The Wizard of Oz technique is a user experience research method that allows technology to be examined by using a human to analyze and use the system with another human watching the reactions. This is a technique used often to test technological concepts before they are distributed.
The method involves a researcher acting as the “wizard”, who sits in a different room and monitors what the user is experiencing. The wizard stimulates what would happen to the system’s responses in real-time.
The Wizard of Oz methodology can gather information about the user’s interaction and find out if there are problems people will have with the device, website or technique. In addition, this technique can allow researchers to investigate their products based on how well the product shows users how it can be used.
J.F. Kelley created the Wizard of Oz technique and explains that “[it is used] to describe a testing or iterative design methodology wherein an experimenter simulates the behavior of a theoretical computer application” (Wizard of Oz, 2012).
Usability Book of Knowledge explains that there are many advantages and disadvantages to the Wizard of Oz method. The technique provides rapid iterations, allows early design critiques and provides insights into users’ actions. In regards to difficulties with the Wizard of Oz method, the “wizard” needs to have significant training in order to work with the users and respond to them in credible ways.
Kelley introduced the Wizard of Oz method in 1984 to test the Human-Computer Interaction discipline. He was far beyond his time by allowing researchers the opportunity to test products and collect data while bypassing the development time and costs (Welk, 2018).
In 2017, the Willowtree conducted a study about a mobile app. The research team wanted to know if the mobile app concept would effectively increase engagement with a physical wellness product. The product designer created a few concepts of prototypes of the app the research team was looking to create. They discovered that the group that received the information from the prototype app were most likely to use it in real life. The users were more familiar with the app after participating in the study (Welk, 2018).
The tools needed to complete the Wizard of Oz method include participants, a “wizard”, the necessary images, videos, prototypes, programs and elements needed to test your product.
This method can be complicated, but if it administered correctly, the results can be very beneficial for the researchers. The Wizard of Oz method is revealing in that it will provide researchers with information about early concept testing and exploration of user preferences (Geison, 2019).
This method would be difficult to pull off for a study about the Yale School or Art website, in that you would need someone who knew the website well. The Yale School of Art website, however, is set up as a wiki page. Many people are able to see and edit the back-end of the website.
References
Welk, A. (2018, July 11). How to test a feature you haven’t built yet. Willowtree. https://willowtreeapps.com/ideas/sleight-of-hand-user-testing-with-the-wizard-of-oz-method
Geison, C. (2019, Aug. 20). What in the UX is “Wizard of Oz Testing”? https://www.answerlab.com/insights/wizard-of-oz-testing
Wizard of Oz. Usability testing tools. https://www.usabilitest.com/usabilitynet/tools-wizard
Wizard of Oz. Usability of Knowledge. https://www.usabilitybok.org/wizard-of-oz
MAGGIE PRUITT 