Audience & Strategy

At dbt Labs, I designed an On-Demand learning Fieldbook for software developers, data scientists, and other technical contributors.

Instead of expecting them to learn instructional design conventions, I translated instructional standards into a predictable, field-based structure that mirrors the key/value patterns they use in technical work.

The Fieldbook itself became an example of audience-centered design: applying the same principles it was created to communicate.

Outcomes & Reflection

The Fieldbook was designed to reduce ambiguity, support consistent content production, and give technical contributors practical, self-service guidance.

The central design decision was to meet contributors in their own professional language, reducing the need for them to first become experts in instructional design.