Underbelly Logo Animated

Website Migration & Refresh

Project Proposal
Dec 4, 2023
Prepared for
JuneLyn Little
Low Fives Only
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 for these websites is people who are interested in customizing and renovating flat bets and utility vans.

Business objectives

The goal is to enhance the functionality of these websites and improve the user experience. They also need the website page tracking to work properly.

Problem Statement

Low Fives Only is having issues with their client's websites being on Wix. They need a more robust website with additional information about their products. They have noticed that their current website is not meeting the expectations of their visitors and they want to include more make and model details as well as other features to improve user experience.


Basin Upfitting

With an estimated 14 pages, Basin Upfitting needs some UX improvements to help users find what they are looking for.

Simplified Navigation

How might we simplify the navigation to make it more clear and easy to navigate?

Let users search

A search component on the site might help some users find what they are looking for faster and give insights into what they aren't finding.

Basin Performance

Basin has a lower performance score when measured with Google. This should be improved to avoid unintended loss of traffic.

Kingbee Website

Kingbee also needs to be migrated from Wix to a better platform.

Kingbee Performance

With slightly better performance, we should look to improve the performance with a target of 90/100.

Kingbee Pages & Page types

With an estimated 12 pages, the Kingbee website has a basic structure with Articles, Media, and FAQ.

Inspiration for discussion

We didn't talk about this on the call, but we are inspired by the simple navigation of Polestar as well as the interactive scroll.

Custom content for the site

Throwing this in as an option… we have a cyclorama wall and professional Chimera soft box that could help us create unique visuals.


How might we incorporate more keywords into the website and navigation to help with competitor benchmarking.

Relevant work samples


Distinguishing a venture capital firm from their competitors.


Redefining a PR company's virtual presence.


Implementing a new brand identity into an updated website design.

Boosted Boards

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

National Geographic

Shooting 360 content, video and photography at some of the nations greatest national parks.

Process & Deliverables

This creative process is designed to keep
Low Fives Only
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 1-2 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: 

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 month
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 1 month
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

December 31, 2023

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

Estimate: $36k

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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