can be challenging
to ensure that we have the right matches for everyone, especially since many students have niche interests.
(Pain: Challenges arise in ensuring appropriate matches between students and alumni.)

---
Harshita: I can see how that could be tricky! What challenges do you face in that matching process?

Abhay: One of the biggest challenges is the sheer volume of requests we get, combined with the diverse
backgrounds of our alumni. Sometimes, the timing of connections doesn’t align, and students might end up
waiting longer than they’d like for responses. We also need to ensure we’re making the best use of our alumni
network, which is vast but not always easy to navigate.
(Pain: Managing the volume of requests and diverse alumni backgrounds complicates the matching process.)

---
Harshita: That makes sense. How do you handle situations where students express frustration about the
process?

Abhay: Communication is key. I try to keep students informed about the progress of their requests. When
they express frustration, I make it a point to listen and understand their concerns. I also emphasize that we’re
doing our best to connect them with the right people, and I encourage them to remain proactive in their
search for mentorship.
(Gain: Abhay emphasizes the importance of communication and understanding student concerns.)

---
Harshita: That’s a good approach. What tools or systems do you currently use to manage the placement
process?

Abhay: We primarily use a combination of spreadsheets and a basic placement portal for tracking
interactions and progress. While it works to an extent, I’ve found it can be cumbersome. We’re looking into
more integrated solutions that would allow for real-time updates and better tracking of student-alumni
interactions.
(Pain: Current tools are cumbersome and may not effectively manage the placement process.)

---
Harshita: Sounds like you could use a more streamlined system. If you could implement one feature to
improve the current process, what would it be?

Abhay: I would love to have a more sophisticated matching system that uses algorithms to pair students with
alumni based on their specific goals, skills, and experiences. That would save us time and help ensure that
students get the most relevant connections right away.
(Gain: Abhay advocates for a more efficient matching system to enhance the process.)

---
Harshita: That would definitely make things more efficient! How do you ensure that students are prepared
when they meet with alumni?

Abhay: We provide guidelines and resources for students on how to approach these meetings. We
encourage them to come prepared with specific questions and topics they want to discuss. I also host
workshops to help students refine their pitches and understand what to expect in these interactions.
(Job To Be Done: He focuses on preparing students for effective interactions with alumni.)

---
Harshita: That’s a great initiative! How do you measure the success of the placement process for students?
Abhay: We track metrics like the number of successful placements, student satisfaction surveys, and
feedback from both students and alumni. This helps us assess where we’re succeeding and where we need
to make improvements. It’s important for us to ensure that students feel supported throughout their journey.
(Gain: Abhay uses metrics to evaluate and improve the placement process.)

---
Harshita: Thanks for sharing all of that, Abhay. What do you find most rewarding about your role in the
placement cell?

Abhay: The most rewarding part is seeing students succeed. When they land their dream jobs and come
back to share their experiences, it makes all the hard work worth it. Knowing that I played a part in helping
them achieve their goals is incredibly fulfilling.
(Gain: He finds fulfillment in witnessing student successes and contributing to their journeys.)

---
Harshita: That’s inspiring! Finally, if you could give one piece of advice to students preparing for placements,
what would it be?

Abhay: I’d say to stay proactive and engaged. Take charge of your own placement journey—reach out, ask
questions, and don’t hesitate to seek help. The more effort you put in, the better your chances of finding the
right fit for your career.
(Job To Be Done: Abhay encourages students to take initiative in their placement preparation.)

---
Harshita: Thanks so much for your time, Abhay! Your insights are invaluable, and I appreciate you sharing
your experiences.

Abhay: Thank you! It was great to chat with you. I hope my experiences can help improve the process for our
students!

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INTERVIEW 5- PERSONNA: SINGLE ROLE TARGETING STUDENT NOT AT ISB

Who was the interviewee?

Kartikeya Mandhar. 24 years old, male, second year MBA student at IIM-C. Focused on securing an
investment banking role at top firms; meticulous, driven, and deadline-oriented. 4 years of experience in
finance, aiming to enter investment banking, with strong technical and analytical skills.

Why was Kartikeya selected?

Kartikeya represents another significant student segment that is focused on securing a specific role, but
unlike Yamini, his target is in a more traditional industry—investment banking. By interviewing Kartikeya, we
aim to capture the different nuances and challenges faced by students aiming for roles in industries with
established recruitment processes. His experience sheds light on how well the current system caters to high-
pressure, high-stakes industries, where precision in feedback and timing is critical to success.

