What you've suggested is perfectly fine, but as you've guessed, the usefulness is limited (geometrically). For example, if you take the rational numbers $\mathbb Q$, you can define "$j$" to be $\sqrt{2}$, and then you have a plane of points
$$\mathbb{Q}(\sqrt{2}) = \{a+bj: a,b\in\mathbb{Q}\} = \{a+b\sqrt{2}: a,b\in\mathbb{Q}\}$$
You can already see that this looks very similar to the complex numbers - for the sake of this discussion, I'll call them the Qomplex numbers. But does it look like a plane in a natural way?
Let's see what multiplication looks like in $\mathbb{Q}(\sqrt{2})$: We have
$$(a+bj)(c+dj) = ac + bcj + adj + bdj^2 = (2bd+ac)+(ad+bc)j.$$
It's a little bit like complex multiplication in the way it mixes up the coordinates. Geometrically, a number should have "length one" if it's Euclidean length is one. Suppose, in the same way was the complex numbers, we produce a vertical axis (the $\sqrt{2}\mathbb Q$ direction) and a horizontal axis (the $\mathbb Q$ direction). Then a Qomplex number $a+bj$ has "length 1" if $$\vert a+bj\vert^2 = a^2+b^2=1.$$ If we square a Qomplex number with length 1, it should remain length 1 - but we find that
$$\vert(a+bj)(a+bj)\vert^2 = \vert a^2+2b^2 + 2abj\vert^2 = (a^2+2b^2)^2+(2ab)^2 =
a^4 + 8 a^2 b^2 + 4 b^4.$$
Since $a^2+b^2$ doesn't divide this number, not only is the new length not one, we can't actually say anything about what it is (provided all we know is $a^2+b^2=1$).
If you pick $i = \sqrt{-1}$, then $|z||w| = |zw|$. This is exactly what we want - multiplying two numbers with length 1 should return a number with length 1.
If we're working in a plane, it's beautiful if the operations can correspond to simple movements in the plane. In the cartesian setting, vector addition is precisely what you want it to be - translating vectors by the amount you're adding to it. Here we have multiplication - what does this look like?
Let's take a Qomplex number $a+bj$ and multiply it by $j$. Then we obtain $2b+aj$. If $a+bj$ lives in the top right quadrant, so does the result. There is a strange mix of translation and rotation occurring. What about $i$? Well $i(a+bi) = -b+ai$. In the complex plane, this is precisely a rotation by $\pi/2$ and nothing more!
The complex plane is powerful and useful because everything behaves in beautiful geometric ways. Sure, we can define a "plane" such as the Qomplex numbers, but there is no geometric intuition. With the complex numbers, the operations simply match the geometry of a plane in the appropriate ways, and so we define the plane.
It seems natural to want to extend this success to the complex numbers.
– Arthur Aug 02 '18 at 12:18