The problem: Michelin wanted to create an online version of their famous guides. Time delay was very short, two weeks, and there wasn't much information about users so it was necessary to work from a set of assumptions. The crux of the project was how to handle the coexistence of high-end Michelin-starred restaurants with other non-starred ones.
1. Understanding the problem space through the brand strategy point of view and attempt to map it to assumed user's expectations
2. Taxonomy of restaurants: star system, classification, presentation, search system
3. Exploring possible solutions, prototyping solutions for digital channels (web, mobile) via wireframes of increasing fidelity
Very fast process, the most pressing difficulty was low awareness of users and their needs, so a lot had to be assumed. This highlights the problems associated with the practice of pitching without much information about users and their needs. Nevertheless the final result was a believable solution and a good starting point for future work.