The Wizard of Oz experiment is a simulation experiment used to validate desirability, feasibility, and viability. It is ideally suited for learning if your solution resonates with customers. It can also be used to automate a process or validate a business. In this experiment, you manually deliver the customer experience of a product or service that appears to be driven by technology.   To prepare the Wizard of Oz experiment, you need to map out the process flow, determine what technology is needed, and then design the manual workarounds to simulate the technology. You also need to test the manual workarounds to make sure they work. To execute the experiment, you should conduct the Wizard of Oz experiment with customers, and then gather satisfaction feedback, metrics, and customer behavior.   To analyze the experiment, you should review your customer feedback, and your metrics (including how many customers purchased and where customers abandoned the process), and determine if there are any gaps where the simulated technology fell short of customer expectations. If the experience is unsatisfactory or the cost of using the simulated solution doesn’t scale, then you should consider building custom solutions.