- Client
- Fieldnote
- Sector
- Productivity
- Year
- 2025
- Timeline
- 14 weeks
- Team
- 2 designers, 2 engineers
- Services
- Product Design, Mobile Apps
- 12kbeta sign-ups
- 48%weekly active after 30 days
- 14 wksfirst sketch to public beta
The challenge
Fieldnote's founders had a clear idea and a waiting list, but no product. They needed a beta polished enough to win over researchers who already had favourite tools.
What we did
Start with the interview
We designed around one moment: capturing quotes during a live interview, with tags added afterwards.
Prototype, then build
Clickable prototypes were tested with 20 researchers before we wrote production code.
Launch in public
A short changelog and an in-app feedback button turned beta users into co-designers.
“We talked about ROI before the first mockup. That set the tone for the whole engagement.”
Marcus Lee
Founder, Fieldnote