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Project Proposal
Oct 19, 2023
Prepared for
Casey Bevan
,
Ferreus Industries
Prepared by
Anthony Lagoon
Founder
951-219-1512
anthony@underbelly.is
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431
www.underbelly.is

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.

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

Project overview

Start with alignment.
Target audience

The target audience of Ferreus Manufacturing is custom parts manufacturers, engineers, designers, and other professionals in the manufacturing industry.

Business objectives

To re-launch the current Shopify site with an improved user experience. By doing so, they aim to increase leads from the website and leverage the website in marketing activities.

Problem Statement

Leadership at Ferreus Manufacturing has lost access to their website and has also identified an opportunity to elevate their online presence.

Opportunities

16 pages

Redesign the 16 pages using similar components. Enhance the design where appropriate

Website performance

Mobile performance in particular would benefit from some optimization

More educational content

Users could benefit from additional product and service pages that communicate the value Ferreus provides

Improve the user experience

The lead form currently asks for a number of files but gives no indication as to what they are for.

Relevant work samples

Boosted Boards

Creating a robust and scalable website management experience using Shopify and Contentful.

Bicycle Collective

Powering the Bicycle Collective's next stage of growth

Kickback

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

CRV

Distinguishing a venture capital firm from their competitors.

Degreed

Implementing a new brand identity into an updated website design.

Facebook Local Team

Creating a simple but comprehensive brand that could grow alongside one of Facebook's largest internal teams.

Process & Deliverables

This creative process is designed to keep
Ferreus Industries
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.
01
Discovery
02
Design
03
Development
04
Delivery

Timeline

Phase one: 
Discovery

Uncovering Potential

During this phase, we seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. We focus on these deliverables:

  • Requirements refinement & research (ie. analytics, surveys, or benchmarks)
  • Sitemap and content mapping
  • Basic audience segmentation and brand messaging strategy
  • URL naming & structure

Roughly 1-3 days
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.
A product design working session at Underbelly.
Phase two: 
Design

Crafting with precision

As we delve deeper into the design, we become meticulous with every detail. Every interaction is refined to ensure a seamless and beautiful user experience.

  • UI Layouts
  • Interaction flows
  • Detailed design specifications
  • Digital prototypes
  • User testing feedback
  • Iterative design adjustments.
Roughly 1-2 months
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 
Development

The Intersection of Art and Engineering

As designers and engineers collaborate closely, the product begins to take shape in its final form. It's a dance between aesthetics and functionality, ensuring that our vision is realized while meeting all technical requirements.

  • Final designs
  • Component libraries
  • Iterative adjustments based on feedback
  • Quality assurance testing
Roughly 1-2 months
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 
Delivery

Releasing to the World

The website, now fully realized and in your care, we observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

  • Launch monitoring
  • Post-launch evaluations
  • Additional feature scoping
  • Monthly website monitoring & maintenance (available upon request)
1 week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.

Expectations

  • Deployment and testing on staging servers
  • Training client staff on the CMS limited to 4 hours
  • Post launch support limited to one week. Ongoing support & maintenance can be made available upon request. 
Estimated project length:
Roughly 1-2 Months

Services

Full-Service

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.

Services

Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

Expires
November 30, 2023

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

**Estimate:** $15-30k

**Kickoff:** As early as 1-2 weeks from signing

Not included in estimate

This list may not be comprehensive of all possible items not included, but is meant to clearly identify a few specific items that are not included. Any hard cost outside of Underbelly's hours on this project are not included in our estimates above. 

- Photography, Imagery, & Photo Shoots

- Video Production & Voiceover

- Hosting

- Comprehensive or ongoing SEO optimization beyond foundational elements

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