Virgin Media Business — Pen Portraits
Summary Profiles of Different Customer Types
The Brief
Virgin Media Business aimed to develop pen portraits — succinct profiles representing different customer types. These profiles, grounded in primary research, serve as a bridge between user insights and actionable design. Unlike detailed personas, pen portraits focus on summarising key customer characteristics, including:
- Context: Why and how customers interact digitally with Virgin Media Business.
- Background: The needs and expectations shaping their decisions.
Purpose
Pen portraits are pivotal in the user-centred design process. They provide clarity and enhance collaboration between UX, visual design teams, project teams, and internal stakeholders, making everyone feel more connected and part of a unified effort.
The Solution
Six distinct customer profiles (below) emerged after conducting customer interviews with various businesses. These profiles reflect the full spectrum of characteristics Virgin Media Business will likely encounter.
1. The Potential Partner
“I want to know how good their back end system is, it has to connect to ours.”
Role
Director of a medium-sized business in cloud and internet services.
Key Needs
- Understand service levels, lead times, and ease of integration.
- Access to a technically minded representative.
Expectations
Openness to partnership and credible service quality to enhance his business’s reputation.
2. The ‘Non-Tech Savvy’ Services Manager
“I don’t understand all aspects. I want to take a look online and then speak to someone.”
Role
Services manager for a charity supporting young people.
Key Needs
- Simple service information.
- Case studies and examples to build confidence.
Expectations
Avoid technical jargon and provide tailored guidance to identify the best solution for her charity’s needs.
3. The New Small Business Owner
“I expect better customer service from a business provider.”
Role
Co-founder of a marketing and design start-up.
Key Needs
- Reliable, fast internet with excellent customer service.
- Transparency around contract terms and costs.
Expectations
Scalability to support business growth and reliability to avoid service disruptions that could harm client relationships.
4. The ‘Technically Minded’ SME Manager
“I know what we need, I want to see if they can provide it.”
Role
Technical Director of a funded start-up with a growing e-commerce app.
Key Needs
- Detailed technical specifications and intelligent conversations.
- Responsive customer service.
Expectations
A flexible, reliable, and secure solution to support rapid business growth.
5. The Dedicated IT Manager
“I don’t want changing providers to be disruptive.”
Role
IT Manager for an adult education provider with multiple UK locations.
Key Needs
- Clear service-level agreements (SLAs) and accreditations.
- Minimal disruption during provider transitions.
Expectations
Robust hosting solutions to ensure service continuity and preserve institutional credibility.
6. The ‘Hidden’ Persuader
“I need to see the technical specs.”
Role
External IT consultant advising diverse commercial clients.
Key Needs
- Accurate, up-to-date technical specs.
- Insights into industry trends to maintain expertise.
Expectations
Timely and credible information to enhance her consultancy reputation and provide informed client recommendations.
The Result
The pen portraits provided Virgin Media Business with a deeper understanding of their customer base, enabling:
- Targeted communication and product offerings.
- Enhanced collaboration between UX and project teams.
- A user-centred foundation for design and development decisions.
… and strengthened Virgin Media Business’s ability to connect authentically with its diverse audience by focusing on real customer needs and expectations.
