Knowledge: we have supposed this user gets to know about the Farm School through word of mouth (friends, parents, previous students) or referred by college/school or referred by job/career advice centres or wall advertisements(garden stores, library) or social media or meet-ups events.
Context: we have supposed the user discovers about the Farm school while he's on the web on his mobile phone at home, or he's in a cafe', or on the bus; at home while he's researching opportunities on the computer; after school programs and activities; at the library or job centre; while on holiday with friends.
Problems:the user could be facing the difficulty to find a job, he could feel demotivated, have negative thoughts, have no work experience, he could be confused about his career, about what to do in the future, he could be psychological stuck due to depression or mental illness, there could be a lack of advice/guidance, a lack of funds.
Motivation: while there could be several motivations we need to focus only to the one we think is the most important and keep this in mind while we think to the customer journey and design the website – we choose the need to improve on something.