Case study

FieldDoc: a restoration tracking platform

FieldDoc is a platform for documenting and tracking local restoration and land protection efforts. It helps practitioners and investors manage project data, measure outcomes, and standardize how work is reported across partners. As FieldDoc entered its next chapter, the team needed a clear and accessible website to reflect the platform’s evolution and communicate its value to both practitioners and funders.

Goals

  • Build a website that clearly communicates FieldDoc's purpose and value to new and existing users.
  • Position FieldDoc 2.0 as a modern, collaborative data platform for restoration.
  • Support both practitioner- and investor-facing use cases.
  • Enable seamless onboarding and interest from potential partners.

Discovery & Direction

We began with a deep dive into FieldDoc’s identity, values, and evolving user needs. The platform sits at the intersection of environmental data, restoration reporting, and investment accountability — so the challenge was to bridge the technical with the accessible.

Early moodboards explored visual territories such as cartography, field ecology, digital dashboards, and scientific publishing. We looked at aerial imagery, topographic lines, GIS interfaces, and social media formats to balance clarity and authority with warmth and approachability. This phase helped clarify FieldDoc’s visual voice and set the foundation for the design direction.

Through a series of homepage hero mockups, we tested different styles — from technical and data-driven to human-centered and landscape-inspired. Each version balanced platform UI previews with immersive environmental imagery, helping the team align on tone, messaging, and visual hierarchy for the final site.

The final direction combines aerial imagery, real UI previews, and topographic overlays to reflect FieldDoc’s grounding in place-based data. It strikes a balance between clarity, trust, and visual storytelling — highlighting the platform’s tools in the context of real restoration landscapes.

Wireframes & Web Design

Wireframes

Designs

Design system

Development

  • Webflow front-end fully responsive and scalable.
  • Custom CSSR framework for scalable CSS classes implementation (fixed minified CSS file weight).
  • GSAP animations and interactive nav triggers.
  • Performance optimizations for low-bandwidth rural areas

Impact

The site now serves as the primary entry point for potential collaborators and funders interested in using FieldDoc.

  • Clear, role-based storytelling increases user clarity and engagement.
  • Stakeholders now have a centralized link to share FieldDoc with potential partners.
  • Foundation for future feature releases and FieldDoc 2.0 onboarding.

Team & collaborators

John Dawes — FieldDoc co-founder. Strategic oversight and coordination.

Erin Hofmann — FieldDoc co-founder. Data Scientist and Communications.

Brendan McIntyre — FieldDoc co-founder. Engineering lead on the FieldDoc platform.

Slava Fedosenko — project lead for UX, UI, visual identity, Webflow development.

Alyona Belyakova — creative consultant throughout the design process.

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