Underbelly Logo Animated

Website Design & Development

Project Proposal
Aug 21, 2023
Prepared for
Cam Williams
Prepared by
Anthony Lagoon
Founder & CEO
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431

Agency overview

Underbelly® is a full-service creative agency that helps businesses level up their digital presence. We build delightful websites, engaging applications, and provide access to top-notch creatives.

  • UX research
  • User personas
  • Product roadmap
  • Brand
  • Content
  • Discovery sprints
  • Usability testing
  • UI design
  • Brand identity
  • Illustration
  • Prototyping
  • Web design
  • Interactive
  • Video production
  • Full-stack
    Web applications
  • Mobile applications
  • SAAS implementation
  • Internal applications
  • CMS integration

Project overview

Start with alignment.
Target audience

Travel Advisors.

Business objectives

Xullu aims at providing an advisor dashboard that provides an up-to-date list of experiences. This website will utilize the agent login link on xullu.com

Problem Statement

Xullu aims at disrupting the Travel Agency sector by reimagining how travel advisors access, find, and share curated, premium travel experiences.


Utilize reusable components

By using a component approach to this site, we'll be able to build more pages, and allow for a more expandable site.

Leverage existing design work

Leverage existing design directions when appropriate to speed up the design cycle

Speed is of the essence

Revenue is being held up by the delayed progress. The sooner we get to the market the better.

Referral Links

The easiest way for affiliates to get credit for their bookings is through affiliate links that are easily shared.

Leverage suppliers

Suppliers want us to be successful. Leverage documentation & connections to improve the UX.

Relevant work samples


Crafting a user experience dedicated to helping couples feel connected.


Distinguishing a venture capital firm from their competitors.

Starbucks Windows App

Getting rewards points should be fun and unique. Here’s how we used physics in Windows Universal to help Starbucks achieve that.


Creating a product to make life easier for real estate agents.


A partnership with a mission-driven medical startup that's redefining the medical industry through improved experiences and new technology.


Product strategy, design, and development for an app for people to share the products they love and get paid for it.

Process & Deliverables

This creative process is designed to keep
and Underbelly aligned throughout the project and focus on resolving important decisions at the least expensive point in the project.
This will take place in four phases where any phase may overlap with each other.
Image of a coffee cup - The process of Creativity
01 Discovery & Inspiration

Uncovering Potential

This phase is where curiosity meets intention. It’s a moment of seeking to understand the broader context, the user, the technological landscape, and the fundamental challenges. We'll focus primarily on the following deliverables:

  • Inspiration boards
  • Site-maps
  • Wireframes
  • Mockups
  • Use-case scenarios
Roughly 2 weeks
In this phase, we often stumble upon fresh avenues and unforeseen potentials. Given the inherently explorative nature of this phase, the timeline and budget may naturally evolve. Should any shift occur, our commitment is to provide clients with immediate implications of such changes.
02 Design

Crafting with precision

As we delve deeper into the design, we become meticulous with every detail. We'll add color to the initial wireframes. In this phase we'll focus primarily on the following deliverables:

  • Layouts
  • Final Designs
  • Content selections & treatments
  • Interaction flows
  • Interactive prototypes
  • Iterative design adjustments.
Roughly 4 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
03 Implementation

The Intersection of Art and Engineering

As designers and engineers collaborate closely, the product begins to take shape in its final form. In this phase we'll focus on the following deliverables:

  • Implemented designs on staging site
  • Integrations
  • Quality assurance testing
Roughly 3 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
04 Launch & Feedback

Releasing to the World

The product, now fully realized, is introduced to the world. But our journey doesn't end there. We observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation. We'll stay on call for a week after launch to ensure a successful delivery.

Roughly 1 week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Man in all white with sunglasses.


Scope will be broken down by pages, features, and components. For this project, we'll use page templates to reduce the amount of custom-built pages.

Estimated project length:
Roughly 2-3 months



Everything you need

to elevate your brand & digital presence.

Creative Team Retainers

Grow your creative capabilities quickly without the time and risk of hiring internally. Together we will work on a time and materials basis to complete your prioritized work. 

You will have a fixed monthly cost, and our team will be able to adapt to the roadmap and be able to pivot as you need without initiating costly change orders due to a constrained scope. We will work iteratively with you to plan each sprint, milestone and create the most value within the available time and budget.



The Notes on branding.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs


August 31, 2023

Underbelly has created the following estimate based on our current understanding of the project and your unique needs and desired outcomes. 

Estimate: $32,500

Not included in estimate

Fixed-Fee Basis: This approach provides cost predictability by locking in the agreed-upon scope and associated costs. As the project progresses, any modifications in scope will be addressed within the confines of the agreed-upon terms, ensuring that you are billed only for the scope that has been definitively established.

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