Testing Methods
Wizard of Oz
Wizard of Oz gives teams a repeatable qualitative research practice. It keeps everyone aligned around planning & analysis by helping you test user environment, system usability, rapid prototyping of a new product, and obtain feedback for UX improvements. Grounded in testing methods, the method turns insight into tangible next steps.
Goal
Planning & Analysis
Group
Qualitative Research
Users
Direct User Involvement
Overview
The Wizard of Oz technique is a usability testing method where researchers simulate system responses, giving the appearance that the system is fully functional when it is not. By controlling interactions behind the scenes, researchers can explore user reactions, test concepts, and validate interactions without fully developing the technology. The Wizard of Oz method is used in interaction design, prototyping, and human-computer interaction research, where early validation and user insights guide design and innovation.
Step-by-Step Procedure
10 steps to complete
1
Planning and Objective Setting
Identify the goals and objectives of the study, determine the target users and the specific aspects of the user experience you want to investigate.
2
Designing the Interface Prototype
Create a low-fidelity, functional prototype of the desired interface or product you want to test. This could be as simple as a paper-based prototype or a mock-up on a digital platform.
3
Selecting the Wizard
Choose a person or a team that will act as the 'Wizard.' Their role is to simulate the functionality of the system or interface, responding to the user's interactions behind-the-scenes.
4
Preparing the Test Environment
Set up a controlled test environment where the user will interact with the prototype. This can be in a lab or in a place that allows the Wizard to remain unseen by the user during the test.
5
Testing the Setup
Conduct a few dry runs to ensure that the Wizard and the prototype function smoothly together, and that the user experience will be as realistic as possible in the context of the test.
6
Recruiting Participants
Select and recruit participants that represent your target user group. Brief them about the study, confidentiality, and any compensation they will receive for their time.
7
Conducting the Test Sessions
Have the participants interact with the prototype, complete tasks, and provide feedback while being observed by the researcher and Wizard. The Wizard simulates the system's functionality and responds to the user's actions.
8
Collecting Data
Gather qualitative and quantitative data, such as task completion rates, error rates, feedback, and time taken. Use methods like observation, interviews, and think-aloud protocol to understand the user's experience and emotions during the test.
9
Analyzing and Reporting Results
Analyze the data collected to uncover any trends, patterns, and areas of improvement. Summarize the findings and provide recommendations or potential design changes to address issues faced by users during the test.
10
Iterating and Retesting
Make adjustments to the interface based on the findings and recommendations, and repeat the Wizard of Oz process if necessary to ensure that the changes have addressed the issues and improved the user experience.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Testing Scenario Script
A detailed script outlining the various steps and interactions a user will experience during the testing session, including instructions for the researcher performing the 'wizard' role.
Setup and Environment Guide
A structured guide for setting up the testing environment, including the arrangement of physical elements and technology, as well as tips for making the experience as realistic and seamless as possible.
Participant Recruitment Plan
A strategy for identifying and recruiting target users who fit the desired profile for the Wizard of Oz testing, which may include aspects such as demographics, experience, and usage habits.
Informed Consent Form
A document that outlines the details of the testing process and what participants can expect, ensuring they are aware of the Wizard of Oz technique and willingly agree to participate in the study.
Task Prompt List
A list of tasks or goals that users will be asked to complete during the testing session, designed to explore various aspects of the proposed system or interface.
Data Collection Templates
Customizable forms or spreadsheets for capturing various types of data during the testing session, such as user input, errors, task completion times, and subjective feedback.
Debrief Interview Guide
A set of open-ended questions for participants to reflect on their experience during the testing session, focusing on aspects such as usability, perceived system performance, and areas for improvement.
Post-Test Observations and Insights
A report summarizing the findings from the Wizard of Oz testing process, including patterns and trends in the data, as well as recommendations for design changes and future research.
Video Recording Setup
A setup guide for recording the testing sessions, including camera placement and audio setup, to ensure the documentation of both participant interactions and the 'wizard' intervention.
Data Analysis Plan
A strategy for analyzing the collected data, including quantitative metrics and qualitative insights, to identify patterns and trends related to user behavior, preferences, and needs.
Related
Explore Similar Methods
Discover research techniques that complement Wizard of Oz and enhance your UX toolkit.
