Co-creation for a B2B startup

Company Information

Granularity enables retailers to stay ahead of viral trends with an AI platform that predicts social media and search trends. Granularity's work was recently featured in the Toronto Star and it has been named the top supply chain startup in Toronto.

The Why

The team at Granularity, led by Tali Remennik has been an advocate of getting user feedback since inception of the company. For Granularity, the goal of getting feedback has been to 1) stay close to the market and the topics that are top-of-mind for leaders in the space, and 2) to truly understand the pain-points of demand planners and merchandisers and identify the areas that the Granularity product can solve.

User Research at Granularity

To date, the team at Granularity has met with over 100 demand planners, merchandisers, and marketers in the consumer services space. Because it is a niche vertical focus, they leveraged Lightster to source and schedule interviews with leaders in the space. Interviews included questions about how buying decisions are made and what data is used to support it, and also a walkthrough of the platform and questions to gather feedback on the key features of the platform.

Even before the product was built, the Granularity team conducted customer interviews to understand what insights their target audience wanted to get from their data in order to support decision-making. The team acted as consultants initially, and tried to create solutions using available tools stitched together to "mock" the real product. At the same time, the learnings from working closely with the customer this way was communicated to the product team, allowing them to iterate with tangible evidence. This has allowed them to continuously keep these audience engaged in the process on a continuous process and essentially co-create the ideal solution together with the team. 

The Result

Through conducting continuous discovery and feedback sessions with their target audience, the Granularity team has been able to gain key insights to make product decisions and also sign-up pilot customers. Lightster has allowed the team to schedule these interviews faster, and with a higher chance of success.