In the fast-paced world of technology, where customer needs constantly evolve, individuals like Christian Baverstock really know how to make a difference. As the Director of Experience and Service Design at OneOneAdvanced, Christian has been pivotal in steering some of the company's customer-centric initiatives. So during a recent conversation with him we were keen to explore the insights Christian has picked up over his 13 years at OneAdvanced - and his thoughts on where user experience might be going in the years to come.
Can you throw some light on your journey at OneAdvanced?
I've been a part of OneAdvanced for over a decade. Initially, my journey began in the health and care sector of the business. However, as time went on, I ventured into new realms of the company. Throughout my tenure, I had the privilege of collaborating with exceptional leaders who recognised my passion and gave me opportunities to explore my areas of interest. I learned about various sectors, expanded my expertise, and gained experience working with different technologies. This, in turn, has enabled me to take on new challenges, leading me to my current role as the Director of Experience and Service Design, deepening my dedication to OneAdvanced.
How has the software landscape changed during your time at OneAdvanced?
Reflecting on my 13-year journey in OneAdvanced, I've observed a significant shift in the landscape of business software. When I first started, business software was rather mundane, often dressed in the prevalent ‘battleship grey'. It was not intended to be intuitive or engaging, but merely functional.
However, the companies that began to thrive were those that deviated from the norm, drawing valuable insights from the consumer market to create software that was not only functional but also user-friendly. Today, the expectation is for software to be not only robust and efficient but also enjoyable to use. Just like with a banking app or any other application on your phone or computer, if it does not meet your expectations, you simply find an alternative that does.
We've seen AI playing a crucial role in this transformation. Its rapid development over the past few years is nothing short of astounding, and it's clearly here to stay. However, we must not lose sight of our core mission: solving customer problems. We've witnessed a lot of AI products launched in the market with the aim of being first in the race rather than creating a meaningful solution. If the product does not solve a problem, it will quickly be discarded, regardless of whether it boasts AI capabilities.
What does innovation mean to you?
In my view, true innovation is about anticipating and addressing the next big customer problem before anyone else. It involves staying ahead, comprehending the customer's journey, and devising solutions that not only cater to their present needs but also identify and effectively address future challenges.
Airbnb and Uber are two disruptive companies that exemplify this. Instead of just inventing something new, they address problems that customers are not even aware of. They tapped into unmet market needs by offering an app-based taxi service and a more affordable alternative to traditional hotels. These ideas were transformative because they solved problems people did not even realise they had.
What is your perspective on User Experience (UX) and why does it interest you?
I'm deeply interested in how technology either aids or impedes our lives.
UX comes into play when software becomes frustrating or annoying, indicating gaps in the user’s journey. My role is to understand the user base of the software, work with product and engineering teams to iteratively improve upon the design, and perhaps conduct user research. This constant cycle of learning, understanding, and enhancing software to better serve its users is why UX fascinates me. It's not just about making technology work; it's about powering the world of work for people in the most efficient and enjoyable way possible.
What is your team’s main goal when creating UX experiences for OneAdvanced software solutions?
My team and I invest considerable effort in user experience (UX) design, but our focus extends beyond the product interface. We also work on accessibility engineering to ensure inclusive design. Our efforts are directed towards creating software that is easy to read and navigate, catering to individuals with motor or visual impairments.
Additionally, we prioritise visual design, aligning it with our company's brand and marketing strategy. This involves consistent use of colours, fonts, and language. Part of my team’s role is to maintain the consistency and ensure our tone of voice, uniformity of copy and documentation all stays aligned to the OneAdvanced brand. All these elements are meticulously woven together, reflecting our unwavering commitment to enhancing the UX, championing accessibility, and creating an outstanding user experience.
Can you elaborate on the process of product improvement at OneAdvanced?
Our product improvement process at OneAdvanced is a unique blend of customer-driven enhancements and internal innovation. We strike a delicate balance where around half of our improvements are based on usage, feedback we receive directly from our customers, while the other half is drawn from internal observations and proactive ideation on how we can enhance our products further aligned to our customers most pressing problems.
What is the prime challenge faced by the Health and Care sector?
The health and care sectors are currently grappling with significant obstacles that hinder their daily operations. The primary challenge lies in the administrative workload. Doctors, practice managers, and NHS staff are increasingly burdened by time-consuming tasks, such as reviewing and filling out documents, which leaves them with less time to perform essential roles in caregiving and patient interaction.
This presents a unique opportunity for AI intervention. For example, by automating coding or summarising documents, AI has the potential to greatly enhance patient outcomes and significantly reduce the administrative burden on healthcare professionals. This, in turn, would free up more of their time to concentrate on their primary role of providing care to patients and improving overall health outcomes. Again, AI is not a silver bullet here, with a genuine understanding of customer problems being paramount.
Which of your projects are you most proud of?
One project that I take great pride in is the revamping our design. It plays a crucial role in bringing together diverse engineering and product teams, fostering collaboration, and promoting a unified approach to implementing user interfaces and delivering seamless experiences.
Let me illustrate this with an example from Microsoft. As you transition from Word to PowerPoint to Excel, you experience a sense of familiarity throughout. Despite the changes in branding, such as the use of different colours like blue, red, and green, you seamlessly adapt. Once you are familiar with Word, navigating through PowerPoint becomes intuitive. The ribbon, the layout - everything feels familiar. This is the power that a design system offers: a shared, consistent, and intuitive user experience.
Thank you to Christian for his insights and commitment to our customer’s user experience. Coming soon… watch out for further conversations from our team.
