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.

1. What
The Skewered Box Model
can you
DO with
one box
and seven
Skewers
?
Tal Florentin
UXVision | May 2012
All rights reserved to UXVision Ltd. © 2012

2. The Skewered Box Model
I design
Experiences

3. The Skewered Box Model
I wrote a
book
Sorry…

4. The Skewered Box Model
What
can you
DO with
one box
and seven
Skewers
?
All rights reserved to UXVision Ltd. © 2012

5. The Skewered Box Model
understanding
your target
AUDIENCE
key
is a
factor
on the way to a
winning
product

6. The Skewered Box Model
It’s a known
FACT:
in order to
PLAN
winning
products
…

7. The Skewered Box Model
It’s a known
FACT:
in order to
PLAN
winning
products
you have to
understand
USERS

8. The Skewered Box Model
who are
They?

9. The Skewered Box Model
they are
NOT
YOU!

10. The Skewered Box Model
Different
Methods

11. The Skewered Box Model
describing
your target
AUDIENCE
can be done by
DEMO-
GRAPHIC
SEGMEN-
TATION

12. The Skewered Box Model
describing
your target
AUDIENCE
can be done by
USER
ROLES

13. The Skewered Box Model
describing
your target
AUDIENCE
can be done by
Representative
PROFILES
AKA
PERSONAS

14. The Skewered Box Model
EVERY
target
AUDIENCE
can be described
using
3-7
PERSONAS

15. The Skewered Box Model
PERSONAS
ARE
GOOD

16. The Skewered Box Model
PERSONAS
ARE
GREAT

17. The Skewered Box Model
PERSONAS
ARE
GREAT

18. The Skewered Box Model
PERSONAS
ARE
THE
BEST

19. The Skewered Box Model
are
personas
are a product’s
Best friends
Pakistan USA Philippines

20. The Skewered Box Model
HOW MANY
FRIENDS
do you
HAVE?

21. The Skewered Box Model
99
STATISTIC
HEARD ABOUT
PERSONAS?
actually used
PERSONAS?
RULE
PERSONAS?

22. The Skewered Box Model
BUT HOW
CAN WE
MAKE
SURE
that our personas
REALLY
represent
our audience
?

23. The Skewered Box Model
we have to
FIND A
RECIPE

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

34. The Skewered Box Model
DID WE
COVER
the whole
audience
BOX

35. The Skewered Box Model
TURN THE
LIGHTS
ON

36. The Skewered Box Model
WHAT’S
NEXT?
BASIC
attributes
Gender, Age,
Profession, Education
CHARACTER
attributes
Name, Nick, Habits,
Picture
CONTEXT
attributes
Position, environment,
motivation and blockers,
usage scenarios

37. The Skewered Box Model
A step-by-step Step 1: Create a box
Guide
to create
your own
skewered
BOX

38. The Skewered Box Model
A step-by-step Step 2: Eliminate 3 sides
Guide
to create
your own
skewered
BOX

39. The Skewered Box Model
A step-by-step Step 3: Define 3 dimensions
Guide
to create
your own
skewered
BOX

40. The Skewered Box Model
A step-by-step Step 3: Define 3 dimensions
Guide
to create
your own
skewered
BOX

41. The Skewered Box Model
A step-by-step Step 3: Define 3 dimensions
Guide
to create
your own
skewered
BOX

42. The Skewered Box Model
A step-by-step Step 3: Define 3 dimensions
Guide
to create
your own
skewered
BOX

43. The Skewered Box Model
A step-by-step Step 3: Define 3 dimensions
Guide
to create
your own
skewered Exit 1
BOX
Exit 2 Entry

44. The Skewered Box Model
A step-by-step Step 4: Pin your Persona
Guide
to create
your own
skewered
BOX Exit Here Enter Here

45. The Skewered Box Model
A step-by-step Step 5: Check Coverage
Guide
to create
your own
skewered
BOX

46. The Skewered Box Model
Never
Think
out of the
BOX
Thank you.
Tal Florentin
tal@uxvision.net