Download Safari Books Online apps: Apple iOS | Android

Entire Site

Safari Books Online

    Free Trial

    Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.


    Cover
    Title
    Dedication
    Contents
    INTRODUCTION
    01. A/B Testing
    02. AEIOU
    03. Affinity Diagramming
    04. Artifact Analysis
    05. Automated Remote Research
    06. Behavioral Mapping
    07. Bodystorming
    08. Brainstorm Graphic Organizers
    09. Business Origami
    10. Card Sorting
    11. Case Studies
    12. Cognitive Mapping
    13. Cognitive Walkthrough
    14. Collage
    15. Competitive Testing
    16. Concept Mapping
    17. Content Analysis
    18. Content Inventory & Audit
    19. Contextual Design
    20. Contextual Inquiry
    21. Creative Toolkits
    22. Critical Incident Technique
    23. Crowdsourcing
    24. Cultural Probes
    25. Customer Experience Audit
    26. Design Charette
    27. Design Ethnography
    28. Design Workshops
    29. Desirability Testing
    30. Diary Studies
    31. Directed Storytelling
    32. Elito Method
    33. Ergonomic Analysis
    34. Evaluative Research
    35. Evidence-based Design
    36. Experience Prototyping
    37. Experience Sampling Method
    38. Experiments
    39. Exploratory Research
    40. Eyetracking
    41. Flexible Modeling
    42. Fly-on-the-Wall Observation
    43. Focus Groups
    44. Generative Research
    45. Graffiti Walls
    46. Heuristic Evaluation
    47. Image Boards
    48. Interviews
    49. KJ Technique
    50. Kano Analysis
    51. Key Performance Indicators
    52. Laddering
    53. Literature Reviews
    54. The Love Letter & the Breakup Letter
    55. Mental Model Diagrams
    56. Mind Mapping
    57. Observation
    58. Parallel Prototyping
    59. Participant Observation
    60. Participatory Action Research (PAR)
    61. Participatory Design
    62. Personal Inventories
    63. Personas
    64. Photo Studies
    65. Picture Cards
    66. Prototyping
    67. Questionnaires
    68. Rapid Iterative Testing & Evaluation (RITE)
    69. Remote Moderated Research
    70. Research Through Design
    71. Role-playing
    72. Scenario Description Swimlanes
    73. Scenarios
    74. Secondary Research
    75. Semantic Differential
    76. Shadowing
    77. Simulation Exercises
    78. Site Search Analytics
    79. Speed Dating
    80. Stakeholder Maps
    81. Stakeholder Walkthrough
    82. Storyboards
    83. Surveys
    84. Task Analysis
    85. Territory Maps
    86. Thematic Networks
    87. Think-aloud Protocol
    88. Time-aware Research
    89. Touchstone Tours
    90. Triading
    91. Triangulation
    92. Unobtrusive Measures
    93. Usability Report
    94. Usability Testing
    95. User Journey Maps
    96. Value Opportunity Analysis
    97. Web Analytics
    98. Weighted Matrix
    99. Wizard of Oz
    100. Word Clouds
    ACKNOWLEDGMENTS
    ABOUT THE AUTHORS
    • Create BookmarkCreate Bookmark
    • Create Note or TagCreate Note or Tag
    • PrintPrint
    Share this Page URL
    Help

    99. Wizard of Oz - Pg. 204

    ReseaRch MethoD 99WizardofOz In the Wizard of Oz technique, a researcher (the "wizard") simulates system responses from behind the scenes, while a participant engages with a system that appears to be real. TheWizardofOz(WOz)techniqueisamethodinwhichparticipantsareledtobelievetheyare interactingwithaworkingprototypeofasystem,butinreality,aresearcherisactingasaproxyfor thesystemfrombehindthescenes.Unseenbytheparticipant,theresearcher(i.e.,the"wizard") isabletointerceptandshapetheinteractionbetweentheparticipantandthe"system,"without havinganactualsystemupandrunning.Thegoalofthemethodistoallowtheusertoexperience aproposedproductorinterfacebeforecostlyprototypesarebuilt.Italsoprovidesaframework togaugeparticipants'opennessandwillingnesstonewwaysofdoingthings,andtoexploreand discoverboundaryconditionsforinnovativeanddisruptivetechnologies. 1 Theresearchsessionsetuprequiresthattheparticipantbeinonelocation,andtheresearcher whoplaysthe"wizard"inanother.Toaidintheprocessofpreparinganappropriate,timelysystem response,theresearchermustbeabletoobserveparticipantactivity(eitherthroughvideoor screen-sharingsoftware).Intheearlydesignphases,thewizardwillsimulatethemajorityofthe behaviorsofthesystem,andtheinsightsgatheredcanguideandinformthedesigntowardforma- tiveends.Asiterativeimprovementsaremadetotheinterface,lessandlessinterventionfromthe researcher/wizardisrequired--usuallyjustenoughtokeeptheprocessmovingandbridgethegap betweenwhatthecurrentimplementationactuallyprovides,andtheenvisionedsystem. 2 1.JohnF."Jeff"KellyfromtheIBMThomas J.WatsonResearchCenteroriginallycoined the"OZParadigm"in1980,todescribethe methodologyhedevelopedwhilecompleting hisdissertationatTheJohnsHopkinsUniversity. AsitgainedpopularityinthefieldsofHuman Factors,ExperimentalPsychology,andUsability Engineering,thenameofthemethodchanged toreflectthe1939MGMmovieThe Wizard of Oz,inwhichanordinarymanhidesbehind acurtain,andusestechnologytoconvince everyoneheisanomnipotentwizard.See: Kelly,JohnF."AnIterativeDesignMethodology forUser-FriendlyNaturalLanguageOffice InformationApplications."ACM Transactions on Office Information Systems2,no.1(1984):26­41. 2.Seenote1above.