Interview Transcript with labelled responses

Harshita: Hi Kartikeya! Thanks for joining me today. How are you how’s it going?
Kartikeya: Hi! Thanks for having me. Things are a bit hectic, to be honest. I’m in the thick of preparing my CV
and gearing up for interviews, all while trying to keep up with my coursework. It feels like a lot to manage
sometimes!
(Quote: Kartikeya shares his busy schedule as he prepares for placements.)

---
Harshita: I can imagine! What role are you specifically targeting for your placements?

Kartikeya: I’m focusing on investment banking. It’s a competitive field, so I’m really trying to make my CV
stand out and prepare thoroughly for the technical interviews. It’s a bit nerve-wracking, but I’m excited about
the opportunities in that area.
(Job To Be Done: He aims to tailor his CV and prepare for interviews in investment banking.)

---
Harshita: That’s great! How do you approach tailoring your CV for investment banking?

Kartikeya: I start by researching what specific skills and experiences are most valued in investment banking.
Then, I tailor my CV to highlight relevant projects and internships. I also emphasize any analytical skills or
financial modeling experience I have. It’s a lot of work, but I want to ensure my CV reflects what recruiters are
looking for.
(Job To Be Done: He researches and highlights relevant skills for his CV.)

---
Harshita: Sounds like a solid strategy! How do you gather feedback on your CV during this process?

Kartikeya: I typically reach out to my peers for initial feedback, but the challenge is that many of them are
also targeting similar roles and might not have the specific insights I need. I also try to connect with alumni
through LinkedIn, but it can be tough to get responses quickly.
(Pain: He faces challenges in obtaining specific feedback from peers and alumni.)

---
Harshita: That’s understandable. If you could streamline the process of finding and connecting with alumni,
how would that help you?

Kartikeya: It would be a game-changer! If I had access to a platform where I could filter alumni based on
their industry experience, it would save me so much time. I could directly reach out to those who have been
in investment banking and get the specific feedback I need to refine my CV.
(Gain: He desires a streamlined platform for connecting with relevant alumni.)

---
Harshita: Absolutely! Once you get feedback, how do you usually implement it into your CV?

Kartikeya: I take detailed notes on the feedback I receive and prioritize the changes based on what seems
most important. However, sometimes I find it overwhelming to incorporate everything, especially if I get
conflicting advice from different people. I try to stay true to my style while making necessary adjustments.
(Pain: He feels overwhelmed by conflicting feedback when updating his CV.)

---
Harshita: That makes sense. What about interview preparation? How are you getting ready for that?
Kartikeya: I’ve been practicing common technical questions and going through case studies to sharpen my
analytical skills. I also try to do mock interviews with friends, but it can be challenging to simulate the
pressure of a real interview. I feel like I need more structured practice.
(Job To Be Done: He is actively preparing for technical interviews but seeks more structured resources.)

---
Harshita: That’s a good approach! If you could access more structured resources for interview prep, what
would that look like for you?

Kartikeya: I’d love to have access to a set of tailored resources—like practice questions, mock interviews
with experienced professionals, and maybe even feedback sessions. That kind of support would help me
build confidence and ensure I’m fully prepared when the time comes.
(Gain: He seeks tailored resources and mock interviews to enhance his preparation.)

---
Harshita: I can see how that would be tough. If there was one thing you could change about your current
situation, what would it be?

Kartikeya: I’d love to have more opportunities to connect with industry professionals, whether through
networking events or mentorship programs. Having a clear path to access those connections would make a
huge difference in my preparation.
(Pain: He wishes for more opportunities to connect with industry professionals for better preparation.)

---

Harshita: Thanks so much for your time, Kartikeya! Your insights are incredibly valuable, and I appreciate you
sharing your experiences.

Kartikeya: Thank you! It was great talking to you. I hope my experiences help highlight some of the challenges
students face in the placement process.

AFFINITY MAP

Feedback Connection Issues Tailored Insights Support and

Challenges Mentorship
Difficulty obtaining Inconsistent Ability to choose Effective connections
specific, relevant connections with alumni based on with mentors lead to
feedback on CVs. alumni and mentors. relevant experience. increased confidence.
Generic feedback Limited access to Desire for feedback The rewarding
from peers who lack industry professionals that is specific to the experience of helping
industry-specific for guidance. industry and roles others fosters a
knowledge. targeted. supportive
community.
Delays in receiving Managing multiple Access to tailored Expands the
feedback, especially CVs for different roles resources for community of the
close to deadlines. can be overwhelming. interview preparation. school and fosters
relationships between
alum-students.