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This paper presents an action research study of a Danish software development company's efforts to develop software with a high degree of usability. The company started a department mainly focused at improving the user experience of their product, and this paper outlines the most important issues related to the integration of this department in the company. The themes were related to the formal procedures in the company, prioritizing the usability issues in relation to development issues, feedback from the human factors team to the developers and issues related to the future success of the human factors team.