Development That Delivers: How FieldReveal Develops With Purpose
Insights from Zach Locy, VP Product Development at FieldReveal
Development is the foundation of everything we do at FieldReveal. It drives our growth, shapes our services, and supports ag retailers, agronomists, and their growers as they work to improve performance year after year.
FieldReveal develops products differently because of its unique ownership model. The close partnership with users and disciplined development process are focused on one goal: delivering practical, measurable value to ag retail.
Development Starts at the Core of Who We Are: Built By Ag Retail, For Ag Retail
Development at FieldReveal starts with who we are. We are built by ag retail and for ag retail, which means our ownership model directly shapes how and why we build.
As Zach Locy, VP Product Development, explains, “We’re owned by our users, so we build tools to meet their needs. We are not developing products to impress investors or chase rapid growth. Instead, we are accountable to the agronomists, samplers, dispatchers, and retailers who rely on our platform every day.”
That accountability creates a different kind of discipline. Because FieldReveal is focused on sustainable growth and long-term partnerships, every feature that is prioritized must solve a real operational challenge and deliver practical value to the people using it.
Our Users Shape What Gets Built
Our users play a direct role in shaping what is built because development starts with their everyday experiences. Ideas often come from simple feedback through phone calls, texts, or recurring support questions, and those insights directly guide what we develop.
“Our users are the ones that own us; they’re the ones that use our tools,” Zach explains. “We have many meetings with our customers focusing solely on software development. This feedback guides our development priorities and helps us focus on what matters most."
As Zach says, “One of the biggest developments that we are always working to improve is speed. We are trying to let the agronomist in the office or the dispatcher spend less time on their computer and more time doing what they need to be doing in the field.”
Every decision we make is based on providing real, practical value. Ultimately, our users are at the heart of everything we do.
The Development Process
Every feature at FieldReveal starts with an idea, whether from a user or from our own observations based on common feedback through phone calls or texts. From there, we define the problem, consider how changes might impact other parts of the system, and clarify requirements to ensure the solution works in practice. We estimate the efforts required and prioritize features based on timing and the number of users it will benefit.
Our development team works in two-week sprints, reviewing completed work, sharing successes and challenges, and discussing upcoming tasks. Developers ask questions to ensure requirements are clear, and daily communication keeps everyone aligned.
Flexibility is built into the process. If urgent issues arise during busy spring or fall seasons, we can pause, troubleshoot, and deliver fixes quickly, helping users stay on schedule. This structured yet adaptable approach allows us to turn real-world needs into practical tools that make a measurable difference for agronomists, dispatchers, and ag retailers in the field.
Purposeful Innovation
At FieldReveal, innovation is not about chasing the latest trends or buzzwords. As Zach explains, “We have a very cautious approach. We don’t just hop on the next flashy thing because it’s popular. We want to understand the practical application before we decide to build anything.” Every enhancement must deliver real, measurable value to our users. “Very rarely do we do something unless we can say this has value for our customers,” Zach says.
This focus ensures that every update and new feature directly serves the people using our tools. If it doesn’t help agronomists, dispatchers, or retailers in a meaningful way, we don’t build it. Innovation at FieldReveal is purposeful, practical, and always designed to make our users’ work easier and more effective.
“Without the customers that we have, we wouldn’t be here. It’s important to us that they feel their opinion matters and that they’re getting the tools they need,” Zach emphasizes. “Their feedback does not just influence our products. It defines what we do.”
See it in action by registering for a demo at https://www.fieldreveal.com/book-a-demo or call the FieldReveal Mapping Center at 605-882-4214.
