Behavior, expectations and experience
Research reveals what people try to achieve, how they understand the system, and where confidence breaks.
Full-service UX research company
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 in build and production.
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
SUCCESS CRITERIAFAILURE CRITERIA
Explicit criteria, pass and fail
Human-grounded findings are translated into experience outcomes that can be explicitly and objectively judged as passing or failing by all members of the product team.
Instrumented Measurement
Experience outcomes become tests that pass or fail in a build, and are continuously measurable in production observability tooling.
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.
WHATFlow ended
WHYNext step unclear
WHY sits beside WHAT
Behavioral analytics show the event. Human-grounded evaluation adds the reason it matters.
Frequency of WHY maps to business KPIs
Recurring experience failures connect to completion, effort, adoption, retention, and commercial outcomes.
The operating loop
Research belongs inside the production loop.
Human evidence becomes a customer outcome. The outcome becomes an eval. Teams build and ship against it. Production evidence and business signal come back around and challenge the definition again.
01 Research
Behavior, expectations and experience
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.
The outcome gap
Data collection capabilities have accelerated exponentially; outcome quality has not.
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.
Marketing, research, design, product, and engineering KPIs are unique to each department. Customer outcomes are the shared language that brings them all into alignment.
Define and measure the customer outcomes.
OARUX puts research into the build, test, and production loop, where new evidence continuously defines and measures success.
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 your teams can build and measure against.
Agent UX Evals
Define what useful, understandable, and valuable agent behavior means to real users, then continuously measure whether the experience delivers it across build and production.
CUJ Evals
Turn a Critical User Journey into a continuous outcome measurement system that evaluates the experience across interfaces, messages, tools, and channels, and quantifies why customer and business outcomes improve or deteriorate.
Strategic consulting
Strategic consulting
Hands-on build support for research competencies, physical lab build-outs, international research, and harnessing AI and automation.
Flexible research support
Flexible research support
- Fully outsourced UX support
- Augmented UX when you need it
- Specialist research ownership or support
- Project and team staffing
Research recruiting
Research recruiting
- Screener development and design
- Sourcing and recruiting
- Scheduling and confirmation
- Incentive management
Quantitative survey research
Quantitative survey research
- Kano, conjoint and MaxDiff
- CSAT, NPS and CES
- Audience segmentation
- Custom to your needs
Audience tracking
Audience tracking
- Demand and pain maps from public and community data
- Sentiment analysis
- Brand tracking
Qualitative research
Qualitative research
- In-depth interviews and focus groups
- Usability testing, online and in person
- UX benchmarks, including competitive benchmarking
- Teardowns and diary studies
People we research
Specialists, administrators, builders and everyone else.
IT professionals
IT professionals
Including system architects, system administrators, DevOps practitioners, SREs, and adjacent roles.
Developers
Developers
Including full-stack, front-end, back-end, gaming, and emerging development specialties.
Data professionals
Data professionals
Including data engineers, data analysts, ML engineers, AI engineers, and related practitioners.
Platform users
Platform users
Including users and administrators of CRM, ERP, HRIS, productivity and other business platforms.
Consumers
Consumers
Including people using products in daily life, at work, at home, and across changing contexts.
Gamers
Gamers
Including players across platforms, formats, communities, and levels of experience.
New audiences
New audiences
Including people forming expectations around emerging technologies, products, and categories.
Your customers
Your customers
Including the people whose needs, journeys, and outcomes should define product success.
The team
Decades working at the frontier of enterprise technology research.
OARUX helps product and UX leaders align teams around measurable customer outcomes, so research, product decisions, development, and evaluation all work toward the same definition of success.
OARUX was founded by Andy Hay, a serial founder, mixed-methods researcher, builder, and innovator who has worked inside complex enterprise environments at the frontier of product development to deliver consistent value and impact in the most demanding and ambiguous product spaces. Andy started OARUX to bridge a critical gap: while AI allows teams to generate more insights, designs, code, and features, that has not yet translated into a corresponding lift in customer outcomes.
OARUX utilizes experienced talent across all areas of research and research operations, so every engagement is staffed for the question in front of it.
Find out how OARUX can help your team.
Bring the research challenge or product decision – we will help you identify the most useful place to begin.
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