Full-service UX research + continuous experience evaluation

Human evidence, built into the production loop.

OARUX helps teams understand customers, make better product decisions, and measure whether users achieve their desired outcome.

Our Agent UX Evals and Critical User Journey (CUJ) Evals keep that evidence working across design, build, and production.

See the operating model

What sets OARUX apart.

25 years of enterprise UX research leadership at the frontiers of technology: tackling hard problems at scale, navigating ambiguity, and continually innovating across research and product.

OARUX helps product and UX leaders align teams around measurable customer outcomes, so research, product, design, engineering, and evaluation work toward the same definition of success.

Meet OARUX founder Andy Hay

The outcome gap

Data collection capabilities have accelerated exponentially; outcome quality has not.

Evidence velocity is outrunning decision velocity.

AI accelerates output across every product function. Customer evidence is being collected faster and at greater volume than ever, but turning that evidence into product change remains manual. Findings are translated into recommendations, handed to design, shipped to production, and then judged through slow, indirect feedback. Teams are left to determine whether the change fixed the observed case, generalized to cases like it, or introduced regressions elsewhere.

Meanwhile, the original findings remain trapped in a report: a snapshot in time that recedes from view as the product changes.

A quickly expanding knowledge base is only as good as what you do with it.

Don't just collect information – synthesize customer insights into testable assertions. That is how you turn a static repository into a launchpad for dynamic learning.

Stored knowledge ages quickly. Applied knowledge stays fresh.

Products move, teams change, and findings age. Critical customer knowledge needs a durable place in delivery and measurement.

Every team has its own numbers.

Each function tracks different, often disconnected, measures of success. Customer outcomes are the shared language that brings them all into alignment.

Define and measure customer outcomes.

OARUX puts research into the design, build, test, and production loop, where new evidence continuously defines and measures success.

The operating loop

Research belongs inside the production loop.

Human evidence becomes a customer outcome. The outcome becomes an eval. Teams design, build, and ship against it. Production evidence and business signal come back around and challenge the definition again.

The OARUX operating loop A horizontal figure-eight ribbon, tilted as if lying on a surface seen from above, labeled Definition on the left lobe and Production on the right. One callout bubble floats above the active point on the ribbon, connected to it by a leader line, naming that step and describing it. The left lobe defines: research, customer outcome, eval. The right lobe delivers and measures: design and build, production evidence, business signal. Both pass through one shared contract – a definition of customer success stated well enough to test. Definition Production 1 2 3 4 5 6

01 Research

Behavior, expectations, and experience

New evidence continually challenges and improves the definition.
Research compounds

Validated customer knowledge is retained as an operating asset rather than decaying inside reports.

Teams stay aligned

Everyone builds against the same customer outcome instead of translating separate research, design and engineering interpretations.

Quality becomes visible

Customer experience can be evaluated repeatedly across design, development and production.

Get a detailed walkthrough of the method

Continuous evidence about your customer experience

Make customer outcomes testable.

Six moves that connect what people experience to the way products are defined, built, monitored, and improved.

01 / 06

Move 01, Research

Research

Behavior, expectations, and experience

Research reveals what people try to achieve, how they understand the system, and where confidence breaks.

Outcome
SUCCESS CRITERIAFAILURE CRITERIA

Explicit criteria, pass and fail

Human-grounded findings are translated into experience outcomes that every member of the product team can judge as passing or failing, consistently.

Eval

Instrumented measurement

Experience outcomes become tests that pass or fail in a build, and are continuously measurable in production observability tooling.

Design and build

Tested in build and in production

Human-grounded experience measures become repeatable quality checks that measure progress and regression, not findings in a document that gather dust.

Production evidence
WHATFlow ended
WHYNext step unclear

WHY sits beside WHAT

Behavioral analytics show the event. Human-grounded evaluation adds the reason it matters.

Business signal

Frequency of WHY maps to business KPIs

Recurring experience failures connect to completion, effort, adoption, retention, and commercial outcomes.

Full-service UX research

One research partner. From questions to outcomes.

OARUX solves complex research challenges across methods, products, and audiences, then turns the resulting customer understanding into measurable outcomes and continuous evaluation systems teams can use across design, delivery, and production.

Signature offerings

Agent UX Evals

Define what useful, understandable, and valuable agent behavior means to users, then continuously measure whether the experience delivers those qualities across successive builds, and in production.

CUJ Evals

Turn a Critical User Journey into a continuous evaluation system spanning interfaces, messages, tools, and channels. Identify where and why experience quality changes, then connect those changes to customer and business metrics.

Supporting research capabilities

Strategic consulting

Flexible research support

Research recruiting

Quantitative survey research

Audience tracking

Qualitative research

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People we research

Specialists, administrators, builders and everyone else.

IT professionals

Developers

Data professionals

Platform users

Consumers

Gamers

New audiences

Your customers

Founder-led, expert-staffed

Decades working at the frontier of enterprise technology research.

Andy Hay, founder of OARUX

Andy Hay founded OARUX after 25 years leading research at the frontiers of complex enterprise technology. As co-founder and managing partner of a specialist UX research company, he helped grow it from two to more than 100 people serving seven of the world's ten largest technology companies. To meet the demands of his hands-on work with clients building multibillion-dollar platforms, Andy conceived and led much of the company's innovation, continually expanding the research practice around the problems clients needed to solve. He built specialized teams and capabilities across qualitative and quantitative research, research operations, cloud operations, software and product development, IT, and research labs.

Andy's client work spanned first-generation cloud platforms; data, analytics, and BI platforms; ML and AI platforms and assistants; AR/VR and wearable technologies; developer tools; and enterprise business applications.

Earlier in his career, Andy led UX research for Microsoft.com and within Microsoft's Server and Tools division. He also holds patents for work in security and trusted computing.

After 17 years as co-founder, Andy chose to exit the business in connection with its acquisition and pursue a new conviction: AI is multiplying the speed and volume of insights, designs, code, and features without producing a corresponding lift in customer outcomes. He created OARUX to close that gap.

OARUX utilizes experienced talent across all areas of research and research operations.

View Andy's LinkedIn profile

Find out how OARUX can help your team.

Bring an agent, Critical User Journey, research challenge, or product decision. We'll identify where customer evidence could become a testable outcome and privately walk you through the relevant OARUX approach.

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