The document describes a method for creating representative personas to understand a target audience using a "Skewered Box Model". The model involves defining the three most dominant parameters to segment the audience, setting a scale for each, and then plotting representative personas across the scales. This helps ensure the personas fully represent the audience's diversity. The personas are then given additional attributes to bring them to life. The skewered box model provides a systematic way to capture an audience in a three-dimensional space to inform product planning and design.
24. The Skewered Box Model
THIS IS
WHERE
A BOX
and seven
SKEWERS
MAY
become
HANDY
25. The Skewered Box Model
Let's plan a
WEBSITE
for a
MEDICAL
SERVCES
CENTER
26. The Skewered Box Model
the box is
YOUR
PRODUCT’s
MICRO-
cosmos
A BOX HAS
THREE
DIMENSIONS
27. The Skewered Box Model
step one
DEFINE
the three Age
MOST
DOMINANT
parameters Marital Status
to find the box
THAT FITS
your audience
Health Status
28. The Skewered Box Model
step two
MARITAL STATUS
set a scale - Single
FOR EACH - Just Married, no children
- Married + first pregnancy
AXIS -
-
-
Married + young children
Divorced + older children
Married + old parents
29. The Skewered Box Model
step two
AGE
set a scale - 18-24
FOR EACH - 25-34
- 35-44
AXIS -
-
-
45-54
55-64
65-74
- 75+
30. The Skewered Box Model
step two
HEALTH STATUS
set a scale - Completely healthy
FOR EACH -
-
Temporary issue
Repeated issue
AXIS -
-
-
Chronic illness/disability
Hypochondriac
Premenopause
- Old age
31. The Skewered Box Model
step three
START TO
SKEWER
JEFF
32
Just Married
32
Suffers from
backache
32. The Skewered Box Model
step three
START TO
SKEWER
Rachel
55
Married +
Old Parents
Chronic illness
33. The Skewered Box Model
step three
GO ON AND
GET THE BOX
skewered