Website
/
2025
Marketing site and onboarding for a research repository used by product teams.
Client
Fieldnote
Role
Product designer
Year
2025
Duration
6 weeks
Team
Marketing lead, 2 engineers
Outcomes
2 steps
To a team’s first shared insight
The problem
Fieldnote’s site described features. Visitors signed up, uploaded one interview and left, because an empty repository shows nothing of value.
What I did
The site now shows real insight cards from a sample project, and onboarding starts with a template workspace instead of an empty one. The first thing you do is read, not upload.
Showing the output
Every page leads with what a product manager sees at the end, a clear finding with quotes attached, not the tagging tools behind it.
What changed
New teams reach their first shared insight in the first session, which is the moment people decide to stay.
How it came together
Scroll through the four steps
01 / 04
01 / Step
Show the output
Visitors couldn’t picture what a full repository looks like, so the site leads with real insight cards.
02 / Step
Template first
New teams start in a sample workspace instead of an empty one.
03 / Step
Read before upload
The first task in onboarding is reading a finding, not tagging an interview.
04 / Step
Measure the moment
Success is the first shared insight, not the number of uploads.
To a team’s first shared insight
Design decisions, annotated
Hover or tap the numbers
Key insight