Leveraging the Wizard of Oz Method for Stimulating Design: Benefits and Challenges From an Application Case Study

Baudoux, Gaëlle; Gronier, Guillaume

doi:10.1115/DETC2025-169569

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Leveraging the Wizard of Oz Method for Stimulating Design: Benefits and Challenges From an Application Case Study

Baudoux, Gaëlle; Gronier, Guillaume

2025 • In Proceedings of ASME 2025 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference - 37th International Conference on Design Theory and Methodology (DTM)

Peer reviewed

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https://hdl.handle.net/2268/331247

DOI
10.1115/DETC2025-169569

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Keywords :

Method; Simulation; Wizard of Oz; Testing and evaluation; Design Stimuli

Abstract :

[en] This paper presents a comprehensive understanding of the use of the Wizard of Oz (WOz) method for studying emerging de- sign tools. This method involves hidden human "wizards" simulating the functionalities of an undeveloped technology without the user’s knowledge, making it a valuable method for assessing technologies that are not yet mature or are too resource-demanding. Although WOz has been widely used in fields like human-robot interaction and autonomous vehicles, its application in design research is relatively novel. Through a case study aimed at stimulating design ideas generation, we applied the WOz method to simulate an AI design assistant based on designer’s sketches during 17 one-and-a-half-hour design sessions. We evaluated the success of this WOz simulation, and the results showed exemplary performance by the wizards in both time management and content creation, along with a strongly positive designer perception of the simulation, and a rich data collection to inform research analysis. The WOz method offers two major advantages: versatility across domains and tasks, and cost-effectiveness. However, it also presents challenges, including the workload on wizards and ethical concerns. We conclude with three key axes of recommendations for implementing WOz in design settings: training wizards for feasibility, clearly defining simulated functionalities and experimental protocols, and ensuring system credibility. These insights will support future design research anticipating techno- logical advancements to study emerging tools.

Disciplines :

Architecture
Theoretical & cognitive psychology
Computer science

Author, co-author :

Baudoux, Gaëlle ; Université de Liège - ULiège > Département ArGEnCo > Lucid - Lab for User Cognition & Innovative Design

Gronier, Guillaume; LIST - Luxembourg Institute of Science and Technology

Language :

English

Title :

Leveraging the Wizard of Oz Method for Stimulating Design: Benefits and Challenges From an Application Case Study

Publication date :

2025

Event name :

ASME 2025 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference - 37th International Conference on Design Theory and Methodology (DTM)

Event date :

17/08/2025

Audience :

International

Main work title :

Proceedings of ASME 2025 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference - 37th International Conference on Design Theory and Methodology (DTM)

Publisher :

ASME, United States

Peer review/Selection committee :

Peer reviewed

Available on ORBi :

since 29 April 2025

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