Lets approach the problem from a purely geometric perspective and draw analogies with $\mathbb{R}$ to motivate our choices. Towards this end since addition and multiplication are binary operations it's going to be useful to fix one argument and let the other act on it by that operation. This distinction will merely be notational but it can be useful to keep the two ideas separated, they'll just be points on a line or in the plane. I'll use Latin letters for the fixed element and Greek for the actions so that $x+\alpha$ or $\alpha x$ can be interpreted as $\alpha$ acting on $x$ by addition and multiplication respectively.
So geometrically, what do the actions do? Addition in $\mathbb{R}$ will translate each point on the line by $\alpha$ which also encodes directional information. This generalizes readily to $\mathbb{R}^2$ by adding componentwise which also encodes translations.
However we start to run into problems if we multiply componentwise because we get zero-divisors. For example $(1,0)(0,1)=(0,0)$ even though neither of $(1,0)$ or $(0,1)$ are zero which causes problems since zero-divisors don't have multiplicative inverses. You can see pretty easily that finding an number $(a,b)$ so that $(1,0)(a,b)=(1,1)$.
So instead lets look for geometric intuition. In $\mathbb{R}$ if we consider $\alpha x$ then $x$ will be scaled by $\vert \alpha \vert$ but will also change direction if $\alpha < 0$. We can either consider that change of direction a reflection or a rotation by a half turn. Reflections come with a problem however since they reflect about line so we have to specialize some axis rather than just the origin which rotation can be done about the origin. This means rotations requires us to choose less stuff.
So again we have to define $\vert \alpha \vert$ in a way so that the scaling component is $1$ which in $\mathbb{R}$ was just $\pm 1$ which also have the property that the Euclidean distance from the origin to them is $1$. Using the same principle we now recognize that the unit circle should all scale the distance by $1$. In particular $(0,1)$ will be on the unit circle and is conveniently a quarter turn anticlockwise from $(1,0)$. Since we can write $(a,b)=a(1,0) + b(0,1)$ we can now write any point in the plane using these two points. For simplicity lets call $a$ the real part and $b$ the imaginary part so that we can write this as $a+bi$.
Now also want the encode the rotation data which should be a quarter turn anticlockwise for $i$. Since we're interested in the action $\alpha x$ we want $i$ to rotate itself by a quarter turn as well, which would mean $i^2=-1$.
But now we're done. We're at the complex numbers and we have all the algebraic machinery necessary to prove that it's a field. Note the we could have examined how rotation matrices act on vectors in $\mathbb{R}^2$ for another way to arrive at the same structure.
And if I could add one thing, I don't call them the complex numbers anymore. I call them the circle numbers. They encode the radius and the angle of points on a circle. You can rotate things with them. It's really a geometric playground hidden behind some algebra.