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Website Design & Development

Project Proposal
Oct 9, 2023
Prepared for
Dena Pardi
Indie Semiconductor
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 website aims to provide helpful information to Investors, potential applicants, auto manufacturers, and people in the auto-tech industry.

Business objectives

By Improving the visual design, search functionality, and performance, they aim to enable customers to quickly find what they are looking for and attract more consumers, investors, and applicants. This will improve overall brand visibility, credibility, and trustworthiness.

Problem Statement

Stakeholders at Indie Semiconductor have identified the need to improve their website and merge a recent acquisition, https://siliconradar.com, into their website.


Improve the detailed execution indiesemi.com

By fine-tuning the visual design and functionality of the site, Indie Semiconductor improve engagement and performance.

Make search feel thoughtful

The search is relatively un-styled and doesn't communicate the level of quality or innovation of the company.

Update components with a more innovative style

Many components on the site are fairly basic in style and functionality. By updating this, the site will appeal to a more modern audience.

Improve mobile performance

Having a website with low performance can lead to reduced visibility in search, lower conversion rates, low engagement, and increased costs.

Improve web performance.

Having a website with low performance can lead to a variety of issues. We recommend 90 or above as a target.

Plan for growth: Silicon Radar

There is a need to consolidate or integrate acquired websites like https://siliconradar.com into the current site.

Improve organic traffic

While organic keywords have increased on the website, organic traffic has declined or stalled. This could be a symptom of poor performance.

Phased roll-out strategy

With roughly 30 core page types on Indiesemi.com and roughly 23 core pages on siliconradar.com, we recommend a phased approach.

Relevant work samples

XBOX Time Shifted Comments

A companion app for XBOX Originals Entertainment.


Increasing user interaction with a new app experience


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


Website design and supportive illustrations for cloud-based fintech company.


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


Distinguishing a venture capital firm from their competitors.


Implementing a new brand identity into an updated website design.

Process & Deliverables

This creative process is designed to keep
Indie Semiconductor
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

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 day
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 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 3-5 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

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 3-5 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 

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.


  • 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 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

October 31, 2023

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

Estimate: $36-80k

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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