Learn how to conduct effective qualitative usability testing to dramatically improve your software products in this 54-minute conference talk from NDC Oslo 2025. Discover why customers never use technology the way developers expect them to, and explore practical methods to uncover user behavior patterns before building or launching your product. Master the distinction between 'user testing' and 'usability testing' while gaining access to the same secrets that UX researchers use to transform good websites and software projects into great ones. Explore specific techniques, optimal timing strategies, and essential tools for conducting cost-effective usability research that can quickly and affordably enhance your development process. Understand how to leverage this powerful UX research method to build better products by identifying potential user issues early in the development cycle.