What happens when one of Europe’s most seasoned UX researcher admits that his “obvious wins” sometimes flop? In this episode, Karl Gilis and André dig into the uncomfortable gap between what teams think users do and what real people actually struggle with.

Karl shares surprising stories from 25+ years in the field: petrol-station websites gone wrong, A/B tests that humbled him, and insights that reshaped companies for a decade. A sharp, honest look beneath the surface of optimization and a reminder to dig deeper.

Karl talks about:

• Why analytics can tell you what happened, but never why

• How small overlooked “zipper-open moments” destroy trust

• Why unmoderated user tests miss the real gold

• What teams consistently misunderstand about customer motivation

• How big insights often come from one confused customer, not big data