Wizard of Oz is a testing method where users interact with what seems like a working app, but the responses are actually manually controlled behind the scenes to simulate functionality.
Why It Matters
- Validates key features before any code is written, saving time and money.
- Quickly tests product-market fit without building full functionality.
- Helps collect real user feedback on interaction flow and expectations.
- Allows fast pivots based on what users actually do, not what they say.
- Reduces risk in early-stage development by focusing on real-world usability.
Use This Term When...
- You’re testing ideas during the MVP or pre-MVP phase.
- You want to simulate a feature (e.g., chatbot or recommendation engine) before developing it.
- During user testing where speed and realism are needed without full backend setup.
- Exploring feature desirability before committing resources.
- Planning lean UX experiments and validation sprints.
Real-World Example
In one of our projects, we used a Wizard of Oz approach to simulate an AI-driven feature by manually handling responses behind the scenes. This allowed us to validate user interest and gather feedback before investing in full automation.
Founder Insight
Founders often assume they need to build everything to test it. But Wizard of Oz lets you “fake” complex features — and if users don’t love it when it’s fake, they won’t use it when it’s real.
Key Metrics / Concepts
- Feature Validation Rate – How often users engage with the simulated feature.
- User Expectation Gap – Insights on what users think the system can do.
- Feedback Accuracy – Quality of input received from natural, real-time interaction.
- Test-to-Build Ratio – How much of the product was tested before writing code.
Tools & Technologies
- Figma / InVision – For clickable prototypes that simulate interactions.
- Typeform / Google Forms – Used as fake UIs for guided flows.
- Live Chat Tools – Simulate chatbots with humans responding in real time.
- Remote Testing Platforms – Record sessions to analyse reactions and behaviour.
What’s Next / Future Trends
Wizard of Oz testing is merging with AI, where simulated features feel increasingly real. Expect faster no-code prototypes, deeper behavioural insights, and smarter automation in early product validation.
Related Terms
Prototype – Often used alongside Wizard of Oz testing.
MVP (Minimum Viable Product) – Wizard of Oz helps define what should go into it.
UX Testing – A key context for this simulation method.
Lean UX – Emphasises quick validation over full builds.
User Interviews – Often paired to gather feedback after testing.
Helpful Videos / Articles / Pages
Blog: The MVP-as-Experiment Guide: How to Test, Validate & Launch Smarter
Blog: The Importance of User Testing and Validation
Call to Action
Want to test your app idea before investing in development? Let’s explore Wizard of Oz testing together — book a session to validate your next big feature with real users.