Underbelly Logo Animated

Website & Product Enhancements

Project Proposal
Oct 17, 2023
Prepared for
Katherine Burchhardt
Prepared by
Anthony Lagoon
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

The target audience of Resonant is professional coaches, speakers, and consultants who are looking to grow and scale their online influence. It is designed to help them attract more leads, schedule their coaching sessions, manage operations, and grow their business.

Business objectives

This project aims to enhance the current site from a template-based design to one that conveys a more professional and credible appearance. 

The second priority will be to improve and optimize the app's onboarding experience and user interface, aiming to increase engagement and reduce user churn.

Problem Statement

Resonant founders have identified the need to improve their customer conversion and onboarding experience.


Structure stays the same

The site is currently about 7 pages plus login & sign up flows. Not complex. Structure will remain the same. Content is to be improved.

Create a highly polished experience

Ensure pages are executed with a high level of craft. From spacing, to typography, to messaging.


Look for opportunities to enhance iconography. Can we communicate product value while capitalizing on this brand touchpoint?

Animated UI Screenshots

Look for opportunities to better communicate features and user flows through animated UI.

Improve site performance

As we introduce new features & content to the site, we should maintain or improve page performance.

SEO and organic ranking

As the site is new, organic traffic is growing. We'll build a keyword targeting strategy and ensure SEO fundamentals are applied to the site

Relevant work samples


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

Facebook Movies

Designing a product from the ground up with Facebook.

Neighborhoods By Facebook

Building a product with Facebook to help people connect and build relationships with their neighbors.

Insurance Web Application

Streamlining a personalized home insurance experience with Next.JS


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

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.


Phase one: 

Uncovering Potential

The discovery phase focuses on defining the strategy, goals, and constraints of the project, focusing on the following deliverables: 

  • Requirements gathering
  • Basic audience segmentation and brand messaging
  • Sitemap and content mapping
  • Keyword analysis and targeting by page
  • URL naming and structure
  • Design direction selection
Roughly 1-2 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.
A product design working session at Underbelly.
Phase two: 

Crafting with precision

As we delve deeper into design concepts, we become meticulous with every detail. We bring concepts from the discovery phase into the real world, refining every version into polished layouts, messages, and graphics.

  • Image allocation and treatment
  • Custom graphics to fit into page layouts
  • Custom design of page layouts
  • App UI & component designs
Roughly 3-4 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 

The Intersection of Art and Engineering

The product begins to take shape in its final form, ensuring your vision is realized while meeting all technical requirements.

  • Webflow development
  • App onboarding flows
  • Core Search Engine Optimization (SEO) - SEO-friendly architecture, robots.txt, meta descriptions, title tags, header tags, image tags, and page interlinking.
  • Responsive breakpoints from mobile to large screens.
  • Quality Assurance (QA) testing
Roughly 3-4 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 

Continuous testing & refinement

Our teams will work closely to implement requirements and design assets. The UX is tested, and we'll review with you every two weeks. Progress is visible incrementally rather than a large reveal at the end of the roadmap.

  • Backlog prioritization
  • Quality Assurance testing (QA)
  • Deployment to staging environment
  • Stakeholder & Product Manager Review
2 week sprints
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Communications through Slack.

Project Management and prioritization through Asana.

Flexible Creative Team Retainer: This method ensures the flexibility needed to accommodate evolving project dynamics. We will meticulously track the actual time and materials invested in each month. Rest assured, you will only be billed a flat monthly rate. This approach is particularly advantageous when the project’s scope may undergo adjustments during its course.

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.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

November 15, 2023

Underbelly has created the following estimate based on our current understanding of the project.

Estimate: 300 hrs

Fractional Creative Team: $17,630 x3 months

Team includes: UI Designer, Visual Designer, Illustrator, Developer, Project Manager, QA Specialist, Content Strategist, Photographer, and others as needed.

Estimated start: About 1 week or less

Not included in estimate
  • Post launch support limited to one week.
  • Training client staff on the CMS and administrative management of the site limited to 4 hours.
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